Kendra Bonnett--Getting Read #11
This month’s post is a bit of a megillah. Sunday started
innocently enough as I spent some time browsing several of the LinkedIn groups
where I like to hang. But as I began reading and thinking…well one thing led to
another. As is often the case among LinkedIn’s writing, marketing and blogging
groups, I found several threads dealing with the challenges of getting
published and using social media for book promotion. The discussion usually
goes something like this:
Question: Do free social media sites really help you sell
books? Or, Is Twitter a godsend or a waste of time? And sometimes, Who’s
selling books thanks to Facebook?
And then the comments start. Respondents run the gamut: The
Touters (as I like to call them) extol the benefits of Facebook, Twitter, blogs
and more. Each has his or her pet tool or resource. The Deniers (I see fewer of
these all the time) either claim they are happily living in a pre-WordPress
world of publishing (or, if they’re bona fide Luddites or honest-to-god
curmudgeons, they must reside in a pre-Internet, alternate universe). Then
sooner or later the Dupes show up, those who have suffered loss and mischief at
the hands of Internet cons, crooks and scammers. And don’t doubt it, they are
out there.
This Sunday was no different…although perhaps a bit more
extreme.
The Touters Led Off the Discussion…
…with their praise for Facebook, Twitter, blogs, social
networks, Ning, to name just a few of the tools—everyone has their own personal
favorite. I read their words, agreed with most, but didn’t add a comment of my
own. I noticed, however, that even the Touters had their caveats and cautions.
Social networking is their religion, and yet almost universally they admit to
making near Homeric commitments of time and energy, replete with the
challenges, setbacks and strange encounters worthy of a modern-day Ulysses.
As I said, I didn’t comment on any of this. I know their
journey all too well. It is true that the challenge of building a following
exclusively via social networking is daunting. You must work at it every day
and not expect any significant returns for a year. Yes, results in six months
are possible but not the norm; you need to budget a year, which is why Matilda
Butler and I always counsel clients to start their blog the same day they start
writing their book.
As to which tool or tools to build your strategy around…I
believe it depends on your personal preference. If you like Twitter’s
microblogging approach, go for it. I recommend you commit to Tweeting a minimum
of nine times a day: three in the morning, three in the early afternoon and
three in the evening. And your Tweets must have teeth: solid content, links to
your blog or links to interesting (related) content you found on the Internet.
If you like Facebook and if you haven’t yet set up a Fan
Page, what are you waiting for? I can’t say that Fan Pages are the future of
Facebook, but they are most definitely the present. Your posts are seen on
Facebook feeds (Groups do not appear on the feed) so if you post aggressively you’ll gain considerable visibility.
And with more than 300 million people on Facebook, you can draw on a large
universe. Fan pages also allow you to be more commercial in your posting. You
won’t get “slapped” or worse, thrown off Facebook, for promoting your book and
posting a link to your sales page.
For myself, I can’t complain about putting in the time and
effort necessary for building social traffic, given that I’m not having to
spend money on Google AdWords or banner ads. Time is money, and it all costs
one way or another, but I personally don’t want to invest in buying traffic…at
least not until I know I have a winning formula for converting visitors to
paying customers.
And one more consideration: If you want to take advantage of
the any of the many free social networking tools, don’t wait. These may not
remain free forever. Investors want profits, and if advertising and corporate
deals don’t bring in revenue, I think we can expect many tools to disappear,
consolidate and/or become fee-based. My advice is put in the time now while the
only cost is time and energy. To make social networking part of my day, I get
up an hour or two earlier to do my blogging, Tweeting and posting so that it
doesn’t cut into the rest of my day.
There’s Always a Denier…
This week only one joined into the discussion. Actually she
didn’t discuss; it was more of a “drive by” comment. She made her
pronouncement, gained the ire the Touters and disappeared into the night. In
the midst of the cacophony of Touters talking up Fan Pages and Twitter Lists, Ms.
Denier announced with all the tact of a Sherman tank that she has no use for book
marketing (of any sort). She prefers to simply write her proposal, cash her
advance, hand her book over to the publisher and wait for the royalty checks to
arrive, and then begin the whole process over again.
I admit it. I had to comment, and I wasn’t alone. In
addition to wishing her good luck with that, I pointed out that almost 75
percent of books never sell more than 100 copies. In other words, most authors
will never see a royalty check if they put their fate exclusively in the hands
of their publisher. Furthermore, if an author sells only a couple 100 books and
doesn’t appear to be developing a reader base, I can’t believe that future book
deals are waiting in the wings. This brings us back to marketing and social
networking.
But Beware the Fate of the Dupes…
For all its benefits, the Internet is not without risks, and
this week’s Dupes reminded us by alerting us to some new scams. Some authors
have been using ezines to promote their work. But rather than submitting press
releases or posting their articles on an established ezine aggregator such as
EzineArticles.com, they have been hoping to get paid for their content. The
results have not been universally positive. There are reports of what appear to
be fraudulent (nonexistent) ezines that send authors forms to fill out with
their name, address and Social Security number. But the payments never arrive.
Now these authors are afraid they may become the victims of identity theft and
have put a watch on their credit. Don’t give your Social Security number to any
stranger online (or off, for that matter). And while I’m on the subject, if you
list your birthday on your Facebook page and it’s visible to anyone other than
you, go into your settings and fix this right now. An email address and your
birthday may be all someone needs to steal your identity. Enjoy social media,
but be careful with your personal information.
This is how I spent part of my Sunday…reading. As for the
thinking and what I believe all of this means to authors, please follow this
link to my post on Women’s Memoirs.
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