Another Chapter Bookstore Strategy in Action - Beth Wolf Blog Post #4

As I mentioned last week, one of the things I am very passionate about is books. And when I am not supporting my local public libraries, I love to support local bookstores. One such local bookstore is Another Chapter located in Fairport, NY. I follow them on both Facebook and Instagram but I decided to analyze their Facebook strategy because I know they post their events on their Facebook page.

Another Chapter's logo

*Disclaimer* While they are a bookstore and focus on books, Another Chapter is very forward about their social justice platform, as evidenced by the rainbow featured in their logo, as well as the opening door. So some of the following posts mentioned may contain topics that are sensitive in nature. 

Last Friday, Another Chapter created an event on their page and shared it. Fairport is a very active town with lots of festivals and the bookstore often participates in the festivals by leaving their door open and allowing free-flowing traffic and augmenting the festival with extras of their own. In this case, they shared that they are participating in the Scarecrow Festival in Fairport on September 27th with an author signing, a storytime, book giveaways, a free book table to pick from when customers buy something from the store, as well as something called "Squash & Pumpkin #squashgoals."

On Monday, the 22nd, the bookstore shared a cute graphic and message wishing all customers and friends celebrating Rosh Hashanah a "happy, healthy, and peaceful new year."

On Tuesday, the 23rd, the bookstore shared a picture of a stack of books with the caption "New Release Tuesday!" Since I am a regular follower, I know this is a regular staple of their social media postings. Usually a short highlight of some of the books follows but this one simply calls out that they are currently sold out of Kamala's biography but will be getting more in towards the end of the week and also promising to set some aside for loyal followers if they reach out.

On Thursday, the 25th, the follow up to Tuesday's promise of more copies of Kamala's biography being back in stock is posted with a picture of a stack of the books.

While they posted 4 times over the last week, it never seems overwhelming to me as a follower. I like seeing them get involved in the local events and share how they augment these festivals and make them special for the store. I also look forward to seeing that stack of books on my feed every Tuesday so I can see what is new and if I want to add anything to my Want to Read list. I also love how they post lots of visuals - covers of books, book spines, book shelves... All of it draws my attention and makes my feed fun to look at.

As I mentioned before, Another Chapter is very forward about using their platform to fight for social justice. I have always admired that and it has never bothered me. It almost seems like a mini news hub or gathering place for the village of Fairport. Obviously, I don't rely on it alone but it adds a little local color and personal spin on stuff going on near me. And while most of their posts are about books, their posts regarding social justice never feel random or out of place to me as a viewer because it is a part of their identity.

I think having a static planned post for Tuesdays with the New Release Tuesday is probably their best content strategy. I know I look for this post each week and I wouldn't be surprised if others did as well. Followed closely to that is their participation in and sharing of local events. I have been to a book release party at the bookstore as well and it was so fun. Even though I went alone, I immediately felt welcomed and included. And the freebies were AMAZING!!!

Comments

  1. Christina BeiderbeckeSeptember 28, 2025 at 1:12 PM

    Several parts of your post grabbed my attention. I like how you recognized that the posts made by Another Chapter bookstore have a connection to their overall identity. You understood that they provide a service through their bookselling, but that it is not done in a bubble. It really is important that you noted in your analysis that they are an active part of the local community and the widespread social justice community too. Knowing all of this, their content strategy makes so much sense. Finally, I agree with you that having a static planned post like "New Release Tuesday" is perfect for drawing people to their social media on at least a weekly basis.

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