Facebook: Friend or Enemy?

Facebook. So what IS it about marketing on Facebook that makes us all cringe? I know I’m not the only one who wants to forget about it and get to work writing my next book!

But after a couple of valuable appointments with marketing gurus at the ACFW conference in September, and after reading last month’s post by Casey Herringshaw, I started looking at Facebook a little differently. It is part of our lives, and it can be a valuable asset to our writing careers.

Here are some things I’ve learned:

  • Treat both your author page and your personal page the same. Both of them are seen by your readers and potential readers. Once you’re a published author, you don’t have a private life on the internet. If you aren’t published yet, act as if you are!
  • Stick to your brand. I write historical romance books. Most of them are Amish, with a foray into a western being published by Love Inspired next year. On my sepia horse and buggyFacebook author page, I share Amish tidbits plus a fun picture of cowboys once in a while. That’s what my readers expect, and I try not to disappoint them! And yes, when I have news about one of my books, I’ll post about that, too. But that kind of post is rare.
  • Post regularly. Some authors use a service like Hootsuite to schedule their Facebook posts, but I’ve found that I like to fly by the seat of my pants when posting on my author page. I try to post at least once a day, only because that drives up traffic. Regularity is a key to reaching larger numbers of my readers.
  • Understand that even if you aren’t a public figure now, you will be. (At least 040that’s the goal, right?) As you’re sharing all about your dogs, grandchildren or passion for hang-gliding, don’t forget to insert a layer of protection between you and your reading public. Certain things need to be kept private. You can give your readers quite a bit of information about your life – and let them feel like they know you – without divulging every detail.
  • Be friendly. Whether on your personal Facebook page or your professional one, the personal distance you need to maintain shouldn’t keep you from giving your readers9780373282777_p0_v1_s260x420 a genuine smile of welcome when they drop by. Let your voice shine through. Be inviting. Make them want to spend time with you in your books.
  • Be professional. Facebook is not the place to air dirty laundry, complain about or celebrate political events, or argue theological differences. Never, ever complain about your spouse, children, in-laws, bosses, or co-workers. And never, never, never (can’t say enough nevers!) complain about or divulge information about editors, agents, or anyone else in the writing business. What appears on the internet has a horribly tenacious way of sticking around.
  • Be a good neighbor. Don’t you love when your peers share your latest status with all of their friends? Especially when you’re trying to pull readers to your latest blog post or publicize the sale price on one of your books? Do the same for them.

Sometimes I think of Facebook as a necessary evil, one of the many things we need to negotiate in order to be successful in this modern life. It won’t last forever, but as long as it’s around, we should use it to our advantage. And meanwhile, enjoy it!

Authentic Marketing

dart-103020_640Ugh. The big, bad “M” word. It’s not one of my favorites and truly, if there were fewer letters in it, I’d be labeling it a four letter word.

In fact, just so I feel better, let’s go ahead and label that “M” word something not-quite-so-delightful. Imagine it as a dart board and we’ll send flaming arrows into it…

As a writer, you can never get away from marketing. You will always have to market yourself, because only if you become Richard Castle, Dan Brown, or Janet Evanovich will you never have to market yourself again. And I’m pretty sure those writers all got to be who they are because of good marketing.

Publishers don’t have as many dollars and the ones they do have are being stretched thinner and thinner.

So how do you authentically market yourself without burning out and turning everyone away from your product? Here are a few things I’ve learned and have proven helpful in my journey to market myself.

  • Let Twitter/Facebook fan pages be your mouth piece for promotional work. Personal facebook pages (different than public fan pages) are viewed more as a way to connect with friends and family—not to market your product. Once in a while is fine. More than that and people start to ignore you.
  • Get on social media now. Not later. Not when you have a book contract. Not when you finally have an agent or finish that book. Get on it now. You’ll have less pressure to get out there and learn it all at once and instead can take in small bites.
  • Mix personal with professional. Everyone likes to know a bit about a person, beyond just the fact that you want them to buy your book. Be relatable, but learn the balance between oversharing/posting and posting what people are going to be interested in.
  • When in doubt, don’t post it. If you’re unsure if you’re oversharing, posting too many times in a day, don’t post. It’s better to post once in a while with something witty and fun to read than every hour with a long, drawn out diatribe.
  • People are visual, so find images that market your brand and share them in your status updates, tweets, etc.
  • Realize you are becoming a public figure. People will start to recognize you at conferences. They will read your content and have a connection with what you are saying. No matter if you are doing this because you like to blog—and people really like what you have to say—or you are doing this because you are trying to build an impressive audience, you are becoming someone people will notice. Don’t be noticed because you’re annoying; be noticed because you’re authentic. Think about a door-to-door salesman or the salesman at the local car dealership, the cashier at your favorite grocery store—do they make you want to have repeat encounters with them? Why or why not?
  • Be personable. Be unique. Be authentic. I can’t stress that last word enough. It’s the only way to stand out in social media and on the marketing platform.

Nothing in marketing is a fast process. It’s a slow growing yeast, mixed in a little bit at a time until you look back and see that an audience has been built with you just being…you. Take time to get to know and invest in other people’s interests and promote them. Show unabashed support for your fellow writers. You’re in this together and together you’re a mighty force to reach readers.

What are your best marketing tips?

How to Avoid White-Noise Marketing

new-143095_640We were talking as a staff in our FaithHappenings.com meeting about marketing and social media and how much white noise is filling up Facebook and Twitter especially. Everyone wants a chance for their voice to be heard, but none of us really want to pay attention. As consumers we are constantly bombarded with deals we should take advantage of, the latest giveaway to enter, the newest site to sign up for (though, please, please go sign up for our FaithHappenings.com site—I promise you will not be disappointed. ;-) ), the latest and greatest constantly in giant all-caps and flashy billboards. Unless something truly captures our attention, most likely we’re going to just keep on scrolling.

I know I am guilty of this habit.

So how do we grab the attention of the consumer we are trying to reach? Each platform is going to be handled a bit differently, but I’ll tackle Facebook and Twitter with a side of Pinterest and Google+ thrown in.

Facebook: DON’T post your agenda all the time. In fact, I only post on Facebook a couple of times each week—not a couple of times per day. When you post less often, you actually become something of a novelty when you do finally post. You’re a fresh face in a sea of constant posters and most likely people are going to pay more attention. (Note: this concept is a good idea for personal profile pages. Fan pages require a different strategy and more frequent postings to avoid falling off your fans’ radar)

Twitter: DO post your agenda more often. Don’t, however, push a constant promotion. Twitter feed is constantly changing and moving so it’s a good idea to keep your face and fresh content in front of your followers. For every 1-2 tweets about your product, be sure to share 3-4 either retweets and content that is not pushing one particular point or agenda.

Pinterest: If you are a business or an author who is trying to promote reviews, products, etc., keep it to one or two pins per day of that particular felt need. Too much of the same thing will just annoy the follower and they will scroll faster–or worse, unfollow you.

Google+: Chances are you are going to have many crossover followers on Facebook, as you do on Google+. If you have a gmail account, you automatically have a Google+ account. Build your circles, find material you can share publically. You can share the same information as you did on Facebook and Twitter, but find a different way of sharing it. And remember to vary business with pleasure/personal. People want to get to know you, not just a promotion pusher, ie: white noise creator.

Need some other ideas to avoid being social media white noise?

Be funny. Have a sense of humor. Don’t post long updates. The shorter, the absolute better. Don’t carry a negative point of view on all your posts. Be positive. Avoid links.

Yes, I am telling you to include fluff in your marketing campaigns. We are a society surrounded by depressing worries. If you truly want to be noticed, be encouraging. Speak into people’s needs. Make them laugh. Build a brand awareness around who you are and what you’re offering that is unique, brief, to the point, and meaningful.

Seems like a tall order to fill!

But once you get the hang of it, it becomes more second nature than something that has to be over-thought.

Remember the key points: Facebook—don’t post all the time. Twitter—you have more freedom, so share and have fun. Build a rapport with your followers. Pinterest—let this become an extension of who you are. Google+ –provide fresh content separate from what you post on the other social media platforms as chances are, you will have many of the same followers across all platforms.

12 Reasons for Writers to Love Facebook

facebook

True Confession: For me, Facebook was love at first post.

Apparently I am not alone. Facebook reigns as Social Media King, with 750 million active users. Here are a dozen reasons why Facebook is this writer’s Social Networking BFF.

1. Cure for Isolation: I am a relational gal and it is no secret that writing can be an isolating business. Facebook is a 24 Hour Kitchen Table “Come and Go” Conversation that never ends. I can connect to other writers who are also trapped at home on a deadline. In fact, Facebook is a virtual water cooler for thousands who work at home in their PJs but enjoy a little human connection with their coffee break.

2. Primes My Writing Pump: I read Facebook the way some read the morning paper (before newspapers all but disappeared). I like to peruse my friends’ thoughts while I sip my coffee. Writing a comment here, a question there, gets my writer’s juices flowing. Before long I fill in my status, which is much less daunting than writing a first sentence on an empty page. Interacting on Facebook eases me into a writing frame of mind.

3. Testing Material: Since I write humor, Facebook is a great place to test comedic material. If I get lots of good comments, I cut and past the post into a “Humor File” to use later in a blog or book.

4. Finding Topics that Hit a Nerve: Recently my daughter wrote a FB status about the pros and cons of when to share news of a pregnancy. More than 300 passionate responses from readers later, Rachel knew she’d stumbled upon a hot topic for her blog (www.thenourishedmama.com).

5. Easy Daily Journal: Everyone knows writers should journal daily. But what with all the social media we are now required to do to build our platform, who has time to journal, too? It’s a comfort to me that I have recorded the highlights of my experiences in a brief (publicly read) journal over the last 5 years… on Facebook. Romance novelist Eloisa James wrote an entire memoir (Paris in Love) based on a year of Facebook posts! Because the posts were so well-written, to my surprise, the book was hard to put down.

6. Gathering Ideas from Readers: In her bestselling book The Happiness Project, Gretchen Rubin sprinkles short tips and thoughts from her blog readers’ comments throughout the book. This added interest and variety to her book, especially when presented in bullet-point format.

7. Finding Original Quotes, Quips, and Anecdotes From Others: I wrote a couple of Facebook posts during a vacation when my husband and I both caught the flu. An author friend, writing a book on marriage, asked if she could use my posts as anecdotal material. I was happy to share; and she was gracious to attribute the quotes to me and mention my latest books as a reference in her book. A win-win!

8. Practicing “Writing Tight”: Today’s internet-skimming readers don’t have patience for long, meandering prose. Writing short FB posts is terrific practice in the art of writing tight. Today’s writers must know how to nutshell and extract worthwhile thoughts with as few words as possible. This past week I experienced two incredibly fun hours at a birthday party with four of my grandsons. Rather than bore my friends with a blow-by-blow account of my adorable grandchildren, I posted: “I went to a birthday party at a skating rink today and did the hokey pokey with four of my grandsons. And that’s what it’s all about.”

9. Facebook Friends are Faithful Fans: I’ve discovered Facebook friends to be faithful supporters of my blogs and books, generous in helping get the word out by re-posting press releases, book sales, and good reviews.

10. Networking: You never know how a Facebook relationship can lead to opportunities for writing or marketing your book. My daughter struck up a friendship with another prolific blogger who asked Rachel to guest post for a popular teacher’s blog. Rachel did so well that she was offered a paying gig to write regularly for http://www.weareteachers.com. We’ve also landed radio, podcast, and other web interviews because someone in media saw and liked our posts, blogs, or book topic on Facebook.

11. Random Polls: In our upcoming book Nourished: A Search for Health, Happiness and a Full Night’s Sleep (Zondervan, January 2015), my daughter (and co-author) wanted to address the Top 10 Everyday Stressors Women Face. So I posted the question, “What are the daily things that slow you down, trip you up, and steal your peace?” We gathered dozens of replies and categorized them into 10 areas that formed the basis for an entire book.

12. A Word for the Weary: How often have I received the perfect word of encouragement, comfort, or advice from someone on Facebook, exactly when I needed it? I’ve also had the privilege of regularly encouraging others via Facebook. For those who welcome it, Facebook connections can be a true ministry of words, whether or not you are professionally published.

How have you used Facebook to reach your readers?

The Juggling Act of Marketing While You Write

I learned a lot from the publication and release of my first bookInstead of dwelling on what I did wrong or inefficiently, I’m focusing on improving those areas when Getting Through What You Can’t Get Over releases in April, 2015 via Barbour Publishing.

Authors on Facebook

Mention Tiny Excerpts from Your Work in Progress

For instance, while writing my first release, if I had known then what I know now, I wouldn’t have held my enthusiasm back. I would have let my natural flow of excitement transfer into some of my Tweets, Facebook posts, LinkedIn shares, and Pinterest pins. I wouldn’t have sold to people, but would have offered a few teasers, a new sentence, a punchy line taken from my project, while I was writing it, getting people interested early. Word of mouth is still the best marketing vehicle around.

I would have blogged about the process more. (Something I just started doing on my Writing Wednesday posts.)

Authors on YouTube

Open Yourself Up to Your Audience with YouTube Videos

I would have posted a few videos on YouTube about struggles, victories, disappointments, encouragements, life interruptions, cave-dwellings, along with other writing downs and ups. Adding more visual author media to marketing efforts enhances the experience for readers. This allows audiences to read tone of voice, facial expressions, and body language, as well as words.

I would have listened to Michael Hyatt’s fantastic audio series, Get Published!, while I was writing, not shortly after my book released. Then I would have acted on many of his insider suggestions.

While I juggle writing, marketing my current book, pre-release marketing for my new one, family, friends, speaking, coaching, and the occasional unexpected crisis, I’m also celebrating a few things I did right on the first go around.

Michael Hyatt's Get Published

I Highly Suggest This Audio Series for Publishing and Marketing

I made new connections, and built some solid and life-long relationships with people who can benefit my writing career, but more importantly, are now my friends. We help each other, encourage, pray, and genuinely care about what happens to each other, more than we care about what happens with our careers.

I proved myself capable as a professional writer and marketer. Building credibility and practicing integrity at the foundation of your career provides a solid footing to propel you forward as you move ahead with new books, articles, and posts. I see myself as a slow and steady author, who will win the race through consistency and solid growth. I’d rather experience longevity, versus a fast start that sputters in a flash.

I made some marketing mistakes, but didn’t let them become catalysts for giving up. Instead, I evaluated where things fell apart, and used those insights to make informed decisions and new plans. Some things I need to cut out completely, but most only require a few tweaks, and my updated marketing plans will prove more profitable.

Believe GodBut the most powerful thing I did right the first time, and am continuing to do now, is this: I am not leaning on my own understanding. Instead, I am asking God where to invest my talents. Who are the readers? Where should I market? What is the best use of my energy? When should I time marketing efforts? How should I balance the juggling act of marketing while I write?

In the end, none of us knows the perfect marketing plan. But, those who succeed exhibit similar qualities. Guts, consistency, resolve, humility, a teachable spirit, listening ears, watching eyes, and a quitting-is-not-an-option determination. No matter how much juggling is required.

What do you know now that you didn’t know before about marketing?

Give ‘Em What They Want, Not What You THINK They Want

shop-vac-10-gallon-industrial-wet-dry-vacuum-925-40-100After fumbling around with social networking and reading every marketing article about it that I could get my hands on for the last year or so, I’ve distilled my promotional strategy down to a simple directive: give readers what they want.

I know that sounds obvious, but the tricky part is understanding the ‘what,’ especially once you realize that ‘what’ your readers want may not be the same ‘what’ that you THINK they want.  The key is taking ‘you’ out of the picture, so you can clearly see your reader without your own perspective distorting your vision.

It’s like reflective listening – you want to reflect back what the other person is saying without putting your own spin on his words, so you hear clearly what he said, and not what you think he said. Quick example of doing it wrong: my husband said he wished he’d taken music lessons when he was a kid, so I got him music lessons for Christmas. Two weeks into the lessons, he told me he didn’t want to continue.

“But you said you wished you’d taken lessons as a kid,” I reminded him.

“As a kid, yes,” he said. “But now I have other interests that I’d rather spend my time on. You interpreted my comment as a current wish, which it isn’t.”

Ouch. I should have gotten him the shop-vac he said he needed, which I thought was boring.

Same idea applies to your readers.

Pay careful attention to what they say, or in the case of social media, what they really like to see and with what they engage.

For instance, I thought that as an author, I should be posting on Facebook about my WIP or upcoming events. Those posts, I’ve found, get little notice.

But if I post a photo of me getting kissed by a French bulldog, or a goofy homemade video of me singing (badly) about the cold weather, I get comments galore. Clearly, on Facebook, at least, my writing news is not very interesting to my readers.

Writing news is appreciated very much, however, by my newsletter subscribers, so that’s where it now goes, along with on my website. As for LinkedIn, I post both events and business-related material, such as when my books get a rave review or included in an industry-recognized blogger’s post.

For Twitter, I post quick links to interesting material in my subject areas (birds, nature, dogs, humor) or retweet entertaining posts, because I’ve found that those kinds of communications are most appreciated by my followers. Because it’s a fast and short exposure, I tend to use Twitter more than any other social media platform as more of a shotgun approach – post and hope it spreads wide and far to get my name in front of a greater number of people, because that’s the first step to finding new readers.

My experience has convinced me that connecting with readers, followers, and networks is a necessary piece of expanding my readership, but once I’ve reached new folks, it’s time to shift gears and use social media to build relationships, not solicit sales.

That’s why it’s called social media, and not the shopping channel. Remembering to give the reader what they want is easy when it’s the same thing you want to give your friends.

How do you use the various social network platforms?

All Blogged Out: A Rant (Fair Warning)

Scream--Annemarie BusschersThe other day a fellow writer from way in my past—semi-famous, author of many highly regarded books—friended me.

It was so exciting. To be remembered by someone I had admired long ago but hardly knew, someone whose books I have on my shelf.

As soon as I accepted her friendship I was invited to like her author page. Then read her blog. Which explained everything.

I don’t want to be a partypooper here about the self-promotion mandate. Really I don’t. I know that publishers these days demand that writers have author pages and blogs and followers and all that. I try to be, in fact, dutiful, in my way. But it must be said. Something about all this facebooking and author-paging and blogging just stinks.

It reminds me of how, at my university, some colleagues and I used to convene every year to plan women’s events. Multiple times, meeting upon meeting, to schedule and scheme and come up with funding and talk about decorations and cookies and such. Then, when the day came for whatever it was to happen—the reading group, the tea, the birdwatching we had so arduously planned—there we’d be again, the five of us, the only attendees.

How does one find time to write books when there’s forever a blog post due? Not to mention reading all the other writers’ blogs that I say I’m following—and that, if I were  truly friend-worthy, I would be commenting upon. Confession: the only blogs I willingly visit are the ones I land on after a Google Images search for a very specific recipe, one that looks like a dish I remember from my childhood, or some stew of lentils I’ve been fantasizing about, or some bizarrely complicated goodie I said I’d cook up for one of my ever ravenous daughters.

All this to say—am I the only one who feels this way?—that blogging, which appears to be de rigueur in the world of publishing these days, slurps up my writing time like an old dishrag, and sometimes I fear that the only ones who read what I write are fellow writers (more generous ones than I am) obliged, as I am, to squeeze it out when I should be working on my current writing project and between all the other things I do to actually support myself. (That sentence doesn’t work, I fear…) Those who follow me—I’m sure of this—do so for the same reason I follow that writer acquaintance of mine: because I was asked. I’m not going to buy any more books of hers than I’ve already bought. Having heard an interesting writer interviewed on Fresh Air, I’ve never gone to his author page or read her blog. If I’m interested enough, I ask for the book in Barnes & Noble. And when they don’t have it—they never do!—I order it for cheaper anyway on Amazon.

Here’s how it goes with buying books and me. In the ideal world that used to be, I heard about a book or picked it up from a bookstore table or shelf, I read a few pages, I bought it and brought it home, eventually it made its way to my bedside table and into the stack to wait its turn, and then, one happy day, I turned over and reached for it and started to read. In that perfect world, it is a perfect book, and I can’t stop reading till it’s finished. Then I tell my sister, off in Colorado, about the book on the phone. And in a few more days I lend my copy—though it has a swollen edge from my having accidentally let part of it sag into the bathwater—to one of my colleagues. Then I assign it in one of my classes. No blogs or author-pages or anything like that. Just hear about it, buy it, read it, lend it.

I’m not feeling very encouraging today, I’m afraid. Maybe this post will generate some useful discussion among us writer-blogger-authorpagers, though.

(Feel MUCH invited to chime in if you’re not a writer. It would cheer me immensely.)