Strategies for using social media in book marketing

The modern world is characterised by the rapid development of digital technologies and the sale of services online, which has significantly impacted the communication process, information exchange, and business. One of the most significant changes is social media’s emergence and widespread use, which has become integral to many people’s daily lives. This article aimed to analyse the effectiveness of social media strategies for promoting book products. The research methodology included general scientific and specific methods that provide a comprehensive analysis of strategies for using social media in book marketing, namely: analysis, synthesis, generalisation, abstraction, and comparative analysis. A comprehensive approach to analysing and developing strategies for using social media in book marketing offered new insights and practical recommendations that can be used by publishers and authors to improve the effectiveness of their marketing efforts and increase sales. Using social media can be a highly effective way to promote books. It is essential for publishers and authors who wish to use social media to develop a clear strategy and select the appropriate platforms for their target audience. The use of social media to promote books is an effective and affordable tool for authors, publishers, and bookstores. However, the growing focus on data privacy may affect the methods of collecting and analysing information, requiring marketers to be more cautious and responsible in their strategies. Challenges related to digital saturation and information overload will also necessitate new approaches to effectively attract attention and engage readers. The results obtained can be used to optimise the activities of publishers, authors, and marketers seeking to promote books effectively and engage readers through social media