Case Study: American Booksellers Association achieves global social media reach and a drop in independent bookstore closures with Basis Technologies

Driving World-Wide Social Media Engagment For A Not-For-Profit

The American Booksellers Association, a national not-for-profit supporting independent bookstores, wanted to move its in-store “Don’t Box Out Bookstores” campaign into the digital space to extend its message and drive engagement. They partnered with Basis Technologies, using Basis’s Media Strategy and Activation team to build an online campaign and boost visibility.

Basis Technologies developed a targeted Twitter campaign aimed at journalists, activists and book lovers and geo-targeted readers within a ten-mile radius of independent bookstores. The effort generated national coverage (including The New York Times, LA Times and The Washington Post), global mentions, and strong engagement metrics: 9,139 mentions, 538,000 likes, 2.8MM shares, 3.4MM interactions and 112MM reach. According to the ABA, the share of independent bookstores in danger of closing fell from 25% to 5% since the campaign launch.

American Booksellers Association