. ▁ ▁McK ay ▁became ▁one ▁of ▁the ▁first ▁recognized ▁literary ▁writers ▁to ▁em brace ▁social ▁media . ▁During ▁the ▁ 2 0 1 0 ▁C BC ▁Canada ▁Read s ▁competition , ▁McK ay ▁used ▁Facebook , ▁Twitter ▁and ▁especially ▁YouTube , ▁to ▁promote ▁his ▁ 2 0 0 3 ▁novel ▁Tw enty - S ix ▁as ▁one ▁of ▁the ▁Best ▁Canadian ▁Nov els ▁of ▁the ▁previous ▁de cade . ▁He ▁used ▁hand - shot , ▁self - produ ced ▁videos ▁called ▁" Tw enty - six ▁Re asons ▁Why ▁You ▁Should ▁V ote ▁for ▁Tw enty - S ix ▁For ▁Canada ▁Read s ▁ 2 0 1 0 ". ▁The ▁novel ▁made ▁the ▁ 4 0 ▁book ▁long ▁list , ▁and ▁that ▁success ▁sp ur red ▁McK ay ▁to ▁further ▁use ▁of ▁social ▁media ▁as ▁a ▁prom ot ional ▁tool . ▁ ▁In ▁the ▁spring ▁of ▁ 2 0 1 2 , ▁McK ay ▁used ▁an ▁online ▁fund ing ▁site , ▁Ind ieg ogo . com , ▁to ▁fund ▁the ▁independent ▁publication ▁of ▁a ▁new ▁novel , ▁Roll ▁Up ▁the ▁R im . ▁That ▁campaign ▁raised ▁$ 1 0 , 0 0 0 ▁in ▁ 3 0 ▁days , ▁and ▁was ▁chosen ▁by ▁Ind ieg ogo . com ▁as ▁an ▁example ▁of ▁how ▁to ▁run ▁a ▁successful ▁online ▁fund ing ▁campaign . ▁ ▁Rec ogn ition ▁ ▁McK ay ' s ▁debut ▁short ▁story ▁collection , ▁Like ▁This , ▁was ▁short - list ed ▁for ▁the ▁G iller ▁Prize ▁in ▁ 1