Building a readership online can seem daunting. In this special event, fiction and nonfiction authors come together with two publishing marketers to help demystify this challenge. This panel of seasoned experts share their failures and successes, how they’ve gone about developing a loyal reader base by engaging inventively using the various social media platforms, and what they’ve learned from readers that has informed their work. They will address Who to target - from readers to librarians to bookstores and more - What to do to stand out in a crowded marketplace - Where to participate, helping identify appropriate platforms and maximize the experience there - and When to engage, from pre-book launch to back list visibility. The panelists are Mateo Askaripour, Jessica Lahey, Claire McKinney, Hannah Orenstein, and Miral Sattar, with moderator Jane Murphy and Authors Guild Ambassador Diana Altman.