Regardless of what you’re writing, social media can be a valuable tool to connect an author with his or her readers. At it’s best, it will provide insights, education and entertainment to those you’d ideally like to transform from “followers” to “fans.” At it’s worst, it can become a marketing bludgeon which may eventually drive people away from your feeds — or at least cause them to ignore you.
After about a decade of working with social media, I decided to get serious about it in Fall 2015. I created a social media strategy, set benchmarks, watched my stats and attended workshops and other professional development opportunities to stay current on social media trends. I work at least an hour a day on my social media feeds, creating, scheduling and reviewing both new and curated content. Since then, my online following has increased by 160%. This hardly places me as a social media superstar, but it does underscore that having a plan and carrying it out faithfully can yield results.
As part of my new plan I began watching other author’s media streams, not just for inspiration but also to be mindful of annoying and counter-productive habits. Toward that end, and with my tongue somewhat in my cheek, I present my list of the top 6 things authors should NOT do on social media.
Don’t inflate your success. Have you noticed how every author you’ve never heard of claims to be both “best selling” and “award winning?” In many cases, this is completely disingenuous. There’s no universal standard for measuring a best seller, so unless you’ve made it onto the much coveted New York Times list, doing so is akin to labeling a food “organic” — it sounds good but what does it actually mean? As for book awards, well, these can actually be purchased by authors who have a few hundred (or thousand) dollars to burn. Both of these strategies may give someone bragging rights, but that’s not the same as connecting to your readership. I can’t ever recall purchasing a book just because it was “best selling” or “award winning.” I purchase books because I’m interested in what the author has to say — which is really more important than whatever epaulets they have on their shoulders.
Don’t fake your followers. Speaking of disingenuous social media trends, authors may purchase Twitter or Facebook followers in order to give the illusion that they’re popular. There are a tons of online services that will happily provide you with as many fake followers as you're willing to purchase. Once I published my first book, I was deluged with offers from companies and individuals who promised me thousands of followers for prices as low as $5. If you’re an author who’s just interested in playing a numbers game, more power to you but you may be wasting your money as Twitter, Facebook and the like crack down on "fake accounts." It you’re actually interested in building a loyal social media following, it takes time, dedication and creativity. Twitter has some free tools to help you do this, which you can access here.
Don’t make everything a sales pitch. Every writer wants to sell, but there comes a point where you really need to cool it with the constant sales pitches. Some authors I followed on social media were rebroadcasting the same ads / Amazon links multiple times a day. Does this actually translate into sales? Honestly, I don’t know. Certainly it makes for a dull, obnoxious social media feed that tells you nothing about that author except he or she is a very motivated seller. In my opinion, a better habit is to strategically promote your books (during a special event for example) and then provide occasional free content as well, such as a book giveaway, a short story or an ePub version of an older book. You want to stay in your readers’ mind — but not because you’re obnoxious.
Don’t just use other people’s content. To elaborate on my previous point, it’s important for authors to create something NEW for their followers. Curated and reposted materials are fine if the author’s selective. Simply hitting the “retweet” button on everything tagged #amwriting is not the same as being a thoughtful social media editor. Like a good book, a good social media feed has a voice, a soul and a story to tell. Figure out what those are and only share other people’s content if it helps enhance your message.
Don’t be afraid to follow back. Your readership may have interesting things to say and you can tap into that by following them back on social media. Not only can this be a great way to distill ideas for your next novel, it can also tell you what your audience is hungry for and allow you to engage with them one-on-one.
Finally, please don’t wear fedoras. This seems to be more of a trend among male authors who specialize in crime novels or spy thrillers, apparently borrowing a page from the handbook of Mickey Spillane. For Spillane, the fedora worn at a rakish angle may have been iconic in the mid-twentieth century, but today it’s just a schlocky affectation. This isn’t just about hats, of course. The larger message here is that ridiculous props and costumes can make an author seem pretentious rather than genuine.
Do you have additional tips for authors on social media? If so, use the comments section below to share them.