How Social Media Analytics Can Help Authors

Analytics and numbers are important. They can tell you a story about your social media footprint and what your readers are seeing (or not seeing). Sometimes, as an author, we get too wrapped up in writing and marketing that we don't watch our metrics and see what they are telling us.

Blog/Websites - I look at my website/blog analytics at least daily. This tells whether or not the site is getting active traffic. My website has a new geographic feature that shows me on a world map where my visitors are coming from. That helps when I want to target ads to my readers. Plus, it's really cool and humbling to see all the readers from different countries.

These numbers will tell you if your blog promotions are working. You can see the date/time when users hit your site. This also gives you a clue for days/times that are best for your posts. Most of my North American readers are active between 7:00 and 10:00 PM. My European readers are active between 12:00 AM and 2:00 AM (my time). 

Over time (and that's the key; you need to build up several months' worth of information), the popular content metrics will tell you what posts and pages draw the most viewers (and which do not). Keep this in mind when you revamp your site. You can also see which types of blog posts are more popular too. Do more of what gets attention. Cut out what's being ignored.

Facebook - As you increase your page likes on Facebook, you get access to more analytics on your fan/author page. Click Insights to see the information. You can see traffic and how many people your posts reached. In the middle of the page, you can see your most recent posts and the number of people you reached organically (without advertising) and through paid ads or boosts. I typically check these analytics before, during, and after an ad campaign or a post boost. 

Twitter - To see your Twitter analytics, click the Tweet Activity link on your home page. It shows the number of tweets (Tweet Count) and your impressions. An impression is a tweet that generates interactions/replies. Change the date range to see information for different time periods.

There are smaller graphs on the site that depict your number of interactions, link clicks, retweets, likes, and replies. This information shows you what type of content is generating interaction. And this can help you reconfigure your content to subjects that create more activity. You will see whether tweets with pictures/videos or specific hashtags generate more activity.

Numbers tell a story, and I think they're important. I just don't recommend you spend excessive time fretting over them. (You have your next book to write.) You will lose and gain followers. It happens. You'll post something that you think is brilliant and get no responses. Then other times, you'll post something benign, and it goes viral.  I look at posts that generate a lot of traffic and try to craft future posts like them. I also at my posts to ensure that they are not all "buy my book." "Social" is the key to social media. Authors who are successful on their social media sites know how to interact, comment, share information, and share others' celebrations.

Happy posting. Look me up on social media.

What I Learned from "Defining Your Personal Brand"

I recently attended a workshop about "Defining Your Personal Brand." The focus was your brand in the physical and digital worlds. And it's great advice for authors. Here's what I learned:

1. You need to be authentic in how you present yourself and with all your posts.

2. Be aware of your appearance, your communications, and your nonverbal communications because that's how people perceive you.

3. The goal is to connect with others. Make people feel comfortable around you. Your non-verbal cues have a lot to do with this. Are you friendly? Are you approachable? Are you confident?

4. A lot of body language is subconscious. Often the person doesn't know he/she is projecting cues. One example is facing the door when you're ready to leave. 

5. When you smile, you appear confident to others.

6. Keep a mirror by your phone. People can tell by your voice if you're smiling.

7. Smiling and laughing are good for the heart.

8. People tend to frown when they are thinking or concentrating on something. Be aware. Others see it as a frown.

9. It is important to call people by name.

10. When you make eye contact, you appear trustworthy.

11. Everyone has a digital footprint. You need to have a presence on the internet, so you can be aware and control the message about you.

12. Control what you can control.

13. Ninety-four percent of job recruiters use the internet/social media when recruiting and interviewing. What does your presence say about you?

14. Don't get caught up in heated or passionate conversations online. You don't have to respond to everything. Pause before responding.

15. Once you post something, you can't take it back. If you don't want it read aloud in court or see it on the front page of the newspaper, then don't hit send.

16. Don't let the speed of technology get in the way of good judgement.

17. Always be honest and accurate. If you make a mistake, make an effort to correct it.

18. Don't ever assume anonymity in the digital world.

Many thanks to Dr. Vincent Magnini and Ilsa Loeser for a great presentation. And thanks for the review of my digital footprint!

How to Market Your Book When You're Shy...

Many thanks to Madeline McGowan and Kristina Stanley for the idea for this post. 

Not everyone likes to be the center of attention. Some folks like to fly under the radar. Book marketing is a hard job, and you often have to force yourself to step outside of your comfort zone if you want to be successful. You just have to conquer the fear. Tame your butterflies and make them fly in formation.

1. Public speaking (in front of small and large groups) is often a part of the deal. I do about 50 appearances a year, and many want an author panel, interviews, or workshops. Public speaking gets easier with practice, but you have to keep doing it to improve. Look at groups like Toastmasters to get experience and gentle critiques. There are also coaches out there that you can hire to assist. (I taught and trained for years, and that didn't bother me. But public speaking made me shiver to my core. I finally conquered it with Toastmasters.)

2. Use your strengths. If you feel more comfortable with email or social media, use these methods to contact reporters, book reviewers, or book store owners. Sending a written query gives you a chance to reread and polish it before you click send.

3. Cold calling is hard - whether it's in person or on the phone. I am the program chair for my local Sisters in Crime chapter. I often have to call a variety of different authors, companies, or law enforcement agencies to get speakers for our meetings. It does get easier the more you do it. If you are really nervous, write down the key points you want to cover, the contact information, and the date. I also write down next steps in case I have to follow up later. This helps me be organized and focused about what I want to say. And if I'm booking an event, I always send reminders and confirmations.

4. Tell everyone you know about your book. You don't know who's in a book group that may want a guest speaker.

5. Look for creative ways to get the word out about your book. Does your college, homeowner's association, or club have a newsletter that allows announcements? Use these for your promotion.

6. There is safety in numbers. Find a writers' group that likes to work together for promotions and marketing opportunities. I am so grateful for all my author friends who like to do book signings as a group.

7. Look for opportunities to participate in Facebook take-overs, Facebook hops, and Facebook and Twitter parties. These are set times that you post on the site or offer a give-away. This is a great way to get your book out there and in front of new readers.

8. Read blogs and join Facebook or Goodreads groups. Be social. Comment on others' post. This might not sell books immediately, but it builds relationships.

9. Look for opportunities to guest blog on other sites. It takes a little work to write the post, but you get exposure to new readers. I have a blog called Pens, Paws, and Claws with 9 other amazing authors. We feature authors who want to be interviewed about their books and pets. Drop me a line if you're interested.

10. Keep good contact lists of folks you meet along your writing journey. When I add them to my contact list, I add notes, so I'll remember where we met. Make sure to keep contact information for book sellers, reporters, and book bloggers.

11. If you want something, don't be afraid to ask. You'll miss out on opportunities if you don't jump in. 

12. Always be professional. Writing is a business, and you need to treat it that way. You don't know who you'll run into again later.

13. Leave reviews for authors when you buy/read their books. Everyone can use reviews. It's good to help other authors. It may not sell your book, but it helps build relationships. 

Best wishes with your book marketing! The second book in my Delanie Fitzgerald Mystery series launched this month. I'm so excited that Delanie, Duncan, and Chaz are back for more sleuthing.

Low Cost/No Cost Book Promo Ideas

Writers are always looking for ways to promote their books. You need ways to create a buzz about your book. Here's my list of some low cost/no cost ideas.

Newsletter Swap - Find another author who has a newsletter and readers similar to yours. You create a newsletter that she sends out, and then you do the same for her. Each group of readers get introduced to a new writer.

Facebook Takeover - Find an author who will let you take over her Facebook site for a promotion. Promote the event. Then on the day of the takeover, chat with readers and offer small give aways. Usually, these are done for several hours. 

Guest Blog - Find other authors/book bloggers who will let you do a guest post or an interview on their site. (Our blog, Pens, Paws, and Claws does author interviews on Wednesdays. I'm currently recruiting for spaces for the summer of 2018. Let me know if you're interested. This blog is about writers and their pets.)

Twitter Party/Chat - Host a Twitter Party or Chat. It's usually better if you can recruit several authors to help. Talk about your books and writing and have small give aways.

Facebook Party - Host a Facebook Party on your author site. Talk about your writing projects, chat with readers, and do some contents/give aways. It's usually better to start a new post for each different topic. 

Facebook Hop - This is a scheduled event (usually over several days). When you organize one, you recruit authors who will participate and give away a prize. The organizer lines up all the participants, provides the promotional information, and the links. Each stop on the hop is linked to the next one. (All links have to work, or the hop stops.) It takes a little bit of time and energy (and patience) to organize one, but it's a way for all the authors to gain new readers and followers. (I have a blog post on how to host one if you're interested.) 

What else would you add to my list? Best wishes with your writing and book promotions!

What I Learned from Book Marketing 101

My Sisters in Crime chapter hosted Book Marketing 101 recently with Mary Burton, Mary Behre, Tina Glasneck, and LynDee Walker. These amazing writers are a wealth of information. Here's what I learned.

1. It is all about discoverability. You need to make it easier for your readers to find your book in a sea of books. You also need to find the best use of your time and resources while trying to reach the most readers.
2. NetGalley and Book Funnel are good tools to use to get electronic ARCs (Advance Reader Copies) to your early readers.
3. Offer street team/early reader group membership to super-fans. You need to keep your team energized.
4. You own your mailing list. Build your list. Take a clipboard for sign ups to EVERY event.
5. Facebook parties are a great way to celebrate your publication date. Be aware of the different time zones when you're scheduling yours. 
6. When you know your publication date, work backwards and create a six-week calendar for promotions.
7. Newsletter swaps are a good way to cross-promote. Find another author, and you create a newsletter for her list, while she does one for yours. It's a way to get information out to a new audience.
8. Write your next book. Your back catalog helps sell your current book and vice versa.
9. Google Mark Dawson. He is a good resource on Facebook marketing.
10. Make sure you have an author page on Amazon and BookBub.
11. Readers want an experience. Reach out and talk to your readers. Create an experience for them. They'll come back for another book.
12. Add a sign up button to your Facebook page for your newsletter.
13. Book clubs are the new book tour. Add a link to your web page for readers and book clubs. Let them know you'll visit or Skype with book clubs.
14. PicMonkey and Canva are good tools for creating social media graphics.
15. Readers love bookmarks. Sign them with a Sharpie if you leave them on a table or at an event. 
16. Decide what your marketing budget is and where you are going to spend your dollars. have a plan.

These ladies were full of great ideas. There are so many ways to market your book. You need to find what works for you.

10 Book Marketing Ideas

I'm working with the final proofreader and the cover designer for my next Delanie Fitzgerald novel. It's slated to launch in November, and I'm really excited to share more of Delanie and Duncan (and Margaret's) antics. I learned a lot about book marketing and publicity with the first book, and I'm working on my plan for this one.

For the first book, I was new to the book marketing world. I'd worked with teams on publicity for anthologies. A lot of that knowledge transferred, but it is a little different when it is your book, and your book alone. 

Here are some ideas...

1. This time, I'm putting pen to paper and defining my marketing plan. I had lists before, but I think planning out and coordinating my publicity will be more effective.
2. Spread the word with blogs. I'm coordinating blog tours and guest blog posts again this time. It also helped with getting reviews.
3. I'm going to put out newsletters this time. I've been collecting email addresses for a while, and I never put together a newsletter. 
4. I'm going to continue to arrange appearances at book stores, book festivals, and other mystery events. I do quite a few author events throughout the year. I enjoy talking with readers and writers. 
5. I sent out a few press releases last time. I'm going to coordinate this and expand my contacts.
6. I always send an update to the "news" section of all my professional organizations and alumni groups. Last time, one college did a feature article on it, and the other purchased it for their library's alumni collection.
7. I have an active social media presence. I added LinkedIn recently to my routine, and that has generated additional traffic for my blogs. Previously, I posted only my professional or "work" announcements there. 
8. I'm going to coordinate a cover reveal this time to build up some excitement.
9. I also plan to do more Goodreads give aways. Last time, that generated some buzz for the book.
10. My Facebook and other social media boosts were more random last time. I'm going to do better at having a strategy for this book. 

I'm also looking forward to our Sisters in Crime - Central Virginia meeting next week with Mary Burton, LynDee Walker, Tina Glasneck, and Mary Behre. They're going to share their book marketing ideas.

What would you add to the list?

9 Things I Learned about Hosting a Twitter Party

My author pal, Kristin Kisska, was my partner in crime when we organized and planned a Twitter party for our mystery anthology, 50 Shades of Cabernet. She provided great ideas and insights. I had never attended one before. Here's what I learned...

1. Agree on a hashtag for your event and include it in all your marketing. Ours was #50SoC. Participants searched for that hashtag and followed along with all our tweets and contests.
2. You may want to search your hashtag choice to see what others are using it for. Will it fit your brand? Chances are, you won't get a hashtag that's yours alone, but you could get lucky.
3. For contests, assign everyone who's hosting the party a number. When they ask a question for their give-away, they need to preface their tweet with Q and their number. (Example: If I am number 1, my question tweet would be Q1: What is your favorite....) Anyone who wants to participate in the give-away, tweets A and the correct number. This helps the hosts easily identify the participants.
4. Choose a couple of hours for your party. Long timespans are hard unless you have lots of folks hosting and tweeting. Make sure to keep time zones in mind when scheduling. We had multiple authors sign up for 30-minute hosting timeslots. It made it easier. And some hung around for the entire event.
5. Make sure that you have some topics planned for discussion. You'll want to keep the conversation going, and you'll want to have material to fill in the lulls. We were promoting our mystery anthology that was wine-themed. We talked about mysteries, sleuths, wines, and our stories.
6. Start publicizing your event early. Include the time, time zone, and hashtag. Make sure you market it on multiple social media sites (multiple times).
7. Be social. Make sure to include as many folks as possible in the conversation.
8. If you're doing give-aways, decide on the rules up front (e.g. who picks the winner? how do you pick a winner?) We let each author who gave away a gift decide how he/she wanted to choose the lucky person.
9. If you're doing give-aways, choose prizes that are easy (and inexpensive) to mail. I get a lot of my give-away on Etsy.  I've found cute bookish wine charms, stickers, and buttons there.

When you see an interesting Twitter party, stop in and visit. The conversation is good, and you may even win a prize. Happy Tweeting!

Selecting Book Appearances - It's Not All ROI

I have a writer friend who chooses all of her appearances, conferences, and events by how many books she thinks she'll sell. She calculates her transportation costs and expenses, and then makes her decision on whether or not to attend. I admire her attention to detail - down to her mileage spreadsheets.

Writing/publishing is a business, and authors need to treat their time, resources, and expenses in those terms, but a strict return on investment (ROI) may overlook some tangential or long-term benefits. I've done some smaller events or events where we didn't sell that many books, but I did gainother benefits and opportunities. Here are some examples:

At a small, independent book store, I met two women who later invited me to be on a panel at their group's writing conference.

At a school-sponsored book fair, I met several folks who had an interest in mysteries and joined our local chapter of Sisters in Crime. Both are active members now in our organization.

At an outdoor festival, we met a local DJ who asked us to do interviews for his radio station.

I also collect email addresses and contacts at every event. This expands my audience for newsletters and announcements.

I love to talk to school groups and colleges. These don't usually lead to direct sales, but every kid gets a bookmark. It's important to encourage others, especially young talent. And as a student, I had authors who took the time to visit my schools.

I try a lot of events. I like opportunities to network and talk about my book. I am very fortunate that I'm part of several writing groups and anthology groups. We're often asked to provide panels, workshops, and authors for special events. And we partner at events and book signings. There is nothing worse than sitting in a book store all by yourself.

My guidelines for choosing events are:

1. I don't have to do every event that comes along.
2. I should enjoy the events I choose to attend. If I don't, I can skip it next year.
3. Do I have the availability? I need to make sure that I have time to write the next book. My free time is limited, and I can't be on the road every weekend.

What advice to you have for choosing book marketing events?