In the third in a series of essays on digital media and publishing, Ewan Morrison, who will appear at the Edinburgh World Writers' Conference, claims that as the project to monetise social media falters the self-epublishing industry's defects will be laid bare
I'm convinced that epublishing is another tech bubble, and that it will burst within the next 18 months. The reason is this: epublishing is inextricably tied to the structures of social media marketing and the myth that social media functions as a way of selling products. It doesn't, and we're just starting to get the true stats on that. When social media marketing collapses it will destroy the platform that the dream of a self-epublishing industry was based upon.
First, though, I conducted my own experiment. I decided to take these "platformers" at their word and seriously consider the possibility of self-promoting my books online (I even bought an iPhone so that I could get with the revolution). I am not alone in this: authors who have contracts with the big six publishers are now being asked, or obliged, to "get out there" and self-promote; something that 10 years ago would have been seen as selling-out is fast becoming the norm.
What follows is what I discovered about self-promotion in the digital utopia of social media marketing.
Read the rest at The Guardian.