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So Much Social Media, So Little Time

A Guest Post from Mindy Halleck

www.MindyHalleck.com

I love social media and all its quirks. I even own a Youtube channel for which I get more and more YouTube views from the marketing heaven, as it’s the only company I have found till date who uses the legal form of marketing techniques to get more views. I found a similar one, but for instagram as well. It allows you to get impressions on instagram. They both work pretty well, and I recommend you check them out if you’re looking for this kind of service. So recently I was dragged into the social media arena kicking, screaming and doubting the much-hyped benefits that 140 characters or pictures of kitty cats could deliver. I hated it. But then I also hated math in school, and guess who had a lucrative twenty-year career in mortgage banking?

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Since the аdvеnt оf Inѕtаgrаm, thе whоlе world hаѕ undеrgоnе mаjоr changes. Lіfе has bесоmе mоrе dіffісult, tense, іt requires реорlе tо hіghеr demands. We mоvеd from thе іnduѕtrіаl аgе tо thе era of information or intellectual wоrk. Wе bесаmе vеrу dереndеnt on the оріnіоnѕ of оthеrѕ оn thе Inѕtаgrаm. Phоtоѕ with graceful cheekbones аnd mysterious looks, interesting ѕtаtuѕеѕ, аnd pictures from the lаѕt rеѕt, аll thіѕ wе show оff. And the оnlу thing thаt wе expect іѕ that our self-esteem wіll іnсrеаѕе frоm thіѕ. But іn rеаlіtу, аnуоnе саn fall іntо a mіld dерrеѕѕіоn if sees thаt the ассоunt wіth fеw fans аnd роѕtѕ do nоt соllесt еnоugh lіkеѕ. Sосіаl networks ѕеrіоuѕlу аffесt оur рѕусhе. The оbѕеѕѕіvе thіrѕt tо gеt fоllоwеrѕ оr likes аnd vіеwѕ – like рhуѕісаl hungеr. Therefore, wе аrе ѕtrаіnіng, tаkіng ѕtерѕ оn thе саrееr lаddеr, wе buу Instagram followers, lіkеѕ аnd views surrounding оurѕеlvеѕ with a nеw audience. Evеrу new subscriber or fresh роѕt ѕhоuld wоrk for уоu. socialcaptain reviewed , аftеr buуіng fоllоwеrѕ, profiles bеgіn tо tаkе on a presentable арреаrаnсе. This, rеаllу adds соnfіdеnсе аnd hаrmоnу іn lіfе, аnd mоѕt іmроrtаntlу, іt can make your реrѕоnаlіtу рорulаr fоr rеаl. Mаnу hаvе hеаrd that blоggеrѕ еаrn wеll. And what dо they dо? Yеѕ, thе same thіng аѕ many fоr your personal Inѕtаgrаm. Thеу ѕhооt videos, take рhоtоѕ аnd wrіtе texts, buy Inѕtаgrаm fоllоwеrѕ and likes. Bеlіеvе you can рrоmоtе any profile оn the Inѕtаgrаm! You just have to get instagram followers faster. Pорulаr persons do nоt gеt tired of wrіtіng, what they are cool, whаt сооl photos they make, аnd how remarkably they shoot the vіdео. But let’s bе honest.

Phоtоѕ аnd vіdеоѕ оn Inѕtаgrаm ѕо muсh thаt even thе mоѕt wоndеrful, аlmоѕt masterpieces аrе lоѕt in a turbіd ѕtrеаm іf thе ассоunt follows a ѕmаll numbеr оf fоllоwеrѕ. Do not gеt lоѕt on thе general background оf thе сrоwd – buу fоllоwеrѕ оn Instagram! Yes, marketing guruѕ wіll thrоw you tomatoes for this аdvісе, but all рорulаr users hаvе ѕtаrtеd wіth thіѕ.

When I joined the hybrid book publishing company Booktrope as an author and book marketing manager, I quickly realized how much a writer must do to market his or her book. Aside from writing it (there’s a decade of blood, sweat and tears), there are the queries, dealing rejections (and acceptance, that’s not always a picnic, either), whipping it into publishing shape, and more.

Add that the social media campaign should be started long before the book is out.

So what’s the most effective way when there’s so much social media and so little time?

How can an author do it all? The easy answer is to pick what works for you, understand how it works effectively and then do it consistently.

For example, Twitter: I never saw the point, 140 characters . . . really? I honestly thought, “That’s just narcissism run amuck.”

Well, according to DMR, there are a billion Twitter users.

One thing I do know about math is you can’t argue with those kind of numbers, be they muck-runners or not. And did you know the most rapid growing demographic on Twitter, according to Fast Company, is the 55–64 age bracket?

That statistic grabbed my attention like a dog that just caught sight of a squirrel. That’s a huge segment of the target demographic for my upcoming novel, and for many authors I now represent—too large a number to discount. So I chased that squirrel and set out to understand the Twittersphere, because let’s face it: if it’s only 140 characters, how hard can it be, right?

First, I familiarized myself with the guidelines of Twitter. I suggest you do that with any social media vehicle you choose–one tidbit I garnered is the guidance not to blindly splay the same information across all social media platforms, as your dedicated followers will be inundated (and in turn likely annoyed) by the repeated information.
If you want to save time while broadening your social media audience, consider these tips:

1. Tweeting is HUGE in book marketing. Don’t underestimate the math—140 characters x one billion people = success.

2. Use hashtags. The # symbol is used to spot keywords or topics in a Tweet. It was generated by Twitter users as a way to sort, categorize, and often piggyback messages. Tweets with hashtags get two times more engagement. Examples of hashtags: #failedchildrensbooktitles #geekpickuplines #1stdraftmovielines #LarryBrooks #mindyhalleck #storyfix

3. However, less is more—keep hashtags to a minimum. According to social media experts at Buffer, one or two will get you 21% more engagement than if you add three or more. So don’t be an overzealous hashtagger.

4. Remember if it’s engagement you seek, keeping relevant hashtags in mind when posting will improve audience reaction. For example, my upcoming novel has a lot to do with the Korean War and Manzanita, Oregon. Those will be frequently utilized hashtags so that people who are interested in those topics can find me, and me them.

On that note, if you’re an author and selling books is your game, here’s a secret formula:

For every one tweet about your book, tweet twice about something else. Nobody likes or responds well to repeat “buy my book” tweets, blog posts, FB posts, etc.

Are you a marathon runner, award-winning cake decorator, bee keeper? Share those things also. Keep your theme in mind as you would with any good story; if you’re a runner, then tweet about running and things related to running. Become known as the author who does marathons.

That’s called branding, by the way.

For example, my amazing editor, Caroline Clouse, has a pet peeve about typos and editorial issues in printed material, so she tweets about it. With her tweeting she utilizes her source of irritation as a platform for her editing.

5. Keeping the “less is more” rule in mind, tweets with fewer than 140 characters (120–130) tend to get more attention and click-throughs.

6. The same goes with Facebook and blogs—shorter posts get more engagement. People are busy; longer posts have fewer readers. So, if engagement is what you seek, keep it short and sweet. Images and links also improve your chances of engagement, retweeting and sales exponentially.

7. If you want to spread the word about your upcoming book, published article, etc., consider the golden rule I learned way back in the ’70s (yes, I’m that old) from sales trainer and world renowned motivational speaker, Zig Ziglar. When I asked him how I could become a top producer, he said, “Just ask for it.” So I did.

Within six months I was rookie of the year.

I found that when I asked, people wanted to oblige. So fast-forward a few decades, and that golden rule still holds true. According to Fast Company, if you actually spell out “please RETWEET,” you have a 12% higher chance of being retweeted. So just ask.

The same thing does not work for everyone, so explore the many forms of social media (e.g., Reddit, LinkedIn, Pinterest, Instagram or Readwave) where you can share your work and get read around the globe. However, the best bet for busy authors facing so much social media and so little time is Twitter.

Mindy Halleck is a Pacific Northwest author, instructor and marketing manager at Booktrope Books. In 2007 she received Honorable Mention in the Writer’s Digest 76th Annual Competition, top 100 winners, Mainstream Literary Short Story. That short blossomed, and in autumn 2014 her novel, Return To Sender will be released. Mindy writes about writing, marketing and the writer’s life at her blog Literary Liaisons.

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15 Responses

  1. … uhh, make that, “clear away the weeds.” 😉

    That would have given a whole new meaning to, “kill your darlings.” Oops.

  2. @Larry – 
    I can see that you’d be wasting your time on a forum. You don’t need to be talking to folks that aren’t listening when you’ve got a loyal fan-club right here 😉 What you need to do is to get started on writing-book number three. It’s revenue waiting to be earned. And you can write another novel, perhaps as a foundation or a basis for it.

    “The book isn’t selling as good as I hoped.” So what, it’s still selling, and copyright never dies (until long, long after you do). Increase the size of your catalog and watch a rising tide lift all the boats.

    “But the book that’s selling isn’t the one that in my heart-of-hearts I want to write!” So what, sell it. You can work on two projects at once.

    =Any= fiction title has one serious drawback: it has a short shelf-life. (No pun intended.) And, it competes among millions of other titles on a more-or-less equal basis, UNLESS your brand-name is Stephen King.™ (Or a purely fictional name, such as Carolyn Keene, Franklin W. Dixon, Laura Lee Hope, or Victor Appleton.) You – even Stephen™ – have to keep writing them forever, because each one peaks then fades. But an educational title is sticky. People read it several times, learning something new from it each time. They gather with their fellow sojourners on their mutual quest and talk shop. And you’re their guru. 😉 Well, let’s just say, “someone who has amply proved that he has something worth listening-to to say.”

    But, “there it is.” Something unique to you, known to the public, with a demonstrated and happy market, and that you happen to be very good at. Most people aren’t. So what if it isn’t the success you expected to find. You’re not done yet, either. You put that piece of seed in the ground, and … leaves appeared. That’s huge. Your next move, my friend, is right in front of you. Add water, carefully clear away the leaves, then sit down at your typewriter. Rinse and repeat. I do hope that volume #3, “Story XXX,” is well under way, mmmm? “I want to -buy- it.”

  3. @Mike R – first off, thanks for your kind words, your stellar counsel, and for your continued contributions to this site. When a website exceeds the scope of its creator and becomes one of those forums, where others explore and expand the vision, then a sort of tipping point happens, and thanks to you and others (like Mindy, too) Storyfix teeters on the precipice of one.

    Quick story, since you suggest I get involved with other forums. I tried that before Story Engineering came out, thinking I might seed interest in the book, but being mindful not to “pimp” it, but rather, simply by being present and making contributions to a discussion. So I opened up a thread on a site called “Absolute Write” (it’s big) on the topic of structure and process… and was immediately crucified. It seems that most vociferous of writers are pantsers, they regard their approach like a radical religion, as the ONLY way, and any suggestion that one NOT simply start a manuscript to see where it goes, to write in context to something, is some combination of lunacy and heresy. It was a bloodbath. Of course, being a feisty guy myself (I’ve learned a lot since then) I engaged, who believes in the power of story physics and architecture and criteria-based story development (which is always in play, even for denying pantsers), the thing exploded. It got ugly, personal, insulting, really nasty… and I will say, that dark tone initiated from the other side… and then I swung back. The moderator had to intervene and shut it down. I’ve never been back.

    Combined with some of the nastier reviews of my writing books (I know, they’re thankfully in the minority, comes with the territory), I’ve been hesitant to dive in, because frankly, I spend all of my energy on contributing to the writing conversation here, and going there seems like mercenary self-centered promotion with agenda, which doesn’t feel authentic. Need to work on that. As a “brand” I’m a sitting duck for those attacks, versus being “one of the gang” simply weighing in.

    Ironically, EVERYTHING I write about is valid and of help for the most ruthless of pantsers. It’s a question of WHEN AND HOW one discovers and then optimizes a story. It’s easier and quicker on the front end, I contend. I also know some folks “just can’t go there,” and create a litany of rationales to back that up, much of it simply not true.

    In an early review of Story Engineering, a guy named Bunker (you can find his review early in that thread on Amazon) said he wanted to come to my house and throw books at me. It was the second most personal, ugly and uninformed review of all (the worst was a college professor reviewing Story Physics, said he couldn’t get past page 20, didn’t read it, then proceeded to slam the whole thing, and me; called me a “snake oil” salesman; other readers jumped him about it, but of course guys like that are never wrong, so he “believes in what he said,” so I guess I’m a snake oil salesman after all). I invited Bunker to, indeed, show up at my house with that bag of books and a warmed up throwing arm. I begged him to show up. I want to see his face when I open the door with a catcher’s mitt and an eager smile. He kept baiting me on in the ensuing thread, and it became the ugliest side of me, right up there with that Absolute Write debacle. (There’s a concept in there… writer and heinous critic seek each other out, cat and mouse stalking and danger ensue.)

    So, I hear you, I should do just that. Funny, nobody ever talks to me to my face like they do online. Has something to do with looking like an NFL linebacker, I think, but frankly I’m glad, I don’t like how it makes me feel in any context. My own personal windmill, I guess. Thanks for listening. L.

  4. Thanks, Mike R. That’s another great bit of advice. Those places where readers hang out are places like Goodreads, Kindle forums, book clubs (and many more)….in case anyone wondered. Thanks for all the insights. Mindy

  5. @Larry –

    In your case, I would suggest that you bloom where you are planted. You -have- established yourself as an authority on writing fiction, because you -did- write two of the best-all-around books that I have yet read on the subject.

    Products drive product-sales better than anything else does. SE drives SP drives SE, and both of them will drive the third book and the fourth one (mmmm?) when they come out and each one finds its place on my shelf. A portion of my bookshelf looks like the “my oeuvre.” (You’re welcome. You earned it.)

    A book, accompanied by its deconstruction (perhaps in a single volume with pages printed in opposite directions and a double-cover), would be a guaranteed seller for you. Naturally you’d like to see it rocket to the moon, but no one can really guarantee that such a happy event will or won’t happen. (Sales is like that, whether you’re selling novels or Fuller Brushes.) You write the thing because you already know that you will sell it. You constantly add to your catalog; constantly increase the number of titles bearing the Larry Brooks™ name.

    Yes, your name is now a =brand= name. Why would I pick up a novel by Mike Robinson? Who the hell is that? Ahh, but over here is a brand that I recognize: Larry Brooks.™ Since I already know that Larry Brooks™ can write, and I already know that I liked other stuff that he wrote, I’m quite likely to buy a copy. Bang. A sale occurs. Each book contains a link to a website and “other books by this author.” It worked for Tom Swift; it will work for you.

    If you wanted to promote discussion about your books, what I would do in your case is to participate in forums where like-minded readers are already known to hang out. Present yourself as Larry Brooks.™ You’ll find the name to be known.

  6. Excellent follow-up feedback, JOEL! And yes, I agree with it all, especially the giveaway of a special decoder ring. Where do I sing up?

  7. Larry, Mindy’s response to your question is spot on. I’ll expand a little.

    You need a separate website and blog for Larry Brooks, fiction author. You need to fill it with content, just like Storyfix. You need to maintain it, posting regularly, updating content, etc.

    Once you have a home on the web worth visiting, you need to go out and be attractive. Not attractive as in “you handsome devil, you” but in the social media sense.

    Find the blogs where your potential readers live (you’re welcome at mine; write me a guest post, eh?)

    Get to know the blogger. Comment generously. Of course, as you know, since you’re at someone else’s party, comment *about them* and in ways that will interest and benefit *their readers.*

    People who like how you think and write will follow you home, only to discover that your personal site is filled with books they’ll be interested in.

    Give them a newsletter to sign up for. For every 100 folks who read your comment, one will follow you home. For every 100 who read your fiction blog, one will sign up for your newsletter.

    But that one is completely interested in you; already invested as a fan. That’s when you give them the goods: Free short stories. Extended samples of your books. The hat, t-shirt, and decoder ring package.

    It is a long slow process, just as it was while you were building the Storyfix empire.

    And you’ll be just as successful at it.

    (By the way, my Best Beloved specializes in social media for authors, so if you’d like some more personalized one-on-one help, you should talk to her.)

  8. Great article, Mindy. As one who also could not see the point of tweeting (though I did set up my twitter name, wyldertweets, some time ago), the 30 billion number got my attention, too.

    Thanks for elucidating this resource for us Luddites! Sending this to my critique group, for starters.

  9. Hey Martha, freeing is good! When we think we have to ‘do it all’ like the world implies, we crumble under the pressure. Well, at least I do. So, knowing I can do one thing, maybe two, really well, takes that ‘I gotta do it all’ pressure off and I’m much more likely to do it, and be successful. All the other stuff will fall into place. Good luck. Mindy

  10. This is enormously freeing, Mindy. Thinking I needed to do it ALL, I have done very little. Now this post tells me how to focus my efforts. I am going to DO IT!

  11. Hi Larry, The obvious thing first; the reason for the quandary is that your primary market with Storyfix is writers (because you love them and you love what you do) But, you have another love, another interest and it can’t, and won’t ever be fully served here on Storyfix. You need to go to where they (readers) hang. First, in my humble opinion, you should have a website STRICKTLY devoted to your fiction. Utilizing that site as your fiction platform you would then seek readers one book group at a time, and so on. TARGET MARKETING. Find them where they thrive; places like Goodreads, and other sites where they don’t care so much about how you wrote it but who you are, why you wrote it and when they can have previews, skype interviews with you the author, and so forth. They want you, not the you who leads with how to write, but the you who will share you the author, why you write and what secrets you may share about yourself and your process. That’s what fans want. Fans are not the least bit interested in how to write a novel and so Storyfix is not a site they would gravitate toward. I hope that makes sense. Maybe I’m just all wet, but that’s how I see it –as a target marketing issue.

  12. @Mindy — as I was reading your post, both before and after posting, one question kept/keeps tugging at me, so I’ll run it by ya now. I have some (not all) of the social media bases covered, and as you know I’m far more visible as a writing “guru” type than as a novelist in my own right. Of course that haunts me massively, since the latter is the starting point and remains the ultimate goal.

    So for me, here’s the paradox: almost all of my social media contacts and “friends” are other writers. So in effect, when I try to get traction with my fiction (say that a few times, it’s a fun alliteration), I’m basically “selling to other writers.” In the most recent case I had a once-in-a-lifetime blurb to leverage, but that didn’t seem to make a difference, yet. This is like a chef marketing a new restaurant to other restauranteurs, right? I’m not clear on how one builds a “readership” list (on social media) consisting of enthusiastic “readers” (as in, they read frequently, they belong to book clubs, they talk to other readers about the books they love) that aren’t necessarily writers themselves.

    That’s the sweet spot, I think. I get that certain niches (romance) are more active in this regard, but still, the question haunts. Maybe it’s the “million dollar” question that everyone asks (one answer being, “one reader at a time”), but still… wondering what you think. Larry

  13. Hi Jan, yes, it makes sense to start building steam in your twittersphere, that way you can be gathering fans (building platform) and interested parties for when your book is published. One thing agents look for aside from all the usual suspects (good writing, good story) is your platform. Imagine this as your query letter lead; “Dear Agent, I have 30 thousand twitter followers anxious to read my story about…” It won’t guarantee anything, but it sure would grab my attention and make me think about that already established audience. I hope that helped, if not or if you need more, send me an e-mail. Best of luck, Mindy

  14. Larry,
    Thanks for this guest post. As I’m restructuring/revising my novel, I’m also thinking about the next steps in the publication process. I’ve never been really comfortable with Twitter, being more of a Facebook person, but Mindy has given me the push I need to try it out. However, I have a question. What if publishing ( or even finding an agent) is a year or more out? Does it make sense to tweet about the story now?
    Jan R.g

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