Consumer-facing book and author related content from Penguin Random House UK will move to Penguin’s social media channels from the end of today because it is the company’s “biggest brand on social media”.
Corporate news for audiences such as the press, authors and agents will be shared on new Penguin Random House-branded YouTube and Twitter channels, as part of the changes.
All consumer-facing news will move from the Random House YouTube, Twitter, Pinterest, Facebook and Soundcloud channels, as well as the Random House newsletter Word on the Shelf, to the corresponding Penguin channels. The Penguin channels will not be rebranded, despite carrying news from across the group.
Layla West, consumer engagement director at Penguin Random House UK, said: “In an age when we’re competing for people’s attention more than ever, it’s important we’re able to reach audiences in the places they are across social media, email and digital, and strong consumer brands enable us to do this.
“Penguin is our biggest brand on social media, with 913,000 followers on Twitter, 348,000 on Facebook, and 150,000 engaged monthly newsletter subscribers, so it makes sense to use Penguin-branded channels to communicate with our UK consumers on behalf of all our Penguin Random House UK publishing divisions.
“This is about putting the consumer first, so we’re able to effectively delight and inspire as many of them as possible to engage with the stories and ideas that matter online.
“We will also make changes to our b2b channels – new Penguin Random House UK Twitter and You Tube channels will share company news with other audiences such as the press, authors and agents.”
The Random House Pinterest, Facebook, You Tube and newsletter will be merged with the Penguin editions and so no longer exist, while the Random House Twitter account will be rebranded as Penguin Random House UK.
All adult audio content will be distributed via the Penguin Soundcloud account, and PRH has also launched a new Dead Good Soundcloud channel, which will focus on all crime audio content. The Dead Good crime community also has a website and a number of related social media accounts.
Currently the changes have no impact on the company’s websites, which still operate separately as Penguin and Random House.