In a fun and informative conversation last week, I spoke with Holland Saltsman of The Novel Neighbor and Eric Bursch of USA Today to discuss the relaunch of the USA Today best-selling booklist. The relaunch of this iconic list brings new opportunities for authors, publishers, and independent bookstores. With a focus on supporting independent bookshops and incorporating bookshop.org into the process, the relaunched list aims to celebrate diverse voices and provide readers with an authentic reading experience.
Since 1993, USA Today has been publishing a best selling book list, starting in print and later transitioning to a digital format while maintaining a print edition. This list is considered the “people’s booklist” as it incorporates data from various sources without any editorial oversight.
The list went on hiatus in December due to the manual and burdensome process it involved. As part of the digital consumer product, organization, and engineering team at Gannett and USA Today, Eric and his team took on the challenge of automating the process by leveraging technology.
WHAT’S NEW WITH THE USA TODAY BEST-SELLING BOOKLIST?
This automation allowed for the relaunch of the list in a much-improved state, with a renewed focus on the best-selling books as the centerpiece. Additionally, USA Today has established new partnerships, particularly with the independent bookstore network, which adds further excitement and value to the relaunch.
The response has been overwhelmingly positive. There was a great sense of excitement surrounding its return. During the early discussions, it was unanimously agreed upon that the list should have a strong focus on supporting independent bookstores.
Collaboration with independent bookstores played a vital role in the relaunch. The partnership with bookshop.org, an online platform supporting indie bookstores, emerged as a key element. Bookshop.org, often described as the “anti-Amazon,” provides readers with a way to support local bookshops even if they lack a physical indie store in their area. Also, in collaborating with The Novel Neighbor, the relaunch also aims to feature various independent bookstores, showcasing their uniqueness and fostering connections within different communities.
The relaunch of the best-selling books list also brings newfound excitement to authors and publishers. Unlike other lists with limited spots, USA Today’s list includes 150 books, offering more opportunities for recognition. This is particularly significant as the publishing industry evolves, presenting innovative approaches to book releases. The list provides authors and publishers with another avenue to achieve best-selling status and reach a broader audience.
LOOKING AHEAD
While the relaunch is a cause for celebration, it also marks the beginning of a dynamic and evolving process. The list will not remain static but will continue to evolve with new features and collaborations. Future plans include highlighting unique content, incorporating events happening within local communities, and expanding the ecosystem surrounding the list.
The collaborative content team is dedicated to providing a rich and engaging experience for readers and industry professionals alike. The evolution of the list is just beginning, promising exciting features and content in the future. Authors, publishers, and readers can look forward to an ever-growing ecosystem that celebrates the power of books and fosters connections within the literary community.
Escaping the algorithm trap: Building authentic connections on your own terms
Recently I’ve witnessed two different scenarios where people referred to the algorithm as though it were a being:
“The algorithm doesn’t like me today.”
and
“We can’t stop posting or we will be penalized by the algorithm.”
While both of these quotes came from influencers with huge followings (400-500k), it gave me pause and made me sad as these reflections of frustration over the control that this beast, the “algorithm” had over them and their livelihoods.
The fact that the algorithm was being perceived as a judge who could dictate and ultimately influence futures and outcomes made me cringe, made me sad, and made me worry about how we are determining our sense of success. Chasing likes, views, and followers is exhausting and not healthy.
Being beholden to social media’s algorithm feels a bit like the tail wagging the dog.
Social media is not a strategy.
Yes, social media and its algorithms help with discovery and reaching new and ideal people. They can be amazing tools and channels for amplifying your visibility and ultimately creating bigger communities (that ideally convert into people with whom you would want to work).
But if you have no other means of getting your message and content out into the world – then this can be a dangerous hill to climb – and it’s why I urge clients to focus more on building a platform that is truly belongs to them and engaging in a community that is theirs. It’s imperative to be independent and not subject to the whims and mercies of social media’s latest trends or popularity.
Now, if you are truly an “influencer” whose initial success is based solely upon stratospheric social media growth, then this advice is not necessarily for you.
If you are, however, an expert, an author, a thought leader, and a movement maker with powerful messages, quality content, inspiring speeches and talks, peer and press recognition, and you are making the world a better place – then keep doing what you’re doing. DO GOOD WORK!
From your good work, then you can focus on:
Letting your good work speak for itself so other people refer you and mention you
Giving talks, speeches, and granting interviews so people can discover you and your expertise
Building an email list so you can easily reach your community
Creating consistent thoughtful and optimized content on your website and elsewhere, so you are easily searchable.
But relying on the algorithms of social media as your only form of community building is a slippery slope on a very unsound foundation that quickly leads to big frustration and ultimate burnout.
It’s crucial to prioritize the people in your community—the individuals you serve and those who benefit from your expertise. Focus on meeting their needs and preferences rather than fixating on what the algorithm thinks of you. By nurturing your community first and leveraging social media as a complementary tool, you can foster genuine connections and create a more meaningful impact.
Interested in learning more about this approach or creating the best strategy for building your community and platform? I’d love to chat! Schedule some time now!
I admire the idea of disruption but it sort of scares me too. I’ve been thinking about how to disrupt my own business but that sort of scares me too.
Back in October, I changed up some of my operating and support systems and I’ve also been changing up my work mix. While I wouldn’t call it a full disruption, it feels like lots of change to me and I’m not always sure I’m headed in the “right” direction. I’m a bit like my own clients who say to me “Tell me what I need to do”! But ultimately it’s up to us – not someone else to make the change happen.
Anyway, I’m sitting here on what feels like the edge or cusp of disruption while taking it one small step at a time. Here are some of the l steps I’m taking:
Embracing AI when it can get me unstuck (ChatGPT) or make me more productive (Krisp.ai).
Taking on projects that excite me but don’t fit my usual work model.
MORE meeting people in real life (IRL). This is where the magic happens – the need for human interaction, connection and community is where ideas become possibilities.
I’m curious – what does disruption look like or feel like to you? And what’s becoming possible for you?
Are you an author who wants to get your book out there? You’ve written your book, and you’re ready to get it out? But where do you start?
The world of book marketing is an exciting one, but it can be overwhelming.
What kind of marketing tools should you use? How long will it take before people start buying your book? And what if they don’t buy anything at all?
If you’re new to the industry and don’t know where to start, I’ve got some tips for you – from my recent conversation with Becky Robinson of Book Marketing Action Plan
What is my role in working with authors?
It’s evolved and continues to evolve – but the journey typically looks like figuring out these stages – then creating strategy and plans about how to make it happen.
Where are they in their author journey
Where are they in their book journey
What are their goals for book and beyond
Being alongside with the clients and establishing their plans, and their strategy on how they implemented all of these stages, is the way I picture myself working with them. Helping them execute and implement the plan.
When is the best time for someone to work with a marketing strategist?
It’s hard. It’s never too soon, ideally, at least six months before their publication date.
What are the most important ways an author can prepare to market a book?
I like to think about it as building community – it can be less intimidating.
But getting really clear about what that community looks like – then figuring out how to most effectively and authentically reach them.
And getting support in the areas they aren’t skilled in.
What changes have occured book marketing over the past 10 years?
The spectrum of how to get your book published has grown exponentially!
What most excites you about helping authors with their marketing?
I believe that my interest in assisting others in spreading their messages is what initially prompted me to get involved.
I feel like helping people who have important messages that can change people’s lives is really important. And books still very much do that, as well as the content that they’re putting out into the world that supports that book. I learn new stuff every day from working with experts. So selfishly, I love that. And I think the reason I stayed in this genre or working with authors or being excited about books is the possibilities for what happens after you publish a book.
Whether you did it as a content strategy, to promote yourself as a thought leader, or to simply tell your experience and perhaps influence someone’s life, I think it’s extremely essential. There is just something about being able to identify as an author that, in my opinion, opens up more doors for them in terms of interviews, appearances on stages, talks, and possibly even inclusion in other works. As a result, I find it fascinating that people who go to all this difficulty to write a book find that it simply opens up a lot of doors. This, in my opinion, should be the reward for all the effort.
Here are some of the most important things to keep in mind when building your author brand to reach more readers with your books.
Put together a list of people who know, love, and adore you and start sending them an email every now and then (with their permission). If you don’t have a plan for email, then it’s going to be really hard to build a community.
Think about how you’re showing up online and Google yourself to see what you find. Make sure the story the online world is telling is the one you want to be told.
Are you making the transition from Universal Analytics to Google Analytics 4? Learn from Patrick Powers, SEO Expert of Powers Digital, as he dives into what the key difference between Google Analytics and GA 4 is and outlines the steps to set up data streams, events and parameters.
He’ll also explain what type of data should be measured and how to use that data to inform data-driven decisions, as well as how to make the transition from Universal Analytics to GA 4 as smooth as possible. All this and more will be discussed in detail, so don’t miss out!
With the looming deadline of July 1 in place, Google Analytics has revealed that it will no longer provide data for Universal Analytics. This means that any new data collected after this date won’t be available to you moving forward.
However, it’s important to note that you will still be able to access your Universal Analytics data. While it won’t be collected or served up in the same way as before, you can still analyze and compare your historical data. This means you can see and look back into the past, even after the deadline has passed.
What’s the difference between GA 4 and Universal Analytics?
At a high level, both platforms provide the basic metrics such as the number of website visitors. However, for power users seeking more in-depth insights, the difference is significant.
The measurement model between UA and GA4 is vastly different. UA is based on page views and sessions, making it an excellent product for websites. With UA, you could track the number of page views for a specific URL and the number of users with their corresponding sessions. This was all tracked with cookies, making it a straightforward and effective method for website tracking.
However, GA4 is a significant advancement as it is designed to track beyond just websites. It offers integration with mobile applications, digital kiosks, and even your refrigerator, which can order groceries online. GA4 collects data from multiple sources, creating multiple data streams that it brings together into one centralized location.
Overall, GA4 is more flexible than UA, offering more advanced insights and predictive analytics. GA4 also emphasizes individual user tracking rather than sessions, making it more tailored to modern data analysis needs. However, UA still provides valuable data for basic website tracking needs.
How to Transition from Google Analytics to GA4?
It’s important to understand the right way to go about it to avoid making business decisions based on inaccurate data.
The first and easy way to set up GA4 is by clicking the prompt provided by Universal Analytics. However, this option may not translate into accurate measurements, especially if you have customized settings beyond the basics. Thus, it’s crucial to follow Google’s recommended steps in setting up a data stream, custom events, and parameters tailored to your measurement needs.
If you’re not confident in your skills, consider reaching out to a professional experienced in GA4 transitions to ensure you’re accurately measuring your data. Investing in professional help can save you time, money, and headaches in the long run, and ensure you’re making informed business decisions.
To make the transition from Universal Analytics to GA4 as seamless as possible, follow these steps:
Set up a new GA4 property in Google Analytics
Define your measurement objectives and goals for the new GA4 property
Create a data stream in GA4 for your website or app
Configure your data stream and set up any necessary custom events and parameters
Verify that your GA4 property is receiving data from your website or app correctly
Test your GA4 property to ensure that your measurement goals are being met
Once you have verified that your GA4 property is accurately measuring your data, start using it for analysis and decision-making.
Google Analytics has been a staple for website owners to measure and analyze user behavior on their sites. But with the impending transition to GA4, many are wondering how their current analytics implementations will translate to the new platform. One aspect to consider is the ability to scale custom events and parameters, which was limited in Universal Analytics but expanded in GA4.
Custom events are a way to track specific actions that users take on your website, such as filling out a form or clicking on a button. In Universal Analytics, these events were limited to a category, action, and label. However, GA4 allows for custom parameters and dimensions to be appended to events, providing more context and detail to the data being collected.
For example, let’s say you have a form on your website for users to request information. In Universal Analytics, you could track the event of submitting the form with a category of “request for information,” an action of “submit,” and a label of the page where the form appears. But in GA4, you can expand on this by adding custom parameters such as the date the form was added to the website or the section of the site where the form is located. This additional information provides a more comprehensive view of user behavior and how it relates to marketing efforts.
Key Features of GA4?
As businesses continue to rely on digital platforms for growth, tracking website traffic and engagement has become more important than ever. Google Analytics has been a go-to tool for many businesses to measure website performance and gain insights into user behavior. With the recent release of Google Analytics 4 (GA4), there are several new features and benefits that businesses can take advantage of to enhance their analytics capabilities.
One of the key benefits of GA4 is its ability to track custom events at a base level. This means that businesses can track specific user actions such as file downloads, clicks on a particular button, or engagement with a video without having to create custom events. This saves time and effort in setting up custom events and provides businesses with more accurate insights into user behavior.
Additionally, GA4 allows businesses to mark specific events as points of conversion, providing a clear path to determine how users are moving through a website to reach a specific goal. This feature allows businesses to build multiple step conversions to lead users to their desired end goal. With AI built into GA4, businesses can also gain insights into good and bad trends and receive recommendations on optimizing their website for conversions.
Another benefit of GA4 is the ability to tie Google ad campaigns to conversions happening on a website. By identifying points of conversion, businesses can optimize their paid search and CPC campaigns to drive more traffic and engagement to their website.
What are the common pitfalls to expect when setting up GA4?
Setting up Google Analytics 4 (GA4) can be a daunting task, especially if you’re new to it. But don’t worry, it’s not rocket science. However, there are some common pitfalls you should be aware of to ensure that your GA4 is working properly. In this blog post, we’ll discuss the four most common pitfalls that people encounter when setting up GA4.
Code Placement
One of the most common pitfalls when setting up GA4 is placing the code in the wrong spot. GA4, like Universal Analytics, requires specific placement of the code on a webpage. If the code is not in the right place, it won’t work properly. This can be a problem if you’re using WordPress and plugins to inject the code, as Google may not always like this method. To determine whether your code is in the right place, you can use the Google Tag Assistant extension for Chrome, which will give you a smiley face if the code is in the right spot and a frowny face if it’s not.
Form Tracking
Another common pitfall is tracking form submissions. If your form is embedded with an iframe, GA4 won’t be able to track it. While iframes are easy to use, they can impact your ability to track form submissions. If possible, embed the form with JavaScript, which will allow you to track this type of activity more easily. If you’re using a website builder on top of the WordPress platform, you probably have a form plugin or have pulled an API off something like Mailchimp, making iframe embeds common.
Third-Party Integration
A third common pitfall is failing to understand the boundaries of your own site. If you’re using a third party for a specific feature, such as job opportunities or subscriptions, when users leave your domain, GA4 won’t be able to track what happens on those third-party pages. Therefore, it’s essential to understand the limitations of third-party integrations and how they can impact your tracking efforts.
Overwhelming Customization
Finally, GA4 can be overwhelming with its customization options. With GA4, you can add dimensions and metrics in an easier way than ever before, which can make it challenging to weed through. Additionally, some of the terms and metrics have changed or slightly adjusted, making it slightly annoying at times. For example, GA4 doesn’t have a Pageviews metric; instead, it has a Views metric, which measures things differently.
Will Google force me into GA4?
If you’re currently using Google Analytics Universal Analytics (UA), you may be wondering if you’ll be forced to switch to GA4. The short answer is yes, kind of. If you do nothing, Google will automatically turn on GA4 and start sending data to that instance. While this may work for some businesses, it’s not the best approach for everyone. When the switch is made, it may not track the information you want, and old events or goals may create confusion.
So, what should you do if you want to avoid these issues? The first step is to make the switch to GA4 on your own terms. Google will prompt you to do so, but rather than clicking the “easy button,” take the time to set up a custom environment that will track the data you care about. This is an opportunity to create a clean slate and think carefully about what you want to measure and why.
One of the benefits of GA4 is that it offers more advanced tracking capabilities, such as cross-device and cross-platform tracking. This can provide valuable insights into how customers interact with your business across multiple touchpoints. However, it’s important to keep in mind that GA4 is still in its early stages, and some features may not be as fully developed as they are in UA. Additionally, if you have a lot of historical data in UA, it may not be easy to transfer it to GA4.
How to get the most value of GA?
GA4 is a powerful tool for website owners, providing them with actionable data that can be used to improve their website’s performance. However, not all website owners are taking advantage of this valuable tool. Many users of DIY platforms like Squarespace and Wix feel that they don’t need GA because they already have analytics provided by these platforms. But according to experts, adding GA to your site can provide you with even more information that can be formatted and displayed in a way that can be shared and analyzed to improve your site’s performance.
If you’re already using Squarespace or Wix and are happy with the data you’re getting, there’s no need to switch to GA. However, if you’re looking for more insights or want to customize the data, GA4 might be the best solution. GA4 works best when used in tandem with other Google products, including Tag Manager and Looker Studio. Although these two products may sound overwhelming to some, they can be used to customize GA4 and display the data in a user-friendly way that is easy to understand and share.
Tag Manager is a tool used to manage website tags, which are snippets of code that allow website owners to track user behavior and collect data. By using Tag Manager with GA Four, website owners can customize their tracking, set up event tracking, and manage multiple tags in one place. This allows for greater flexibility and more precise data collection.
Looker Studio is a data visualization tool that allows website owners to create customized reports and dashboards that display GA Four data in a user-friendly format. Reports and dashboards can be shared with stakeholders, making it easier to communicate data insights and recommendations.
Making the transition from Universal Analytics to Google Analytics Four (GA4) can be a challenging process. However, with the right knowledge and guidance, businesses can set up a data stream and create custom events and parameters to track more than just page views and sessions. Understanding the main difference between Google Analytics and GA4 is important for businesses as it allows them to make the most of their data and gain a deeper understanding of their online audience. With the help of Patrick Powers and the information he provides, businesses can make the transition from Universal Analytics to GA4 as smooth as possible and take control of their data. So don’t miss out on this opportunity to take your analytics program beyond the vanity metrics and start making data-driven decisions.
I’d love to hear how you apply GA4 Transition to get data-driven decisions..
Leave me a comment on how it went for you or drop any questions you want me to answer!
