A Study On The Operation Strategy Of American Trade Book In Social Media Environment

The trade book industry of American has a long history,which is the leader of the world's book publishing industry.The United States is also the birthplace of social media,gave birth to a number of phenomenological social media.With the growth of social media,it has a great influence on trade book and it subverts the traditional operation philosophy of American trade book,so the trade books engraved with the effect of social media.The operation of American trade book has entered a “social media era”.The changes and opportunities faced by American trade book operations are embodied in three aspects:the operation subject and book category of the trade book are increased,social media development momentum is strong,the integration between social media and trade book operation is very high.But with the participation of social media,the communication of American trade book is also facing new problems.As the author visibility restricted social media attention,bad news travels faster,social media advertisement leads readers to information burnout,derivative publishing struggles to make profits,social media usage occupies reading time.Facing the difficulties,improve the influence of grassroots authors,interact with the user on time,build humane communication,improve the added value of derivative books,increase reading ratio are the deal policy.The operation strategy of American trade book offers many lessons for us.Our publishers should pay more attention to social media,improve the proportion of high quality original content,increase the interaction between readers and editors,use multiple types of social media,explore the depth of social media functions,analyze the communication path of information,play the key node detonation effect.