Content Comparison
Quill Shift Literary Agency posted little on all three of their accounts during my observation period. Researching further back, however, I realized their posts were not as engaging as they could be. This became even more apparent while shadowing 3 Seas Literary Agency and Penguin Random House.
3 Seas Literary Agency
As I followed 3 Seas Literary Agency, I realized, above all else, the love they have for their authors. Nearly every week, the founder – Michelle Grajkowski – made sure to spotlight the agency’s various authors, whether the book was sold, published, or received an award/outstanding review. Below, I have compiled several highlights with commentary.
3 Seas Literary Agency
As I followed 3 Seas Literary Agency, I realized, above all else, the love they have for their authors. Nearly every week, the founder – Michelle Grajkowski – made sure to spotlight the agency’s various authors, whether the book was sold, published, or received an award/outstanding review. Below, I have compiled several highlights with commentary.
Figure 6: Original screenshot of 3 Seas Literary Agency’s Twitter profile, taken for Week 3 Review (January 28th-Feb. 3rd, 2017) for comparison.
With these two tweets, Grajkowski effortlessly promotes both her authors and company.
First, through announcing that she will attend a writing conference. This allows her to further make connections with other attending, industry professionals, and for those who wish to connect with her – whether as a publisher, editor, or writer – they now have an idea of how to. In publishing, connections are everything, and Grajkowski recognizes that. This is not the only time during my observation that I witness her speaking of a conference or event she has been to / will attend again.
Second, Grajkowski supports one of her authors, Katie MacAlister. A quick glance at MacAlister’s Twitter suggests she is a New York Times bestselling author and has a serious love for writing about vampires.
It’s a no-brainer that Grajkowski supports MacAlister, since she is one of her many chart-topping writers, but her promotion is not exclusive. As I stated above, I noticed how much love 3 Seas has for its authors, so it is no surprise when Grajkowski equally supports one of her newer clients, Kerrelyn Sparks:
First, through announcing that she will attend a writing conference. This allows her to further make connections with other attending, industry professionals, and for those who wish to connect with her – whether as a publisher, editor, or writer – they now have an idea of how to. In publishing, connections are everything, and Grajkowski recognizes that. This is not the only time during my observation that I witness her speaking of a conference or event she has been to / will attend again.
Second, Grajkowski supports one of her authors, Katie MacAlister. A quick glance at MacAlister’s Twitter suggests she is a New York Times bestselling author and has a serious love for writing about vampires.
It’s a no-brainer that Grajkowski supports MacAlister, since she is one of her many chart-topping writers, but her promotion is not exclusive. As I stated above, I noticed how much love 3 Seas has for its authors, so it is no surprise when Grajkowski equally supports one of her newer clients, Kerrelyn Sparks:
Figure 7: Original screenshot of 3 Seas Literary Agency’s Facebook profile, taken for Week 4 Review (February 4th-10th, 2017) for comparison.
Promoting – rather, supporting – their authors is the quality that stands out most when it comes to 3 Seas’ online activity. When this continually occurs throughout their online activity, as I have noted throughout my weekly reviews, this generates feelings of confidence and trust within the company, which was – is – sorely lacking with Quill Shift Literary Agency. An excerpt from one of my weekly reviews dives into such:
When comparing Quill's lack of activity (or lacktivity) to 3 Seas' Twitter feed, I noticed Quill's negligence even more. 3 Seas, within the last week and on their Twitter alone, posted five times. Two of those posts are directly related to one of their clients' success.
Michelle Grajkowski - the founder of 3 Seas Literary Agency - has put her best foot forward when it comes to her company. Moreover, consistency exists between her social media platforms where Quill experienced posting discrepancies. (2)
Further into my weekly reviews, I even admitted that if Quill Shift ran their social media the way 3 Seas did, then all of my concerns would not exist. This is because 3 Seas makes a point to show their support for their authors while promoting their brand. 3 Seas puts effort into their business, which makes prospective clients, consumers, or connections (myself included) feel confident and assured that they would put the same effort in their work.
Trust exists with 3 Seas, and because of it, the issues with Quill Shift’s social media are only more glaringly obvious.
In the next figure, however, Grajkowski goes beyond simple support.
When comparing Quill's lack of activity (or lacktivity) to 3 Seas' Twitter feed, I noticed Quill's negligence even more. 3 Seas, within the last week and on their Twitter alone, posted five times. Two of those posts are directly related to one of their clients' success.
Michelle Grajkowski - the founder of 3 Seas Literary Agency - has put her best foot forward when it comes to her company. Moreover, consistency exists between her social media platforms where Quill experienced posting discrepancies. (2)
Further into my weekly reviews, I even admitted that if Quill Shift ran their social media the way 3 Seas did, then all of my concerns would not exist. This is because 3 Seas makes a point to show their support for their authors while promoting their brand. 3 Seas puts effort into their business, which makes prospective clients, consumers, or connections (myself included) feel confident and assured that they would put the same effort in their work.
Trust exists with 3 Seas, and because of it, the issues with Quill Shift’s social media are only more glaringly obvious.
In the next figure, however, Grajkowski goes beyond simple support.
Figure 8: Original screenshot of 3 Seas Literary Agency’s Twitter profile, taken for Week 4 Review (February 4th-10th, 2017) for comparison.
This figure reveals that Grajkowski promotes Kerrelyn Sparks on both Facebook and Twitter – not a month apart, either – which increases views and follows on all platforms. Along with Sparks, another of their authors, Alexis Morgan, is spotlighted through a popular, marketing tactic: flash sales.
Flash sales are wonderful techniques to boost sales, and promoting them only increases those numbers even more. While this is remarkable, there are still two more, distinguishing tweets in the above figure.
The two middle tweets provide a description for a desired book followed by the MSWL hashtag. For those unfamiliar, it stands for Manuscript Wish List. The hashtag allows readers some insight on what the market is seeking, and more specifically, what their favorite agents are looking for. Participating in #MSWL guarantees a few submissions, which could mean acquiring the next best seller.
3 Seas celebrates it all, though, which adds to the genuine love and support viewers feel.
Flash sales are wonderful techniques to boost sales, and promoting them only increases those numbers even more. While this is remarkable, there are still two more, distinguishing tweets in the above figure.
The two middle tweets provide a description for a desired book followed by the MSWL hashtag. For those unfamiliar, it stands for Manuscript Wish List. The hashtag allows readers some insight on what the market is seeking, and more specifically, what their favorite agents are looking for. Participating in #MSWL guarantees a few submissions, which could mean acquiring the next best seller.
3 Seas celebrates it all, though, which adds to the genuine love and support viewers feel.
Figure 9: Original screenshot of 3 Seas Literary Agency’s Facebook profile, taken for Week 6 Review (February 18th-24th, 2017) for comparison.
Happy Release Day, indeed. Throughout the duration of my shadowing of 3 Seas, there were several Release Days, all accompanied with congratulations and links. Some even included contests to generate excitement:
Figure 10: Original screenshot of 3 Seas Literary Agency’s Facebook profile, taken for Week 8 Review (March 4th-10th, 2017) for comparison.
Another wonderful marketing tactic from 3 Seas, spreading writerly awareness and involving their audience. If I were a client, I know I could not ask for more support from an agency, which is why so many examples have been displayed in their content section.
Compared to the greats like Penguin Random House, 3 Seas Literary Agency is small but mighty. They have achieved so much because they have put both the effort and mind in, taking care with each social media post on each platform to ensure maximum impact. I even say in a weekly review, “3 Seas Literary Agency has a phenomenal handle on what it means to be both active and effective online, and Quill Shift Literary Agency could learn quite a bit from them.”
If 3 Seas Literary Agency were a person, they should be Quill Shift Literary Agency’s role model, for which they strive to follow in every footstep. In this case, emulation breeds success, and the same could be said if they followed Penguin Random House.
Penguin Random House
Penguin Random House has an endless supply of quality content given their vast repertoire of published pieces, whether through their title print or one of their nearly 250 child imprints, such as but not limited to: Viking Books, Putnam, Razorbill, and The Crown Publishing Group.
Like 3 Seas Literary Agency, Penguin Random House utilizes images, links, marketing tactics such as giveaways, and various release day or awards announcements to connect with their large audience.
A few examples with brief commentary have been inserted below.
Compared to the greats like Penguin Random House, 3 Seas Literary Agency is small but mighty. They have achieved so much because they have put both the effort and mind in, taking care with each social media post on each platform to ensure maximum impact. I even say in a weekly review, “3 Seas Literary Agency has a phenomenal handle on what it means to be both active and effective online, and Quill Shift Literary Agency could learn quite a bit from them.”
If 3 Seas Literary Agency were a person, they should be Quill Shift Literary Agency’s role model, for which they strive to follow in every footstep. In this case, emulation breeds success, and the same could be said if they followed Penguin Random House.
Penguin Random House
Penguin Random House has an endless supply of quality content given their vast repertoire of published pieces, whether through their title print or one of their nearly 250 child imprints, such as but not limited to: Viking Books, Putnam, Razorbill, and The Crown Publishing Group.
Like 3 Seas Literary Agency, Penguin Random House utilizes images, links, marketing tactics such as giveaways, and various release day or awards announcements to connect with their large audience.
A few examples with brief commentary have been inserted below.
Figure 11: Original screenshot of Penguin Random House’s Twitter profile for comparison.
I selected these two back-to-back tweets for one simple reason: Quill Shift Literary Agency prides itself on its diversity. In fact, it is one of the first words I associate them with. So these two are both wonderful resources and goals for them.
By resources, I mean that Quill Shift can utilize these lists as an example of what they are seeking from possible submissions. Diversity is usually cut-and-dry, but to some, small plugs of color or situational conflicts not intrinsic to the plot or main characters constitutes such a label. With this, Quill Shift could further define what they want to represent.
By goals, I mean that Quill Shift should strive to be a number on one of Penguin’s lists someday. As a proponent of diverse publishing, if they would cultivate their authors in the same manner as either 3 Seas Literary Agency or Penguin Random House themselves, then this feat is possible.
Additionally, Quill Shift should strive to post similar content, a.k.a. content that represents their brand and engages the audience they want to connect with. Speaking of engagement:
By resources, I mean that Quill Shift can utilize these lists as an example of what they are seeking from possible submissions. Diversity is usually cut-and-dry, but to some, small plugs of color or situational conflicts not intrinsic to the plot or main characters constitutes such a label. With this, Quill Shift could further define what they want to represent.
By goals, I mean that Quill Shift should strive to be a number on one of Penguin’s lists someday. As a proponent of diverse publishing, if they would cultivate their authors in the same manner as either 3 Seas Literary Agency or Penguin Random House themselves, then this feat is possible.
Additionally, Quill Shift should strive to post similar content, a.k.a. content that represents their brand and engages the audience they want to connect with. Speaking of engagement:
Figure 12: Original screenshot of Penguin Random House’s Twitter profile for comparison.
Hashtags are vital when one wishes to connect with various groups of people on the internet, Twitter especially. Posting a quote of the day enables Penguin to reach their audience with relevant content, possibly even inspiring them afterwards. This results in endless generation, boosting how the brand is received that much more. Though it is a tactic to its core, its useful all the same.
Figure 13: Original screenshot of Penguin Random House’s Twitter profile for comparison.
Another marketing tactic that frequents Penguin’s page is the above post. Scrolling through their Twitter feed, one sees quite a few of them as the blue tones catch the eye. But is the price and constant availability an effective sales technique?
A fellow writer friend of mine, the award-winning Katie Cross, conducted a study which proved that offering books at $0.99 was phenomenal for sales, far outweighing other promotions (3). Where 3 Seas only had one flash sale occurring the entire time of my observation, Penguin has them often with multiple titles, increasing their sales tenfold.
These marked-down titles are also given a certain spotlight. If they do well enough, they can return to the best-selling charts, as they are counted by total volume rather than price sums. So while the love is not as clearly there as it is with 3 Seas, Penguin is effective in its promotion, which is a concept Quill Shift sorely lacks.
A fellow writer friend of mine, the award-winning Katie Cross, conducted a study which proved that offering books at $0.99 was phenomenal for sales, far outweighing other promotions (3). Where 3 Seas only had one flash sale occurring the entire time of my observation, Penguin has them often with multiple titles, increasing their sales tenfold.
These marked-down titles are also given a certain spotlight. If they do well enough, they can return to the best-selling charts, as they are counted by total volume rather than price sums. So while the love is not as clearly there as it is with 3 Seas, Penguin is effective in its promotion, which is a concept Quill Shift sorely lacks.
Figure 14: Original screenshot of Penguin Random House’s Twitter profile for comparison.
Lastly, Penguin, again, engages their audience on a regular basis through connecting readers to librarians via the #askalibrarian hook. This hashtag is unique to them, and Penguin maximizes on its potential through the fact that most books recommended are published by Penguin or through an imprint of Penguin.
Furthermore, Penguin strengthens relations with the professional men and women on the front line: librarians. Librarians manage libraries from stocking the shelves, doling out recommendations, organizing various events, and so forth. Having librarians as an ally is a magnificent opportunity to promote one’s brand.
Additionally, one aspect of Penguin’s content rises above the rest: their use of video.
Furthermore, Penguin strengthens relations with the professional men and women on the front line: librarians. Librarians manage libraries from stocking the shelves, doling out recommendations, organizing various events, and so forth. Having librarians as an ally is a magnificent opportunity to promote one’s brand.
Additionally, one aspect of Penguin’s content rises above the rest: their use of video.
Figure 15: Original screenshot of Penguin Random House’s Twitter profile for comparison.
Read It Forward is a venture created and supported by Penguin Random House. This is not the only time Penguin has utilized video, though.
Figure 16: Original screenshot of Penguin Random House’s Happy Holidays video for comparison.
Figure 16 is a screenshot from Penguin’s 2015 Happy Holidays video. Videos, just like movies, can say more with less when compared with books and articles. In just under a minute, the video illustrates what the Penguin Random House legacy is through its careful use of branding, persuasion, and creativity.
In the first frame, books border the video, and in the seconds after, the audience is introduced to a penguin. Not just any penguin, though. The very same penguin in Penguin Random House’s logo. Within seconds, this is a successful stab at establishing branding. Halfway through the video — as the penguin wobbles down the hallway — the audience glimpses popular titles and publications from that previous year, further promoting the brand. Then, at the end, books are gifted for the holidays and every animal in the room, whether penguin or dog, is reading by the fireplace.
Penguin Random House’s logo or identity is front and center in every frame of the holiday video. So, while the recording is meant for well wishes, they have incorporated their brand so well into it that it doubles as an advertisement.
In terms of persuasion, it is a successful advertisement because of the rhetorical technique pathos, which hones into the emotions of the audience. There’s something nostalgic about watching animated animals on a screen; it takes you back to the childhood days of Saturday cartoons. Therefore, the audience can identify with the on-screen penguin despite the fact we are not penguins ourselves.
Additionally, the penguin represents a family member, further showcased by the scene inside the home with the living room, gift-giver, baby penguin playing blocks, and pet dog. Furthermore, this moment in particular warms the heart because of the scene itself; the image of sitting by the fireplace with family is endlessly relatable, whether the audience member experiences this themselves each year or is familiar with it through television and film. This act of storytelling draws the audience in, as it has always done.
To combine penguins and books — the staples of Penguin Random House’s brand — is no easy feat. However, in this video, they seem to pull it off flawlessly. It is hard to imagine this holiday recording as anything else despite the fact that it is so uniquely Penguin Random House. Or perhaps, that is why.
Penguin Random House was able to reach this label of creativity — of perfecting this video for their brand — because of how well they know themselves. Because of this, their legacy reached through the screen to everyone that viewed it. This video represents content at its finest.
Conclusion
Quill Shift Literary Agency disappoints in not only consistency but content as well. The agency is neither connecting with their audience enough nor representing their brand through all the facets that make it unique and desirable for potential clients.
3 Seas Literary Agency and Penguin Random House succeed because of their content even if their numbers do not match expert recommendation for social media marketing. Quality over quantity, as the saying goes.
However, with this final section, if followed, Quill Shift Literary Agency could have it both.
In the first frame, books border the video, and in the seconds after, the audience is introduced to a penguin. Not just any penguin, though. The very same penguin in Penguin Random House’s logo. Within seconds, this is a successful stab at establishing branding. Halfway through the video — as the penguin wobbles down the hallway — the audience glimpses popular titles and publications from that previous year, further promoting the brand. Then, at the end, books are gifted for the holidays and every animal in the room, whether penguin or dog, is reading by the fireplace.
Penguin Random House’s logo or identity is front and center in every frame of the holiday video. So, while the recording is meant for well wishes, they have incorporated their brand so well into it that it doubles as an advertisement.
In terms of persuasion, it is a successful advertisement because of the rhetorical technique pathos, which hones into the emotions of the audience. There’s something nostalgic about watching animated animals on a screen; it takes you back to the childhood days of Saturday cartoons. Therefore, the audience can identify with the on-screen penguin despite the fact we are not penguins ourselves.
Additionally, the penguin represents a family member, further showcased by the scene inside the home with the living room, gift-giver, baby penguin playing blocks, and pet dog. Furthermore, this moment in particular warms the heart because of the scene itself; the image of sitting by the fireplace with family is endlessly relatable, whether the audience member experiences this themselves each year or is familiar with it through television and film. This act of storytelling draws the audience in, as it has always done.
To combine penguins and books — the staples of Penguin Random House’s brand — is no easy feat. However, in this video, they seem to pull it off flawlessly. It is hard to imagine this holiday recording as anything else despite the fact that it is so uniquely Penguin Random House. Or perhaps, that is why.
Penguin Random House was able to reach this label of creativity — of perfecting this video for their brand — because of how well they know themselves. Because of this, their legacy reached through the screen to everyone that viewed it. This video represents content at its finest.
Conclusion
Quill Shift Literary Agency disappoints in not only consistency but content as well. The agency is neither connecting with their audience enough nor representing their brand through all the facets that make it unique and desirable for potential clients.
3 Seas Literary Agency and Penguin Random House succeed because of their content even if their numbers do not match expert recommendation for social media marketing. Quality over quantity, as the saying goes.
However, with this final section, if followed, Quill Shift Literary Agency could have it both.