"More and more we're getting involved in doing these giveaways on Twitter," said Mary David, a PR manager for Borders. The company has done Twitter promotions in the past for the movie 9 and book series Hunger Games. "This is a channel that we're beginning to use pretty aggressively."
Borders has been on Facebook and Twitter for a while, as a way to reach out to customers where they are, Davis said. The company handles its social media outreach in-house, with teams coordinating Twitter posts with messages on various Facebook pages, including one for young adult readers and one for teachers.
"We understand our customers are on various channels, not only buying books, but also learning about books and authors and information surrounding those two things," Davis said, adding that the campaign did not incorporate traditional outreach beyond a press release. "This is so organic in nature that we're really trying to see how it takes off on Twitter, to see the kind of response that we'll get."