Since the first week in July, Random House has published a video on YouTube featuring author David Mitchell answering a question from a fan. There are 10 questions scheduled to be answered, and they just released this 4th question.
I don’t know the release schedule for the questions/answers, but if a pattern has emerged, it looks like the answer to question 10 will be posted after the September 2 release date of The Bone Clocks. With this perceived schedule in mind, this is how I would approach posting the videos to social media.
Between now and August 4 – schedule 5 posts in social media:
August 5: Question 1 of 10
August 8: Question 2 of 10
August 12: Question 3 of 10
August 15: Question 4 of 10
August 19: Question 5 of 10 (which should be posted here on August 4)
At this point, I’d monitor customer interaction and feedback. You can subscribe to the channel on YouTube so you’ll be notified in real time when another answer has been published, at which point you can decide whether or not to share it.
If you do not share the videos with your customers, it’s important for the booksellers on staff to watch them. More “interaction” with an author creates better handsellers.