What's Your Social Media Strategy? Tips for Authors

It’s always good to have a plan or a strategy, especially for your social media posts. Here’s what I’ve learned.

What Works

• Watch your analytics on your sites for a couple of months. Figure out what types of posts are getting the most attention. Do more of those. Do less of what is getting ignored.

• Look to see what time of day you get the most interactions. Schedule your posts during these times.

• Less than 20% of your posts should be “buy my book.”

• Ask questions to get your followers to interact with your posts.

• Make sure that you respond to comments and tags. (Don’t forget the “social” part of social media.)

• When I have a book launch, I create a calendar (3 months of either side of the big day). I record guest blogs, blog tours, interviews, and events, so I don’t forget to share and comment on them. It also helps me keep up with deadlines and what I owe for interviews. A calendar also helps you to not overload certain days with posts.

• Vary the types of posts that you do for book events. I usually do a “save the date’” post to announce whatever it is. Then I post a graphic or share one from another site later as a reminder. The morning of the event, I’ll do a “I can’t wait for XX” post and tag people I know who are going. Then during/after the event, I post pictures and tag people.

• All of the sites are powered by their unique algorithms that change frequently. If you notice that your interactions change radically, you may want to look at your analytics and vary your posts.

Twitter

• I use Twitter to drive traffic to my blog (on my website). Each day, I schedule one post for the current blog post and then I schedule a retro one. I make sure that half of these posts are scheduled for the after-midnight crowd. I picked up followers in different time zones when I started this.

• Each week, I schedule two tweets about my books at times when my readers are most active on Twitter.

• I also schedule 3-5 funny tweets a week.

• Then when I’m skimming my Twitter feed, I comment and retweet interesting tweets.

Facebook

• Facebook has a new Creator Suite for organizing and managing your posts. I found that when I scheduled a set, I didn’t get the traffic that I normally did, so I went back to creating the posts each day.

• In a given week, I post about funny things going on and any adventures I’ve had. I try to do at least one post a day during times that my followers are active on FB.

• I post 2-3 book posts a month unless I have an announcement for a launch, sale, or event.

LinkedIn

• I primarily use this site to interact with professionals related to my day gig.

• I do post a link to my writing advice blog once a week. This introduced my blog to a new audience.

Instagram

• I’ve found that two, scheduled IG posts a day (one in the morning and one in the afternoon) get more attention than 3-5 a day (that pesky algorithm thing).

• Since IG only offers you one clickable link, I made my website link go to the blog’s home page to see the latest post.

• I schedule 14 funny posts a week ( one each morning and afternoon).

• I’ll schedule 2-3 book posts a week (usually in the evening on weekends) when my readers are active.

• If I happen to take a picture of something interesting that I’m doing or my adorable dogs, I’ll post these ad hoc.

These ideas have worked for me. If I notice that something changes, I’ll do some research and adjust. Try what works for you and change it up if it doesn’t increase your interactions. It helps me to schedule the majority of my posts, so that I can use my social media time to interact and network instead of creating and planning content.

The Social Part of Social Media - Tips for Authors

Authors and workshop presenters will advise their audiences to be authentic or genuine on social media. It sounds simple, but I’m not sure everyone understands what that really means. Here are some ideas to help.

Buy My Book - Your 5,000 followers are not going to translate into 5,000 book sales. These sites are great ways (free or low cost through ads) to promote your books, celebrate with others, and interact with readers. They help you expand your audience. Limit the number of “Buy my Book” posts. If someone finds you and sees a string of hard sells, they lose interest.

Be a Good Citizen - Being real or authentic means to be a good citizen of the site. You like, comment, and share on others’ posts regularly. Join groups and contribute.

Celebrate Others - Make sure that you celebrate with others (whether it’s birthdays, shout outs, announcements, etc.). And don’t make their announcement about you. (We’ve all seen that one author who posts a comment to someone’s announcement. “Hey, if you like this type of book, check out mine. That’s a leech.)

No Hit and Runs - Don’t post something and never return to comment on the responses. You need to interact with the folks who comment. The more interaction your posts have, the more the platform will show it. Popular, active content rises in the algorithms.

It’s All in the Numbers - Each platform has its own way of displaying posts. There are algorithms for how often and what is shown to your followers. These change often, and you never quite know how they work. Posts with videos or graphics tend to get more attention.

Invite Participation - When you create a post, look for ways to ask a question or invite comments. Occasionally, I’ll post what I’m reading and ask what everyone else is reading. This sparks good discussions, and I find more books to add to my TBR list. You can always find a related meme or picture for the question you pose.

Share - Your readers want to know about you. Decide what you are comfortable sharing about yourself. If you have a hobby or pets, they are always good content and photo topics.

The social part is key to building and expanding your platforms on social media sites.

5 Keys for Authors and Social Media

Social media for authors is a vast subject, and if you ask ten people what works for them, you’ll get ten different answers. The algorithms and features on a lot of these sites change frequently, so something that worked for you last month doesn’t work the same way now. I’m doing some workshops in March for writers and their social media platforms. Here are the five things that I think are key for writers to know.

1. Repeat what works for you. Try a variety of the platforms, but choose one or two that work for you and your readers and focus your time and energy there. If not, you will work yourself silly trying to keep up with all the posts, comments, and emails.

2. Guard your writing time. Life and about a hundred other distractions will get in your way. Don’t let your social media time take over your writing time. You should be writing your next book.

3. Be real and be social. Participate in conversations and network on these sites. Like, comment, and share others’ posts. Add to conversations. Start a conversation. And be timely. It looks odd if you comment on a thread from three months ago.

4. Know your readers and your audience. Know the demographics (e.g. age, preferences, and styles) of your audience and post topics interesting to them. Facebook and Twitter analytics can help you see who is viewing and following your accounts. Find your niche. Your audience is not everyone who reads. You need to narrow it down and target your posts and marketing to that demographic.

5. Make a plan. Decide which social media sites you want to focus on and figure out a schedule that works for you. I check my major sites every morning at breakfast. If I have time, I check during lunch. And I hop on after dinner and review updates. I also schedule posts on Fridays for the following week. A schedule helps me stay active on my sites, while balancing other things.

I'm New to Twitter - What Should I Tweet?

Okay, so you created your Twitter account. Now what? Social media is for sharing information and building relationships. But what should I tweet about?

Tweet about the things you’re doing (e.g. things you’ve seen, movies you’ve watched, or books you’ve read). Include pictures to build interest.

Include appropriate hashtags (#) (e.g. #writingtips, #dogs #writingjourney), so others searching for that hashtag can see your post. Search hashtags of things you’re interested in. When you type a hashtag in your tweet, you’ll see a drop-down list of related ones.

Retweet others’ posts to share with your followers. You can just retweet or you can comment on it. (If you’re sharing news or pop culture information, I’d make sure the source is reliable.)

Share others’ celebrations. Retweet about your friends’ good news.

If you attend a book signing, conference, or workshop, take a picture and tweet it. Many events will have their own hashtag and that will promote your tweet to other attendees.

If you attend events with others, add a short video or a picture and tag them. (Type the @ sign and their Twitter handle e.g. @HeatherWeidner1 to tag someone.) People like to be recognized.

Twitter is a great platform for research, connecting with others, and building relationships. The number of followers you have almost never translates into direct book sales. Use the site to promote your books and events, but don’t make that the only thing you tweet about. Remember the 80/20 rule. Only about 20% of your posts should be “buy my book.”

If you blog, tweet a link to your blog post and add the appropriate hashtags. This will drive Twitter traffic to your blog/website.

Twitter has a direct message (DM) feature. This is a conversation between the two parties, and it’s not a tweet that everyone can see. I would use this feature sparingly with people I need to communicate with. Some people set up an automatic direct message to new followers with an ad or promotional information. This is often annoying if it’s unsolicited.

The goal is to get your tweet noticed (liked, retweeted, or commented on). Each interaction spreads your reach on the site. Look at your past tweets. If they’re not getting attention, I’d change my content. Certain tweets will generate more interaction than others.

You can mute or block others if you need to. Sometimes, there are unpleasant folks or bots that troll others. A block keeps them from contacting you or commenting on your posts. Mute removes them from your feed. You can also report accounts to Twitter.

Have fun with the site. I do a lot of research on Twitter. Sometimes, I’ll have a specific question, and there are so many kind people who will share their knowledge and experiences. For example, I ruptured my Achilles a while back, and so many people where helpful with advice about recovery and physical therapy. I also got an InstantPot recently, and Twitter has been great for sharing recipes.

If you want to start a conversation, ask a question and include hashtags. You’ll be surprised at the responses you’ll get.

Remember the social part. You need to reply to others’ conversations promptly. It looks weird if you comment on something months later.

What else would you add to my list? See you on Twitter!

@HeatherWeidner1

Where Do I Start with Social Media Platforms? Tips for Authors

There are so many forms of social media out there. Where and when do I start as an author? It can be overwhelming.

I say start before you launch your first book. Start building your presence. I would pick a few sites and add others later. You can share information, links to blogs, book reviews, and other interesting information before your book is published.

Before you begin, you’ll need a professional photograph and a short biography. Make sure you have the links to your blog. As you set up your new accounts, remember that you can always go back and add or change information later.

I use Canva to create the artwork for headers (page banners) and posts. They have the templates already sized to fit all the major sites. This way you can customize your look and feel and make it match across all your sites.

Some authors struggle with whether to create a separate website/social media sites for each book. My recommendation is to create one for your author brand (either your name or your pen name). You, as author, are the focus, and your site should highlight your books. Now, many authors who write under different pen names often have separate sites for each identity.

Here are some other things you need to think about…

• Make sure you have a website with a blog. Your website’s URL should be your name or your pen name. Make sure that you have a site that you (or someone you pay) can keep updated. Nobody wants to see your information from 2004. (The reason most people have a blog on their website is to have a way to add new content regularly to the site. Readers and followers don’t revisit sites where the content is outdated.)

• Create an author Facebook page. After you gain followers, you’ll have access to analytics/metrics. The analytics show how many people interacted with your posts. On author pages, you can schedule posts. Some people use their personal Facebook page. Personal pages do have a cap on the number of friends you can have, and the algorithms limit the number of people who see certain types of posts.

• Create an Amazon author page and connect all of your books to it. I also connected my blog, so followers can see recent posts.

• Many social media sites can be connected. If you post to your author Facebook page, you can have it automatically tweet on Twitter. Decide if you want the same post on multiple sites. It can be a time-saver. But one draw back is that a post formatted for one social media site, may not fit or appear the same way on another. An example is if you auto-Tweet a Facebook post, it puts a link in the tweet to the Facebook post. Your followers on Twitter have to click the link to see what it is. (There’s often no picture.) Some people avoid these types of post, and you’re not getting action on that post.

• There are other tools (free or for a fee) that will help you monitor and schedule posts on social media sites. As you gain experience, you may want to look at some of these to help you be efficient with your time. (I use a free version of TweetDeck to schedule my Twitter posts. I pay for Tweepi to help me manage followers. I also use a free mobile app called Followers to manage my Instagram account.)

• Find the social media sites that you like and build your following there. You are more apt to visit those sites frequently and stay active on them. My go-to sites are Facebook, Twitter, Pinterest, and Instagram.

• Balance your writing and social media marketing time. It’s all important, but you need to be writing your next book.

Social Media Sites Need Care and Feeding

Social media is all about networking, connecting, and relationships. Some authors create their sites to build their platforms and then ignore them. It’s important to have a presence in a lot of different places, and it’s time-consuming to keep them up to date and active. You need to be able to respond to comments and conversations. You also need time to like, share, and comment on others’ posts.

Here are some tips that help me balance writing, the social media monster, book marketing, and all the other things that life throws at me.

• Create a routine of when you check your sites. I check during breakfast, at lunch, and at the end of the day. in the evenings, I multitask and check on my social media sites during TV time.

• Schedule posts on your sites. This helps you to get ahead and have regular posts even when I’m not online. I schedule tweets after midnight for time zones other than the U.S.

• Create posts that stimulate comments or conversations. Ask your followers what they’re reading or what book they’d recommend. Talk about favorite characters, sleuths, and movies. Conversations and shares help expand your reach.

• Share information that is helpful to your followers.

• Make sure that you like, comment, and share others’ posts. Some authors forget that it’s not all about them.

• People love to be recognized. If you’re at an event or with others, make sure to take a picture and tag them. And look at the photo before you post it. Make sure that it’s flattering. No one wants to be the one with the goofy-look on her face.

• On a lot of social media sites, there are bots posing as followers. When you follow them back, they often drop you. There are applications (some free and some that have a cost) that help you see who is no longer following you. I go in and clean up my Twitter and Instagram followers about once a month.

• Look at your posts. They shouldn’t be all “buy my book.”

• Make sure that you’re not posting the exact same post on all your sites.

• Every quarter, check your biography on your sites and make sure it's current. The artwork, photo, and color/font schemes should be similar. This is your brand, and you want it to be cohesive. Make sure that you have a photo, banner, biography, and link to your website on all your social media sites.

13 Things You Should (or Shouldn't) Do on Social Media

I’m doing a workshop next spring on social media, and I’ve been thinking about things that authors should and shouldn’t do on the different platforms. Here’s my list so far.

1. It is a great time saver to link your social media accounts, so that you only have to post once. However, the audiences and their interactions are different on Twitter, Facebook, and Instagram. For example, some encourage lots of hashtags. If you post a meme to Facebook and it autoposts to Twitter, it shows your comment and a link. Your Twitter followers have no idea what it is unless the open the link. If possible, I think you should tailor the post to the social media platform.

2. Unless you have a REALLY good reason to do so, don’t use the automated direct messaging on social media sites. It’s a quick way to annoy followers. I can’t tell you how many automated DMs I get a week with a link to buy someone’s book.

3. If you’re an author, make sure you follow the 80/20 rule. No more than 20% of your posts (maybe less) should be “buy my book.” People are interested in conversations, building relationships, and interesting content. They’ll tune you out if you blast buy my book messages constantly.

4. Try to be timely with your social media responses. It’s odd when someone responds to a post or comment from months ago.

5. Avoid posting things that aren’t meaningful or interesting. Some cleanup applications will post after you clean up non-followers. The post will read something like, “I deleted 115 followers and added 38 today.” These are only advertisements for the cleanup app.

6. Do not respond to negative reviews. Don’t get into a social media battle. It’s public, and once it’s out there, it’s hard to clean up. You are your brand. Be careful not to damage it.

7. Think before you post something. Don’t respond to someone in anger. You can delete it, but it may not be gone forever. Old tweets and posts can come back to haunt you.

8. If someone posts something negative on your site, you need to monitor it and decide whether to delete it. I facilitate several group sites, and we have to review posts from time to time to make sure they represent the views of the group.

9. Don’t be a leech. Authors will often post something about their book on their sites or blog, and another author will comment with links to his/her book. Only include your information if there is an invitation to share links. Don’t hijack someone else’s post.

10. Help others celebrate. If there is a cover reveal or a new book, share it.

11. If you’re struggling to find things to share, post a picture or information about interesting places or events you’ve attended. If you’re at another author’s event, post a picture of him/her and the book. Make sure to tag others. If you have pets, include them.

12. People love to see that you’ve tagged them, and often they will comment or share the post. This helps both of you with your social media reach.

13. If you’re using a picture of others, make sure that it’s flattering. I have one friend who never looks at the picture closely. No one wants to be the one with his/her eyes closed in the group picture.

What else would you add to my list? Any social media pet peeves?

My Primary Social Media Sites and How I Use Them as an Author

There are so many social media sites, and it can be overwhelming. I heard some good advice at a conference a while back -- "You can't do it all." Authors feel they need to be everywhere -- all the time. And sometimes, that takes me away from writing and editing.

Here are the sites that I'm more active with and how I use them.

Facebook - I have a personal page, an author page, and a group page for superfans. My personal page has information that I share with friends and family. I share book things on my author page, and my fan group is for previews and early review requests.

I like to use Facebook to keep up with people, learn about new events, and see what everybody's reading or writing. I probably post more to my author page than I do my personal one. I also occasionally boost posts about look launches and sales on the author page. I also create events for meetings or signings that I like to invite people to.

Make sure to tag people that appear in your photos or posts. 

Twitter - I use Twitter to keep up with the book world and all my mystery reader and writer friends. I like to share others' information and celebrations. 

I use Tweepi to manage my Twitter followers. Often there are accounts that follow you, and then they drop you shortly after. I use TweetDeck to schedule posts. I also make lists to keep up with different groups of people. The lists help me organize groups of folks that I'm interested in, so I can see their tweets.

I tweet links to my blog posts and announcements about my books. I also try to share good content from others. If you tweet about events or post pictures, make sure to tag those who are with you.

Instagram - I love looking at and taking pictures. I can spend hours flipping through Instagram. I post pictures of what I'm doing. My dogs get a lot of face time on my account. I always try to take pictures at all the events I go to. Make sure to tag anyone with you in your photos. 

Pinterest - Did I mention that I love looking at pictures? I have Pinterest boards for all kinds of things that I want to see again. I create boards for all my books and stories. I save pictures of what my characters and settings look like. I also have a board of blog posts. I also have boards for crafts and recipes that I want to try.

LinkedIn - This is my "professional" social media site that has my key jobs and skills. I use this for business networking. I have also started to post links to my blog here. 

My recommendation is to find the sites that you like to interact with and try to focus your time on those. You should have a presence on the others, but I would concentrate on a few. I try to schedule my social media time throughout the day. I catch up at breakfast. (Yes, I tweet at 5:30 AM.) I try to check on my sites at lunch, and then I scroll through my sites after dinner.

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