Online publicity tools are the new lottery tickets for many authors and publishers.
At least that's what Mr. Obie Joe hears. According to a new survey -- www.publishingtrends.com/Publicity_Survey.html -- the majority of publicity efforts are going towards online. Blogs, web sites, podcasts, IM'ing, book trailers, widgets, e-mail campaigns, obsessive social networking, and so on and on. And on.
We've been fascinated with the scatter-shot approach people take to online promotion. Instead, try to saturate yourself on one format, or tool, and let a natural evolution take you to the next online tool. For example, get the blog going, generating copy regularly, and from there, see where else the content takes you. Perhaps to syndication. Then to the development of an e-mail list. Add tools specific to the blog: flickr for photos, vox for podcasts/songs, etc.
Mr. Obie Joe has seen too many online campaigns that flame bright, and go out quick because of the lack of coordination, the demands of the complex tools, or because the lack of response.
Doing any promotion online provides no guarantees or lottery pay-offs. Online promotion is like any other promotional tool: it takes finesse, attention and heavy lifting.
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