I love to read and discuss my favourite books, but unfortunately I don’t really have time to commit to an in-person book club. I figured I can’t be the only one, so I started an online book club for busy bookworms earlier this year.
The Modern Girls Book Club is targeted to women in their mid-20s to late-30s who, due to professional and personal obligations, cannot commit to an in-person book club, but still want to engage in great book club discussion. The goal of the blog and Instagram account is to earn high engagement, especially comments, among followers. And while gender and age are specifically targeted, there is much variety within this audience; there are single women, married women and divorced women, there are stay-at-home mothers and career women, there are women from different backgrounds and religions, the list goes on… The more perspectives the group can offer, the better the discussion!
For psychographics, my audience are introverts (bookworms aren’t known to be party animals), but there is an influencer side to them because they do recommend books to their friends and followers. Most are middle class, as they have a bit of a disposable income to spend on books, and many enjoy the occasional vacation where they can pack a good book in their beach bag.
To effectively communicate with my audience, I plan to share engaging content on the blog and Instagram account, and to participate in existing online groups and discussions about books. Communities I can communicate with include: GoodReads.com, BuzzFeed Books and CBC Books Facebook Pages, the #AmReading hashtag thread on Twitter, #Bookstagram and #BookCommunity hashtags on Instagram, and #Booklr on Tumblr.
If you are a bookworm, where is your favourite place online to recommend great books?