As an author, one of the marketing strategies you will be expected to use is social media. Perhaps the biggest challenge is keeping up with the ever-changing platforms, applications and formats through which social media is delivered.
This outline is designed to help you maximize your use of social media by providing a basic overview of the most common social media channels, key considerations and strategies on how to effectively and efficient promote your books and author brand online.
What social media channels are you using?
Different channels have different applications
Connecting with readers
Connecting with influencers
Connecting with reviewers
Connecting with other authors
Re-route visitors to website
Establishing professional reputation
Facilitate two-way communication/interaction
What are you trying to achieve through your social media outreach?
It is critically important to know what you want and need to achieve in order to use the right social media channel effectively.
Common myths and presumptions about social media
High numbers of followers/connections = increased book sales. (NOT TRUE!)
Social media is one-way communication and/or mass communication. (FALSE!)
Everyone else except you knows the “secret” for social media success. (THERE IS NO SECRET!)
Social media = immediate results. (EFFECTS ARE CUMULATIVE!)
Important things to remember about social media
Social media connections should be treated like 1-on-1 interactions
Social media allows you to connect with audiences beyond your geographic reach – look for groups to connect with
Make sure your personal profile and other information is accurate and well-organized so people know who you are
Your social media should reflect your personality and style
Leverage the different types of format to appeal to different audiences (video vs. images vs. text)
Content must be accurate, timely and consistently maintained
Insure that branding elements (logo, key words, images) are consistent across all social media channels
Tips to leverage social media benefits
Make it easy for people to share your social media content. by using LIKE and SHARE buttons
Remember, it might be YOUR social media but it isn’t all about YOU
Create content that invites people to engage – ask questions, encourage participation, etc.
Give people a reason to come back to your social media
Keep content fresh and current
Create shareable content
Interview or profile industry experts
Share news bites or blog posts about your industry
Use photos and images
Learn how to use social media and use it regularly
Subscribe to blogs about social media
Share tips and advice with other authors
Explore tools such as Tweetdeck to help manage your social media channels
Use social media for interactive events such as Virtual Release Parties or Tweet Chats
How to achieve broadest reach with Facebook posts
- Words with no link — highest reach
- Words with no link and a photo — next highest
- Words with link embedded but no auto “pop up” below — third highest
- Words with link embedded but no auto “pop up” below and an attached
- photo instead — fourth highest reach
- Words with link embedded with an auto “pop up” below — fifth highest
- Shares of a link — lowest reach
Piggy-back off of other people’s connections
Use hashtags (#) to both identify and search for topics
Use the @ symbol to highlight other people’s names/profiles, in which case your post will appear no only on your social media stream but that of the highlighted individual
Comment on other people’s posts using # and @
What is your most significant social media challenge? Biggest social media success story? Share your questions and tips!