Welcome to the twenty-seventh installment of Twitter Tuesday. In the spirit of Twitter, this blog will be short and sweet and to the point. The tips offered here are all based off my best-selling book We Are Not Alone–The Writer’s Guide to Social Media. If our goal is to build an author platform in the thousands to tens of thousands, then we will have to approach Twitter differently than a faceless corporation or even the regular person who does not possess a goal of becoming a brand. This blog will help you rule the Twitterverse without devolving into a spam bot.
This Week’s Fail Whale–The Traditional Tweeter
The traditional tweeter doesn’t understand the difference between traditional marketing and social marketing. Instead of forming relationships, this tweeter is no better than spam. Oh, is messages might seem to be genuine, but up close they all say the same thing:
Me, me, me, me, me. I don’t care about you, but look at MEEEEEEE!!!!!
There are writers who, when I mention Twitter, say things akin to, “Oh, well Facebook is where I socialize. I am just getting on Twitter to sell books.”
Yeah, good luck with that.
I remember years ago I was in the grocery store in mid-afternoon. The place was practically deserted. I had a song stuck in my head and was singing to myself (believing I was alone). Out of nowhere this man came up to me and told me that I had a really pretty voice. I recall blushing at the compliment and it made me feel really good….that is, until he handed me a business card. He was selling insurance. He asked me to call him and tell all my friends about the great deals he was offering.
I felt sick.
I felt manipulated and embarrassed. See, this man had been nice to me. True. But he wasn’t kind to be kind; he had an agenda. I never gave him my business, and I certainly didn’t rush out to tell all my friends. Worse still, he ruined any trust. Even if this man approached me today in an authentic way, I would never want anything he had to offer.
Twitter is the same way. We will support who we know and like, but we can smell a phony with an agenda from a mile away. Twitter is a powerful tool for selling books. That’s true. But Twitter is ruled by social norms, not market norms. Fail to appreciate the difference and the price to a reputation can be steep.
This Week’s Twitter Tip–Be a Team-Building Tweeter
The team-building tweeter understands the difference between market norms and social norms. The team-building tweeter is all about working smarter, not harder. Last, week NYTBSA Allison Brennan posted a blog blasting social media, and you know what?
I didn’t blame her one bit.
See, the “experts” in her circle were treating Twitter as some free way to advertise. In their minds, a writer had to have in excess of 20,000 followers for there to be any impact on sales. And this is true…if we are “marketing” to people.
Traditional marketing generally has about a 1% return. This approach, most often, will only influence 10 people for every thousand blitzed. This tactic is fine if you are a Nationwide Insurance commercial airing to tens of millions.
It is a formula for a chocolate overdose if you are a writer having to do all this marketing yourself…AND still write books.
Most writers have a day job, children, families and they have to write books. This is why teams are critical. This is about working smarter, not harder. It is about multiplying influence exponentially. How do we do this?
By forging relationships and serving others without an agenda.
Yes, Allison only has 3000 followers. But I LIKE Allison. Not only is Allison an awesome person, but she also writes fantastic thrillers (go here and buy one). Since I LIKE her, I am willing to tell MY network about Allison. Now Allison has just influenced an additional 4000 (my tweeps).
Oh, but it gets better. I have friends who like me and want to help me. So, if I am helping Allison, these friends want to help me help Allison. Many of my friends also have 1,000 to 5,000 people in each network. See how Allison’s influence just exploded? And this method is FAR more effective because it isn’t spam…it is heartfelt, genuine word of mouth. Traditional marketing cannot generate this kind of influence.
WANA methods work. They have put more than a few authors on the best-selling list without working the authors into the ground marketing day and night. No spreadsheets, no mailing lists…just friendships.
Tweet ya later!
In the meantime, I hope you pick up copies of my best-selling books We Are Not Alone–The Writer’s Guide to Social Media and Are You There, Blog? It’s Me, Writer . Both books are ON SALE for $4.99!!!! And both are recommended by the hottest agents and biggest authors in th biz. My methods teach you how to make building your author platform FUN. Build a platform and still have time left over to write more great books! I am here to change your approach, not your personality.