What Role Does Social Media Play In Marketing Your Brand as an Author?
Most of us enter the writing world because we’re creative and feel compelled to or called to share stories. We use words to paint scenes. I've yet to meet an author who writes because they’re interested primarily in the business, entrepreneurial side of books. But when you're selling and promoting a book–you quickly come to realize that authors are expected to take on the role of a small business. You suddenly need to become your own marketing team.
We hear publishers and agents asking authors about their social media presence. But what role does social media really play in marketing your brand as an author, and your books? We connected with Sarah Cassell, Whale Rocks’s marketing manager and founder of Latte Libro Marketing to learn more.
How are you seeing social media being used today as compared to a few years ago?
When social media originated, it was about making connections and sharing your daily life with others. Now, it’s become a place to learn and get world news. In fact, there’s an increased trend of users using social media as search engines to get their information. How did the presidential debate go? What’s happening in the Middle East? You can find all the information without ever leaving a single platform – and for better or worse, that information is served to you in a view and way that aligns and reinforces your pre-existing opinions and beliefs.
This has, in my opinion, exasperated the divide on a number of human rights and social issues. And because of the anonymity, hate speech and harassment online are at an all time high. According to an annual survey by the Anti-Defamation League, 33% of adults reported being harassed online in the past 12 months – that is 10% higher than the previous year.
Does social media really help in terms of marketing yourself, your services or your books?
Marketing, at its core, is about reaching an audience, communicating and building trust, and then selling or exchanging goods and services. Social media is just one tactic through which authors can reach their audience. And when you’re trying to grow your audience, social media and its 4.8 billion users can be a great place to do that.
Here’s where I see many writers struggle however: how you approach social media as an author is inherently different then how you might approach it as an individual, because when it comes to your author life – you’re promoting your author brand and your goods (i.e. your books). Social media won’t be as successful without first defining and understanding your personal brand and your audience.
Just saying “my book is for everyone!” won’t work because it leaves your messaging feel too broad and impersonal. Take the time to think about your brand as an author and really try to understand who your target audience is on social media. There are a lot of writers and authors on social. What sets you apart? What do they gain from following YOU that sets you apart from others?
Some authors want to completely separate business and personal accounts by having two separate accounts. But many choose to only have one that is used in both ways. This is completely fine – but also know that in every personal interaction on that dual account, you represent your brand/business as an author. If your goal is to grow your audience and promote your new book to new audiences, my recommendation is to keep your account public. For personal posts on a public account, you can leverage privacy settings like “Close Friends” list to limit who can see that content.
What is your advice to an author who wants to disconnect?
It is 100% okay and valid to disconnect from social media – either periodically or completely– especially if you’re feeling similarly about social media as Whale Rock Workshops founder Shari Becker described in a recent community newsletter. If the platform is only feeding your anxiety and consuming your creative energy, go offline.
So while you might need to disconnect from social media, don’t disconnect from marketing altogether. There are other forms of marketing that you can explore that don’t require you to be bombarded with images, news and negativity. Here are some ideas of where to refocus your time:
Improving the accessibility and SEO of your website.
Dedicate time to your author newsletter.
Work on building relationships with bookstores and writers and bloggers or via workshops and conferences.
What is your advice to an author who wants to build a following?
Whether you’re looking to grow your social following or your newsletter subscribers, my biggest advice is to start now.
It can take several months or even a year to grow to 500-1,000 followers.
I have a number of clients who reach out to me AFTER they've sold and need to promote a book. But people need time to learn more about you, connect with your content before they'll be compelled to buy. Before you convert people to buy, you have to build their interest and trust.
What is the best use of an author’s time on social media these days?
Focus on consistent, quality content. Make sure your content is connected to your brand, and centered around the needs your audience has.
Spend just as much time engaging on others’ content (related to your author brand – liking your bestie’s dog pics doesn't count. At least, not unless dogs are central to your author brand and they play a big role in your book themes.) This is the social piece of social media. It can help connect you with future followers and build a meaningful, engaged community.
For more than a decade, Sarah Cassell has weathered the tides of digital marketing. She's supported national and local nonprofits, where she designs, builds and implements marketing and communications strategies that attract and engage millions of people. She holds a Bachelor's in Journalism from Ohio University and a Master's in Writing for Children and Young Adults from Vermont College of Fine Arts. In this fast-paced growing world of technology, Sarah is passionate about sharing what she's learned about marketing with her writing community.