The past 15 years have seen a continual evolution in how self-published authors leverage their social media. They’re using it ever more skillfully to produce the kind of results book marketing services pros recommend. It all begins with a following, and if you plan on writing a book, it’s wise to become active online long before you publish it. Gaining followers is a gradual process for most authors, as much as everyone fantasizes about going viral. When you start early, you also learn where posts people respond best. It also gives you time to build a following with a natural interest in your planned book topic.
An exciting aspect of social media is that it works differently for everyone. Finding your groove takes some experimentation, and the outcome may surprise you. Nonfiction authors commonly post helpful information, while novelists are more about entertaining people. But there are gray areas and overlap between the two, and you’ll soon learn your “sweet spot.” People also love images and videos; when you have them, share them online. Your smartphone enables both, and you’ll get good results if you use the capabilities creatively. The trick is to post things people will share with their followers.
Timing often matters with social media posting. If you talk about something people are in the mood to discuss, you’ll see more engagement. It can change seasonally or because of news and current events. Naturally, outgoing authors sometimes do best online, but everyone can learn. Big-name writers often have social media managers, but they need to be careful not to lose the authenticity of their accounts. Fans like communicating directly with authors, and social media facilitates it. You’ll see significant appreciation when you acknowledge fan comments and reactions received online.
It’s also important to note that social media becoming more mainstream has helped its acceptance as a publicity vehicle. In the earlier, more experimental days, it was wise to proceed cautiously and ask questions. Now that more is understood and most everyone participates, the roadmap for success is clearer. You can plug your book directly occasionally, but your feed should be primarily about other things. Too much of the hard sell can cause people to overlook your posts. You want to be the person they eagerly await hearing from and communicate routinely. Check out other authors for inspiration.