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  Social Media

Social media is a component of How authors use social media to build their platforms
marketing that smart authors use to their own best advantage.


But what IS it?


Well, let's break it down into its two component words:


SOCIAL [soh-shuhl] adjective. (1) pertaining to, devoted to, or characterized by friendly companionship or relations; (2) seeking or enjoying the companionship of others; friendly; sociable; gregarious; (3) of, pertaining to, connected with, or suited to polite or fashionable society; (4) living or disposed to live in companionship with others or in a community, rather than in isolation; (5) of or pertaining to human society, especially as a body divided into classes according to status.


MEDIA [mee-dee-uh] noun. (1) plural of medium; (2) the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely. Usually used with a plural verb.


SOCIAL MEDIA is content created by its consumers. Copy, images, video, music … whatever the form the content takes, it is created by the users, as opposed to traditional media in which the entire purpose of the organization (i.e., company) was the creation and distribution of content to an audience.

 Is social media a marketing strategy?

The short answer is: NO!


Facebook, Twitter, YouTube, Pinterest and the myriad other social platforms will help generate new visitors you can impress with your ideas; they even have the potential to convert those viewers into raving fans and customers. But in and of itself, social media is not a strategy. It's a tool you can (and should) implement to enhance your other marketing strategies, such as networking, public speaking, SEO, and article marketing.


One of the most important things social media can do for an author is cement the continuity of their branding. Successful authors leverage all the personalization possible and use the same branding across every social media platform. They do this by using the same head shot, the same handle (screen name), and the same keywords and descriptions on every platform. So they're not SuzySmithAuthor with a picture of Suzy in a purple hat on Facebook and AuthorSuzySmith with a picture of Suzy wearing oversize pink sunglasses on Twitter.

 What's the FIRST rule of social media?

While many people have heard how important social media is as a marketing tool, an overwhelming number seem to forget that all the emphasis belongs on the word SOCIAL.

 Use the 80/20 rule for social media success

A helpful reminder may be to recall how we conduct ourselves in face-to-face networking scenarios. How gung ho are you to “do business” with a person whose only real specialty is the Business Card Shuffle? If you're like most people, probably not very. So why would you even consider trying to sell your book to a brand new online friend unless you already have a relationship with them? How is it that we so often forget our first priority in social networking: being SOCIAL?


One of the most beautiful aspects of social media is its global reach. Remember the ancient days of pen pals? Today, we can interact with MANY friends all over the world! But interaction means just that – getting to know them on a one-on-one basis. Exchanging conversations with them. Sharing news, ideas, and information. Only after you've established yourself as a willing sharer on your social media platforms will you have created the opening to begin promoting your books.


This may be a good time to reexamine your social media campaigns, as well as your overall strategy, and keep the 80/20 rule in mind! 

  Keep it social 80% of the time by sharing stories/info and participating one-on-one.

Limit marketing/promotional messages to 20% of the time.
 How can social media help me grow my platform?


  Social media can help you:

 • Enhance your online visibility to increase your credibility and sphere of inflluence
 • Grow your mailing list
 • Secure speaking opportunities
 • Generate more high-quality trafic to your website
 • Improve your SEO
 • Develop your on- and offline networking circles
 • Hire team members who will help you boost your business
 • Offer first-rate customer support    
Find promotional partners who can help you sell your books (and services)
 • Identify JV partners who can help you build your business
 • And much, much more    
 Specific ways authors can use social media

Are you posting excerpts from your book? Some authors get antsy about this idea, fearing they might "give too much away." If you want to be successful, you will dump that thinking in a hurry! And go read Seth Godin’s blog, where he frequently discusses how essential it is to give away free information before you can cultivate buyers who will turn into long-term readers and fans.



Are you planning book signings and readings and inviting your friends/followers/contacts to your virtual AND live events ?


Are you holding contests? Mike Michalowicz, author of The Toilet Paper Entrepreneur, has held contests that included being the first respondent to tell him the last word on a given page in his book and having readers post pictures of themselves holding copies of his book in various locations.


Have you made a book trailer or video series related to your book and posted it to your YouTube channel?


Have you joined Facebook, LinkedIn, and other groups so you can start meeting influential people in industries that might have a use for your book?


Are you making connections to secure joint venture partners, outlets for bulk sales, or speaking opportunities? Social media is a great avenue for thinking bigger than individual readers and really leveraging your contacts to grow your brand as an author.

 Which social sites should I use?
At this point, the number of social media sites is too numerous to list — and new ones are springing up weekly, if not daily. There are, of course, a few you will want to jump on immediately: a Facebook author page, Twitter, LinkedIn, YouTube, and Pinterest are the standards right now. But there are others sites the can be highly beneficial to authors, too, like  GoodReads, WritersBloq, and Smashwords.

The most important thing is that you get started!
Choose one platform, and master it.

Get involved.

Be present.

Post regularly.

Interact with the other users.

Make a name for yourself.

Then, add another.

 Which social sites should I use?
  Social media can be a phenomenal tool to help build your author platform. With the right planning, strategy, implementation, and prioritization, you can use it to establish yourself in a crowded field. But it takes time, energy, commitment, and willingness to put the relationships you are creating first.

If it all seems too overwhelming, we can help! We can set up your profiles, create a Facebook page, write your bio/intro, and even help you get a presence going on your favorite social sites. Call at 602.518.5376 us or email us today to get started!

Ready to begin? Let's Get Started NOW!


LAURA ORSINI | Freelance Writer | Designer | Marketer | Social Alchemist | BLOG • 602.518.5376 • PO Box 40273, Phoenix AZ 85067



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