Here’s the operative paragraph in a piece in the NYT of December 8, called “Hachette to Experiment with Selling Books on Twitter“:
Do tweets sell books? It has long been a question for publishers and authors, who have started relying heavily on social media to promote books as they search for new ways to reach readers in an uncertain retail market. Authors with large Twitter followings, like John Green and Paulo Coelho, have become publishing powerhouses.
According to research, Twitter works as a platform only if the tweeter already has a following. That’s why this Hachette experiment makes sense—for titans of the publishing world, but not so much for other writers. We’ll see what happens.