Sunday, June 26, 2011
Social Media Marketing Made Easy
Since the launch of my e-books I've been getting emails from author friends, some of whom are flummoxed or annoyed about the whole social media marketing thing. These are established writers, too, who feel under pressure to Tweet this and Facebook that, and blog the other thing. All of which takes time away from what they want to do most -- write fiction.
And then there are the newbies, who are being told You have to have a platform even before you have a book, which always seems like telling a Sea Scout he has to build a boat before he can go to the beach.
It's a real concern, because too much stress and attention put on self-promotion and marketing can actually have an adverse affect on your writing, and even your personal life. OTOH, an author does need to get in the game in some way.
So what's the balance? What follows are some tips for getting a foothold in social media marketing. They seem to work for me, so do with them what you will.
Don't try to be active on every possible platform. You'll end up diluting your effectiveness in each. Instead, choose two or three and get really good at it.
For me, it's primarily blogging (here at TKZ) and Twitter. I find the substance of blogging once a week, and the real time of Twitter each day, the perfect blend. On occasion I drop into other blogs and comment if I feel I have something to add to the discussion. I do have a Facebook author page.
I do an occasional video, like this one on writing advice.
The smartest social media guy I know, Thomas Umstattd of Author Tech Tips, says, "It is much better to specialize. Seth Godin does not do Twitter or Facebook. He just has the most popular blog ever. Be faithful in a few areas and then you will be ready to be faithful in many areas."
2. Don't Be Like Alec Baldwin in Glengarry Glen Ross
Remember the famous Glengarry Glen Ross speech delivered by Alec Baldwin? "ABC – Always Be Closing!" The hard sell, all the time.
Not in social media. If it's always about you and your books, it gets tiresome fast. You may think you're doing a numbers game, like sales folk, who cold call with the same script over and over until they land a fish.
In social media, the key word is "social" as in "relating to or designed for activities in which people meet each other for beneficial exchange."
Don't be repetitive, sending the same tweet or message over and over again: Please follow me on my fan page. Followed a day later by, Please follow me on my fan page. You might as well type Apply directly to the forehead because that's what people will want to do with the headache you've given them.
Try to give each message a unique spin or angle. You're a writer, aren't you? Prove it.
3. Use the 80/20 Rule
Spend 80% of your social media time focusing outward. Interact with people. Provide good content. Link to other sites and articles of value. Be personable. Make people glad they have you on their list of people to read.
Use only 20% of the time to "sell" something. And even when you do, don't make it a generic "Buy my stuff" (BMS) kind of thing. If you do BMS over and over again, people are going to tire of you and find ways to avoid your posts.
Instead, always provide some sort of reason people should buy your stuff. Maybe it's the launch, which you can announce winsomely and with a little panache. Or a contest. Or you're providing some proof of value (such as a clip of a review). You can be clever in how you word things. Anything but "Buy my stuff!"
4. Don't Hurt Your Writing Time or Your Life
If you find your social media presence detracting from your writing time and your ability to produce quality words, cut back. If you're on Facebook more than you're with your family, check your priorities. This stuff isn't as important as either of those two things.
5. Don't Sweat It
No one knows what works. In fact, even the stuff that works doesn't work all the time. This is a fluid and un-measurable sea we're in. So find a good balance, provide quality, be consistent and be patient.
Most of all write great books. That's the key to repeat business, which is what makes a career.
So what about you and the social media scene? What are you doing that works? What frustrates you?