Imagine you are a small Canadian publishing house that wants to move away from the ‘classics’ and dive into the world of online culture, but you have no idea where to start. You understand that ‘buy-in’ to some trends may help put your books on the map, but which trends are worth it? Social media experiences such rapid growth that those not perpetually online are overwhelmed with the various types of information they are experiencing as soon as they open TikTok or Instagram (Zhang, Zhao, and Xu 2016). But social media is here to stay, and you can continue on continuing on, or you can embrace social media for the…