As
more authors scramble to market themselves and sell their books, knowing that
book signings, library appearances, and public events are non-existent or will
be limited, they are turning to the digital landscape with urgency and a
willingness to explore. So what kind of social media strategy is right for you?
First,
determine how many platforms you want to be active on -- and identify specific
ones that you plan to dedicate your time, energy, and mindshare to. Will you
choose from big ones, such as Twitter, Facebook, LinkedIn, YouTube, Pinterest
& Instagram – or smaller, but targeted ones?
Second,
think about – realistically – how much time you can devote to each platform.
Are you ready to post, connect, and engage on a daily basis?
Third,
stick to a plan and a schedule for your posting. Will you post once, three
times, five times or more per day?
Fourth,
what type of content do you plan to share or create? Can you come up with an
editorial calendar for scheduling posts and knowing ahead of time what they
will consist of?
Fifth,
can you diversify your portfolio of content, so that it’s balanced between
words, visuals, and sound? Mix it up, with photos, charts, illustrations, text,
video, and audio.
Sixth, the quickest way to grow your connections is to tap into the connections of others. Email your list of family, friends, relatives, colleagues, church members, old school chums, etc. and ask them to connect with you on a specific platform. Give them your handle for that site. Agree to follow/connect with them as well. Then ask them to share a piece of content from you on their social media platforms.
Seventh,
experiment and learn as much as you can about the platform you post on. See
what models or best practices exist. Observe and watch what others do to get
attention. You can do what they do.
Eighth,
you could use ads to boost your clicks and connections, but if you want long-lasting
connections, it is best to grow them organically.
Ninth,
think about the persona or voice that you want to carry in your social media. Are
you the intellect, comic, or angry guy? Are you the caring mom, sexy girl next
door, or the supportive friend? Will you rant or rave? Will you be known for
raising questions, challenging norms, or being different? Will you be a
cheerleader, a yes=person, or someone else? Who will you be online? Decide –
and remain in that character. Consistency is key.
Tenth,
try to avoid confusing getting clicks with being successful. We get addicted to
the discussions online and the reward of seeing our number of followers or
impressions rise, but more important than that is your conversion rate. How
much of your digital activity raises your brand profile, sells books, or allows
you to commoditize or capitalize on your fame? Pay attention to the bottom
line.
The
right social media strategy will balance your time with a pay-off and it will be
one that leads towards achieving bigger goals. It is a piece of the book
marketing puzzle. It is needed, but there is no reason for it to dominate all
that you do. Keep it in perspective and you might just find the right measure
of activity and reward.
PLEASE CONSULT THESE TIMELY RESOURCES
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Centric?
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