on Terrible Minds:

Your immediate reading homework is this, from the NYT: MILLIONS OF FOLLOWERS? FOR BOOK SALES, IT’S UNRELIABLE. It’s behind a paywall, of course, so be advised of that if you are the kind of person who is halted by them — but I’ll do some summary of the article in question in order to dissect and reassemble its salient bits. The summary is this: it has long been assumed that people with huge social media followings therefore also sell huge numbers of books, and given the apparently low sales numbers of some of the celebrity books in question — which is to say, celebrities with considerable herds of fans following their every online move — it might be safe to consider that assumption to be a grandly bullshit one.

Big social media followings do not become big book sales.

I’ve said it forever, and it appears to remain the case, here.

Now, it is worth noting up front, before we dig too deep a hole, that the article is flawed in that it’s using only BookScan numbers, and BookScan is wildly unreliable in that it only captures print sales from certain sales outlets. It does not track e-books. It does not track audiobooks. It does not track library sales. Again, it tracks print books sold through standard print book sales points like Amazon, B&N, Target, many (but not all) indie stores.