I’m excited to wrap up this season by diving into a game-changing book: Networks, Crowds and Markets by David Easley and Jon Kleinberg. This comprehensive tome on network theory has been instrumental in my quest to understand and influence the publishing market. Let me share some key insights that could transform how you approach your author career.
The Publishing Market: A Complex, Self-Organizing System
First, let’s acknowledge a crucial fact: the publishing market is a self-organizing system with uncertain outcomes and unequal results. This isn’t just anecdotal; it’s scientifically proven. Understanding this can help us navigate the fickle nature of publishing with a strategic mindset.
The Power of Understanding Networks
While network theory has a rich history dating back to Euler in 1736, let’s focus on two groundbreaking studies that are particularly relevant to us as authors:
- Milgram’s “Six Degrees of Separation”: This famous study found that, on average, only 5.8 people separate any two individuals. Crucially, most connections passed through just two “super connectors.”
- Granovetter’s Strong and Weak Ties: This research revealed that weak ties often prove more valuable in job searches than strong ties. Let’s break this down:
- Strong ties: Close relationships with frequent interaction (family, close friends)
- Weak ties: Distant relationships with less frequent interaction (acquaintances, colleagues)
Applying Network Theory to Your Author Platform
Based on these insights and my experience in publishing, here are some strategies to consider:
- Leverage strong ties for committed engagement and feedback
- Utilize weak ties for broader reach and new audience development
- Focus on converting weak ties into strong ties
The most successful authors I’ve seen don’t just accumulate weak ties or rent them from advertisers. Instead, they focus on strengthening their existing network. As you deepen these connections, your network naturally expands, especially when you purposely seek out and win over super connectors.
Pro-tip: Don’t confuse influencers with super connectors. Influencers aggregate weak links, while super connectors have trusted relationships and social capital they can distribute on your behalf if they feel you’re trustworthy.
Putting It Into Practice
- Identify the strong and weak ties in your current network
- Develop strategies to deepen connections with promising weak ties
- Seek out potential super connectors in your genre or local writing community
- Create value for your network, building trust and social capital
Remember, building a powerful network isn’t about accumulating the most followers or connections. It’s about fostering genuine relationships and strategically positioning yourself within the publishing ecosystem.
Next week, we’ll explore how game theory can further inform your publishing strategies.