Social Media – It seems as if we are glued to it; both night and day.
Many authors, both legacy published and indie, immediately take to the social media scene and use it as a platform that consists of posts which amount to nothing more than: Buy Me, Buy Me, Buy Me.
Seriously - I’ve been on Twitter and Facebook now for well over a half dozen years and it has all blurred into the same thing. Now, I will be the first one to admit that I have previously used these platforms in the same way. Hey, we all make mistakes, but I can tell you, based on my experiences, these are really bad vehicles for promoting your book.
The problem is you are trying to read the tea-leaves and hype your book to a completely random audience. For example, even if you have an amazingly diverse number of followers, the reader who might be interested in your book has to be at their computer at the very same moment you post. What do you think those odds are? There are over two hundred million Facebook users and nearly seventy million Twitter users in the United States alone. Something tells me you’re going to experience some type of scheduling conflict as you try to connect.
And it’s not just a matter of connecting; you also have to find them when they are in the mood and we all know how hard that can be……
The truth is, more likely than not, they are there looking for cute animal pics, inspirational quotes or to find out what they need to be offended by today. In fact, looking at sales trends on my books, I can’t recall any instance where anything appeared to be social media driven. Even when offering free or discounted deals, I didn’t observe any major uptick that coincided with social media posting.
That being said, do I think you should forego social media as a whole? No, not at all, you should make it part of your platform, but make it a well-rounded part. Don’t just use it for YOUR books, throw in the occasional cute animal photo and remember to promote your fellow authors as well. No one really likes that person who only pats themselves on the back and this is a bigger problem than you might think. If you have 5k posts on Twitter and 4.9k consist of ‘buy my book,’ you are going to want to re-think things. That strategy might work, if your James Patterson, but the average indie author is probably going to turn-off a lot more potential readers than they entice.
Both Amazon and GoodReads are especially useful if you have a website / blog because you can also link those pages to show your most recent posts. Another nice feature of Twitter is that you can also ‘pin’ a post to the top of your page. I have a link to my books and this allows those who want to tweet me the opportunity to share it, without having to search through a ton of unrelated posts. I use this method when re-tweeting my fellow authors and let me tell you it is a blessing. If I have to scroll through dozens of tweets without finding one of your books, I simply give up. If you don’t care, I don’t care.
While I am on the topic of Twitter, let me provide some advice here. If you are an author, please, please, please: Reconsider whether you want to tweet that inflammatory political comment. Too often, many do not exercise caution or even good judgment when it comes to this topic. Mind you, I am not talking about re-tweeting things that are intellectually critical about a politician or a potential issue, but the ones that are downright mean-spirited. The reason for this is that there is a very strong possibility you will most likely alienate a potential reader.
I screen every new follower, to see what they post, when I am thinking about following them back. Often I see completely discredited commentary or inflammatory rhetoric. Not only am I not going to follow you, but I am certainly not going to buy your books. That’s not to say that I demand everyone to be like me, or to refrain completely from discussing issues, but I draw the line when it comes to crudely bashing someone simply because you disagree with them. We need to return the word civil back to civil discourse. The literary world is tough enough that you don’t need to chase away any potential readers.
Up next: Publicity - Fake it, Till You Make it.
This isn’t intended to be a complete list, but some suggestions as to what has and hasn’t worked for me.
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