Social Gatekeeping, the Serendipitous Tie and Discovery: Authors Connecting Readers to Books through Social Media Outreach

Abstract

In 2011, over 1.5 million new book titles were published in the United States, a 400% increase in just five years compared to 2006. In the same time period, the market share for eBooks increased dramatically and now comprises 20% or more of sales from many of the biggest publishing companies. This hyper-abundance of titles in an increasingly heterogeneous market place has made it difficult for consumers to connect to books they might want to read. This is the discovery problem. It is compounded by the continuing decline of traditional gatekeepers and sources of discovery such as mass media reviews and advertising, as well as the decline of traditional bookstores where people often find books through browse. Authors and publishers therefore have turned to social media to spread the word about their titles. Social gatekeeping, an extension of traditional gatekeeping theory, is proposed as the framework for understanding how author participation in social networks initiates a flow of the diffusion of information over the web and other computer mediated communication channels, and through individuals and social networks to potential readers. Serendipitous browse and discovery is a key strategy for readers to find titles of interest, and the serendipitous tie is proposed as a social mechanism through which individuals discover new titles and bring it back to their social networks to share. To explore these concepts, a random sample of new eBook titles published during the first week of April, 2012 was generated and analyzed in three phases. The first phase of research classified books and authors according to facets such as traditional or self-published, use of social media and other factors. The second phase used multiple regression to establish an association between the use of social media by authors and a title's sales and presence on the Web. The third phase reviewed selected titles for new approaches to social media use and evidence of the serendipitous tie. The results are consistent with the hypothesis that author web presence predicts discoverability and sales.