Social Media professional groups - Dr. Glaser is a member of several orthodontist-related social media professional groups where he regularly participants. Key point: participation.
Don't join groups, stay dormant, and then do what I call "hit-and-run" advertising. Social media failure point no. 1: using your social media as a simple means to an end. I actually hate it when people use my Facebook page to advertise their products or services. So, don't use a professional group to simply advertise and walk away. Become an active member. Contribute to discussions. Build real relationships with other members. Then when the time is right, mention your book. Do not gratuitously use the group to promote yourself.
Join discussion groups - many online discussion groups exist regarding particular subjects. Join some discussion groups related to your book's theme. Again, the key is to become an active member. You must never think of social marketing endeavors as a straight-up method to advertise. All "social" media should involve "socializing" - that is the exact point of social media itself.
Linked-In has many discussion groups related to all kinds of subject matter. Do a search and see what's available. I am a member of several writers' groups and public relations groups. I have to admit I'm not always active. It depends upon time management. Like all social media, don't get too sucked into it. You can also waste a lot of time with very little return on investment.
Be brilliant in your techniques - huge compliment to Dr. Glaser who has been clever in what he's doing to generate sales. He came up with a contest that if other members of his group posted reviews of the first book, they would be eligible to win FREE copies of the patient-related version. This tactic immediately generated not only reviews, but also more sales.
Use key relationships to spread the words through discussion groups - again Dr. Glaser cleverly identified a colleague whose review would spur sales. This method solved a problem too. He didn't want to aggressively promote his book to this group. By enlisting the help of his colleague, he relied on another person to promote it, which gave it more credibility. This method once more generated sales.
It's been fun to watch how this book is selling. Hundreds of pre-sales were made for a book sight-unseen, which was remarkable in and of itself. Then the book orders began being filled, and the receipt of the actual book continued to generate buzz. It's a marketer's dream. Word of mouth buzz generating sales! We call this in marketing the "snowball effect" - and it's the goal of all marketing and public relations. You want your formal promotional efforts and traditional media campaign to roll up into a huge ball of success that keeps building.
Books that are a flash in the pan don't last. These kinds of books get one key book review or media placement, but the product isn't good enough to sustain the momentum. Luke warm reviews and general disinterest mean sales wane. But when your book is needed and wanted and well done, the sweet spot of "buzz" and "he/she told two friends," etc. is a marketer's dream come true.
Dr. Glaser has nearly sold out his first print run on just the first wave of social media. He's been active, smart and aggressive in his activities. It's paid off. He's an ideal case study of what TO do!
Now go market your little hearts out ... OR hire me to help you!