Posts Tagged social media
We’ve been talking a lot about social media lately and I am always grateful for your comments and thoughts. This kind of feedback not only helps me improve my blog, but my also books, because I get a glimpse of your worries, weaknesses, fears, loves, and strengths.
As a teacher/mentor/expert, it’s my job to address those fears and put you at ease or reinforce when you’re headed the right direction and give you tools and tips to take what you’re doing to another level.
There’ve been some comments that have piqued my attention lately. Namely this notion to give up on social media completely to write more books (out of vexation for the medium and the task).
Social Media is a TOTAL Waste of Time
Write more books instead of tweeting or blogging. Social media is a giant time-suck better spent writing great books.
I don’t know how to answer this besides, Er? *screeching breaks* Personally, I can think of no larger waste of time than researching and reading and spending countless hours crafting a wonderful book of 60,000-110,000 words and then?
No one knows the book exists so few people ever read it, enjoy it or are changed by the author’s story.
It’s like spending six months to a year on an oil painting to hang it in an attic.
These days, any agent worth their salt will not sign an author who doesn’t have a social media brand and presence. Rarely, they will take a book from an author who doesn’t…but usually it will come with the requirement the author get on-line and get to work.
I ADORE Dawn Frederick at Red Sofa Literary and once shared a panel with her. She told the story of a book she LOVED and took even though the author wasn’t on social media. She was so impressed with the book she signed the author but told her she needed to get on social media and start building a platform.
After six months, the author refused. Dawn gave an ultimatum. Get your tail on social media or we drop the book and cancel the contract.
It used to be that an author who wanted to completely avoid social media went traditional. Well, traditional publishing has now seen the value of social media and almost all of them require it. They require it even if they allot budgeting for marketing. Why? Because social media helps them gain a FAR greater ROI on the marketing dollars spent.
I’ll give an example. I once read a traditionally published craft book that changed my life. At the time, my platform had grown fairly large and I’ve worked very hard to create a solid reputation for recommending only the best resources. I tried to contact the author not only to promote the book, but to get this author to present our conference (which sells A LOT of books).
The web site was an outdated clumsy mess and the contact e-mail at the bottom was no longer any good. The author wasn’t on FB or Twitter and I think I finally located this writer—of all places—on LinkedIn. Four months later the author replied, but by then the window of opportunity had closed.
Additionally, since I’d had such a bear of a time connecting to the author, I wasn’t going to recommend this tedious experience to others.
Publishers have since recognized this problem and they want to remove as much friction from a potential sale as possible. Their goal is not only to sell a book but to captivate and cultivate a FAN who will buy that book, the next and the next. This is simply smart business.
Though I’m not a huge fan of ads, it makes sense that if a publisher (traditional or indie) is going to pay good money to create and launch one, that anyone interested should be able to easily connect with the author. Same with coveted AP reviews, interviews, or events. Even if we self-publish and pay for promotion, an existing platform will make the most of that investment.
A LOT of any sales is the follow up then the follow-through.
If social media is new, scary, overwhelming? Welcome to being NEW. Most of us start like this…
Social Media is for the CONSUMER
I come from a background in sales. Cardboard. Not glamourous but everyone uses it. Being the cheapest or mailing out flyers or calling non-stop was not what sold my product over other choices.
And trust me, we had BEAUTIFUL ads. I also had competition offering a far cheaper product. They also had products virtually IDENTICAL to ours. But ads and price and even selection weren’t the major driving factor in sales.
Rather, it was the customer’s ability to quickly and easily connect with ME.
Maybe the company didn’t need corner board the day they met me. But then, that purchaser I’d spoken to in the spring signed a contract with a client in the autumn who wanted to ship truckloads of water heaters STAT. Water heaters that needed protection during shipping.
Because that purchaser had my personal cell number (back in the days when most salespeople didn’t have one and I paid for my OWN), guess who closed the sale?
Most salespeople didn’t want to pay out of pocket for a cell phone. They liked the old ways, the way business had always been done. Call the office. Leave a message with the receptionist, and then they’d return the call when they got back in off the road (which could be DAYS).
Even if the salesperson got the message once they checked into their hotels, it would be late in the evening. The earliest a customer could get an answer would be the next day.
Me? They talked to the minute the idea flitted across their brains (or within the hour if I was in a meeting).
It cost me $400 a month of my own money to have a cell phone with enough minutes. Back then, 2000 minutes a month was the max one could buy in a package, but I had a nine-state territory and also all of northern Mexico and believed it was a wise investment.
Work smarter, not harder….
I put out my own effort and money to make it easier for a customer to find and connect with me instantly. I didn’t have to. But it sure made that $2.5 million a year quota a lot easier to meet. Of ALL the cardboard reps vying for the SAME SALE, I was the one who was Johnny on the Spot to solve a problem. I was the one they could dial and get an almost-instant response and solution.
Though cardboard and novels are different products, that tether of personal connection is powerful.
A large number of agents, especially those at the prestigious agencies, will not even consider a query if they can’t google our name and see we’ve been working to at least connect and begin cultivating a community that can become readers.
But now many authors are going indie or self-publishing. Indie houses I can guarantee will likely ignore anyone who doesn’t want to be on social media. Those who self-publish? WE ARE THE PUBLISHER. What responsible publisher with a hint of business acumen ignores any kind of interaction and follow-up with potential customers (readers)?
It reminds me of the cardboard salesmen who didn’t want a cell phone. They’d missed the point that their job was to serve the customer’s schedule and needs, not the other way around.
Golf is NOT Golf and Dinner is NOT Dinner
Hubby and I had an interesting debate a few days ago. He kinda turned his nose up about wining and dining and entertaining clients (we have two small businesses). But Hubby has spent most of his professional life as a procurement person and is a long-lost cousin of Mr. Spock.
But then I explained that those off-site relaxed endeavors were actually investments in relationships and even friendships. When I took customers to lunch, I never talked business. I wanted to know (genuinely) about their wives, kids, or hobbies and let them have some fun talking about the things they enjoyed. It was personal.
It’s far more important to be interested than interesting.
When I would call to follow up, I asked about how their son’s Little League game went or how the wife was and simply told them I’d be in the area during a certain time. Never asked for money or talked about cardboard.
I also never chastised them or was hurt if they bought from another source. I’d say, “Well, that was a smart business decision. Can’t blame you for being prudent. Just hope I am there to help you next time. You know how to reach me.”
Over time, because of the relaxed atmosphere, I found that customers gravitated to calling me because they knew me, could reach me, and rather enjoyed not being pitched to non-stop. They’d even pay more.
What was really cool was that certain customers eventually refused to deal with any other company but ours, no matter how cheap the competitor’s price. They would even recommend me (and my product) to other companies, because I ignored the ABCs (Always BE Closing) and trusted the power of relationships and consistency.
The same can be said for social media. Blasting spam and bargains and free stuff might work for a while and on a few people, but it doesn’t generate the long-term loyalty money can’t buy.
Sure, back in my cardboard days, it cost me time and money and effort. My hard work rarely paid off immediately and I’d be lying if I said I wasn’t harshly criticized.
But, eventually, when customers had to choose between going to lunch with someone who jammed flyers and price lists in their faces, who never shut up talking about themselves and who insisted on a signature on the dotted line by the time the check came?
I was far less exhausting and annoying to deal with.
Social Media is NOT a Sales Pitch
Social media is like all those lunches or quick, relaxing trips to a driving range to just unwind and chat and become friends. People should know we have a book, just like all my cardboard customers had a fancy folder filled with all our products and a sample box.
But the product wasn’t my focus, people were.
To refuse to do social media would have been akin to me never traveling and sitting by the phone in my office hoping it would ring. That our cardboard would sell itself. I imagine I wouldn’t have lasted long.
To misuse social media is a formula for a customer (reader) to gravitate some place they don’t feel like prey. Social media used properly doesn’t take much time to do, but it will take time to grow roots.
Just like it only took five minutes for me to call a buyer, ask how his kids were and let him know I’d be in the area and ask if he and his receptionist would care to join me for a bite to eat. But, though it took minutes to make the invitation, it took months of care and authentic follow-up to build a foundation of trust that created a loyal customer.
Direct Sales is Almost Universally ANNOYING
How many of you have gone to having a cell phone because the only people who called the landline were selling something? How many times have any of you said, “Sure, I’ll pay for that cruise right now” after getting a random phone call. Or, “Yes, sign my up for that credit protection plan. TAKE MY MONEY!”
How many times have you found a flyer on your windshield or front door and immediately called for that product or service? Or answered the spam in your e-mail with credit card in hand?
Think of this when using social media ;) . Relax, have fun and trust this is a process and a really fun one with the right attitude.
I LOVE hearing from you!
To prove it and show my love, for the month of JANUARY, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novel, or your query letter, or your synopsis (5 pages or less).
For those who need help building a platform and keeping it SIMPLE, pick up a copy of my latest social media/branding book Rise of the Machines—Human Authors in a Digital World on AMAZON, iBooks, or Nook.
author brand, author platform, book marketing and promotion, does social media sell books, how to sell more books, Kristen Lamb, Rise of the Machines Human Authors in a Digital World, sales, social media, spamming, Twitter, WANA, We Are Not alone
What is a “friend?” That’s a good question. One of my personal peeves about The Modern Age, is that English is a very rich language and too often words are employed as a synonym when they aren’t. A HUGE bugaboo? A 13 year-old girl cannot be mature unless maybe she survived a concentration camp or other horrific events (and even then she could actually be emotionally stunted). Maturity only comes from life experience. She is too young to be mature.
The kid can be precocious, meaning she seems very adult-like. The danger in using these two words as synonyms is they AREN’T. Often a precocious child will be given more freedom than is age-appropriate or even handed burdens and responsibilities that are NOT age-appropriate.
For instance, I did most of the accounting, banking and bills by the age of twelve. I helped my mother get through nursing school, cleaned the house, packed the lunches and made the meals. A year earlier, my biggest concern had been scoring a Cabbage Patch for Christmas and where I put my favorite Barbie. Growing up happens quickly after divorce (especially a in home about as functional as the Jerry Springer Show).
Anyway, my point is this. Words have POWER and we need to respect that. When I go onto LinkedIn? I don’t see the same camaraderie as Facebook, because they use the term “Connections” which keeps the psychic distance, well…distant. Also, people generally are talking about professional things, not necessarily posting pics of the new grand baby or their beautiful garden or failed attempt at a chocolate soufflé.
Same with Twitter. We have “followers.” Most people who are active on Twitter, unless you are part of a TRIBE like #MyWANA, conversations and ideas float past. We talk, chat, have fun. If someone is a flaming a$$clown, we block. We really aren’t vested in a tiny picture and a stream of 140 characters.
Facebook is different and I think that’s what makes it really powerful. Facebook uses the word “FRIEND.”
I “friend” all kinds of people. Yes, I am a conservative gun-owning Christian but I have friends who are Wiccan, communists, socialists, liberal, gay, Muslim, Buddhist, atheist, vegan, pagan, or even just plain weird or seriously normal (which scares me more because I am one of the weird ones).
What using the word FRIEND does is it humanizes and connects me emotionally to people very different than I am. Folks I might not have sought out as friends in person, namely because I’m an introvert.
Also, geography and not being a bazillionaire prevents me from traveling the globe making friends on other continents who possess other perspectives, ideas and opinions to enrich my own.
Facebook “friend” interaction makes people I might not philosophically agree with people. I see their cat pics, funny memes, love for Star Wars, the office they are proud they just finished painting…and I am part of their world. In fact, on Facebook, I have more “human” interaction than with people I know in person.
I have lived in the same house for five years. My neighbor finally asked me to housesit and feed the cats.
I didn’t even know she had cats.
I had no clue what her house looked like inside or even what other family members looked like until I stepped inside to fill food bowls and scoop litter boxes.
Facebook can be very personal and that is a GOOD thing. We need more of that. I have had some fantastic debates and discussions with people who are very unlike me and oddly, more often than not, we find out we really are a lot more alike that it might appear on the surface.
I’ve taken trips to hang out with people I met on-line. In turn, they’ve come to stay with me. I’ve gotten people jobs, helped them relocate, or even introduced them to other WANA Facebook peeps who might be in the area where they are moving so they have an instant group of friends in a new city.
My FACEBOOK friends have been there to offer emotional support through accidents, surgeries, death, support I could NOT get from family because they were just as distraught. I was not ALONE at two in the morning when Spawn was in emergency surgery after a terrible accident knocked his four front teeth up into the maxilla.
It was a FACEBOOK friend (and WANA) Rachel Funk Heller (a purple-haired liberal Flower Child) who stayed up talking to me to keep me awake when I was the lone caretaker after my sister-in-law had an excruciatingly painful surgery on both eyes. I COULD NOT go to sleep and miss giving Kim her pain meds. It was Rachel who kept me awake from Hawaii by making zombie jokes.
Facebook friends are as real as it can get. Yes, some are closer to me than others, but ALL are real and ALL are friends (to me).
And on the business side of things…
Connecting with people is the WANA Way for building an author platform. In a sea of endless choices we will default to who we “know” and like and these relationships can be critical to our success. If we hope people will buy our books or recommend them, the least we can do is consider then a friend for-reals.
Using the word “friend” should mean something. Yet, often when someone does or says something hurtful or is on the opposite end of being hurt, I see things like, “Well, these are just Facebook friends, not ‘real’ friends.”
Thing is, that specific word elicits something in the human mind. It makes an association. X Person=Friend.
We have to be careful being dismissive of this (likely) subconscious phenomenon in others. It’s akin to using someone for a purpose (interaction, conversation, connection) then placing little or no value on that individual or their feelings. There are no consequences for being hurtful because the “Other” wasn’t ‘real’ anyway.
Though maybe this is a poor example, it’s like that one-night stand where one person thinks there is a relationship beginning and the other just had a great time and has moved on.
I HATE politics, religion and social issues being meme-ified, especially when they are hateful or negative. These are SUPER COMPLEX issues that just can’t be boiled down into a meme. Most of the time, these attack posts just evoke raw knee-jerk emotion for those on the other side.
No thoughtful debate comes from this, just hurt feelings and more division. I am adamantly opposed to ANY meme that makes ANY group the “Faceless Other.” It’s dangerous and is the beating heart of hate, bigotry, racism and on and on.
If we study history, that is DANGEROUS territory. When we can make another group less than human? Fill in the rest.
I’ve seen memes comparing all Christians to Westboro or the KKK. I’ve seen memes calling all Muslims rabid Jihadis. That is just moronic, unproductive and, bluntly? Cruel. I might not support or agree with a group, but I will not tolerate them being dehumanized.
***Westboro is the exception and they did it to themselves :P
I found myself on the bad end of this a couple days ago. A Facebook friend who I know and like, posted a meme essentially comparing Texans to Al-Qaeda Jihadis (and this wasn’t the POINT of the meme, but it was not a CLEAR meme).
And BOY did I have a PTSD moment. All I felt explode inside me was anger and hurt.
I was transported back to the moment my 6’6″ husband came home from drill and broke down in tears because he’d just been given orders to deploy to Afghanistan. All I felt was the six months of hell, the non-stop crying when I noticed EVERY cemetery, funeral home and gravestone maker in DFW. It was as if I’d been emotionally side-swiped (which I KNOW was NOT the intent of the person who posted and we made up and all is good.).
This isn’t to say we need to be all happy-happy melba toast, but let’s be honest. Most of the time? We know “those” memes when we see them.
Some we might even agree with or find funny, but that doesn’t mean it’s good to publicly share. My challenge to all of us though is to simply take a moment to think before we share. There could be someone on the other side it could devastate, especially because the “attack” is coming from a “friend.”
A Better Approach?
Having been abused, I steer clear of any meme or article or video about child abuse unless it is something POSITIVE and empowering. For instance, this is BRILLIANT. It’s a sign using lenticular printing. Someone the size of an adult sees one version of the poster. Anyone the height of a child sees a way to reach out for help when they are in a high-risk situation (and ADULTS cannot SEE IT).
This is VERY different than posting graphic memes of little kids who’ve been victimized. Yes, I want to support something I believe in, but those on the other end aren’t subjected to something that might be traumatic. It’s also EMPOWERING. We don’t feel sucker punched by our feed.
If there is something graphic we might want to share, it’s better done in a link with a warning, so the person has a choice to go there or not. I even do this with funny stuff. I am generally PG-13 in all I post, but if there is a REALLY funny video, I will say, “Hey, adult language.”
We Can Change the World by Being POSITIVE
All of us have faiths, beliefs, ideas, etc. and we have a right to have them and be different. We have a right and a duty to be passionate about those beliefs. And guess what? I don’t have to agree with others and they don’t have to agree with me. And that’s OKAY. Anything else is a police state, which is the definition of un-fun.
We can all support our beliefs by being passionate about we love instead of bashing what we hate. Love is always more powerful anyway. When memes or links or whatever are non-threatening, people might pause to listen and maybe even see another point of view. We change minds by changing hearts.
But here’s the thing. A hardened heart needs to be softened to be remolded ;) . When we spout off attacks, all we do is build armor so thick the heart disappears and might even wither and die.
Facebook is a tool. How we USE it is our choice. Make people MORE human or render them faceless, heartless “things?” We have the power to decide.
We Need to Get Over Hurts
I know a lot of reflex options involve, “Report” or “Block” or “Unfriend.” You know what? I got over un-friending people who hurt me ONCE when I was about five. If someone hurts our feelings? Cry, dust off, then shake hands and go ride digital bikes. We need to be grown-ups. Now, this doesn’t mean if someone is relentlessly spewing hate and ad hominem attacks we have to tolerate that. We shouldn’t in life. Both extremes are BAD.
Hitting an Un-Friend button is a lazy shortcut that doesn’t repair relationships and leaves an open wound. Life is better when we are whole and when others are there to make us better than who we are alone.
What are your thoughts? Do you view Facebook friends as real friends? Maybe it is just my personality. If I SAY you are my friend, I MEAN it. I say what I mean and mean what I say. But maybe I am being childish.
Do you know your on-line friends better than people you know in person?
Have you ever been sucker-punched in your feed? Have you had posts you liked and then stopped yourself from posting because you were concerned you might unwittingly hurt someone? Do you seek out all kinds of friends? Or do you stay in the comfort zone? Why? And feel FREE to disagree just be nice or civil, please :D.
I LOVE hearing from you!
To prove it and show my love, for the month of JUNE, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novel, or your query letter, or your synopsis (5 pages or less).
If you feel you might have the vapors after reading all of this, no worries, I offer classes to HELP.
SATURDAY is my Antagonist Class ( June 27th). Use WANA15 for $15 off. This class will help you guys become wicked fast plotters (of GOOD stories). The GOLD level is personal time with me either helping you plot a new book or possibly repairing one that isn’t working. Never met a book I couldn’t help fix. This will save a TON of time in revision and editors are NOT cheap.
For more help with your social media/author platform/author brand, please check out Rise of the Machines—Human Authors in a Digital World.
All right, don’t stone me, but I feel some of the marketing “buzz words” range from terrifying to annoying to outright offensive. For instance, every time I read “target your demographic” or “target your readers” I wonder if this comes with a Predator Drone or at least a laser sight.
I don’t know about you guys, but I get creeped out being “targeted.” It makes it seem we (seller and consumer) are opponents—one the cunning victor and the other the hapless dupe who landed in the marketing crosshairs.
But the one that’s gotten my hackles up over the past week or so is when writers are beating themselves up. They write things in my comments like, “I know need to try harder to market myself” or “It’s no longer about marketing my books, I have to market ME.”
If I’ve in any way contributed to this feeling, my deepest apologies. I hope this post will clear things up.
The Difference Between Market Norms and Social Norms
Two norms guide all commerce. Market norms are cold, driven by data. We pay the price on the tag. There’s no emotion, and no relationship. All purchases and exchange of goods and services is simple. We don’t go to buy a computer then are hurt because we thought Best Buy was our BFF and could have made us a sweeter deal.
Social norms guide relationships. If I open the door for you, I don’t hold out my hand expecting a tip. When I make dinner for Hubby, I don’t bring him a check with 20% gratuity factored in because I have to clean the kitchen, too. If Hubby paid me after fooling around, he might suddenly go mysteriously missing.
In the 1990s, as the TV-Industrial complex began to crumble, we saw more and more businesses blending market and social norms.
Like a good neighbor, State Farm is there.
For corporations, using social norms can be beneficial. If we (consumers) like a company, we are willing to pay higher prices and can have greater loyalty. BUT, this company has a much steeper obligation. Don’t call us family then exploit us. Not only will we complain, we will raze your brand to the ground on-line. Companies can’t have the benefits that go with harnessing social norms, then forget the greater responsibility.
Evolution of Commerce
In the olden days, we didn’t have a lot of choices. When I was a kid, if you wanted to buy a new TV, there were about three brands to choose from. There were also three kinds of spaghetti sauce. Most household cleansers were manufactured by the same company. Ma Bell issued a phone when you activated a line in your home. If my parents wanted a different phone or a newer phone or a phone repaired? They called the phone company.
And had THREE colors to choose from :D .
Yet, as markets opened up bringing increased competition, this presented a problem to The Big Guys who’d enjoyed gouging consumers who had no other place to go. Cheaper and even better options came along and the pseudo-monopolies began to crumble.
For instance, my husband has this COOL remote control car that can do speeds in excess of 55 mph and is extraordinarily maneuverable. When I was growing up, if you wanted a remote control car, you went to Radio Shack and took out a second mortgage on your house to buy one…and generally it worked once then died.
Remote control cars were The Great Class Divider—those who could afford one and then the rest of us.
Now? In 2014? I can’t believe Radio Shack is still around. Sometimes I think it’s only because we still have a population over age 70 who still shops there. My grandfather, who is almost 90, still goes there to buy batteries, proving old habits die hard.
Yet, as the years passed, emerging markets offered newer, better and cheaper options. We could have all colors of phones. CORDLESS phones. Eventually phones with an answering machine built in and then Caller ID. More and more features and bells and whistles for less and less money.
When the Internet arrived, this only exacerbated the problem. And, as computers became more affordable, Internet service did too. E-Commerce arrived. Consumers no longer wanted to browse the window of an electronics store when they could purchase on-line cheaper and get free shipping.
Thus, with the explosion of options, market norms became highly problematic. To rely completely on market norms is a race to the bottom of who can give away the most stuff and the best stuff for free. How can companies mitigate this?
Let Me Introduce “Social Norms”
When we had only a handful of choices for coffee, we bought the one mom did. We chose between caffeinated, decaf, and instant. Fast-forward 20 years.
In an endless sea of coffee choices, manufacturers didn’t want to compete on price if they didn’t have to. Thus we now pay more than double if a coffee is “Rainforest Friendly” or “Organic.” Our purchases have come to reflect our values. Case in point, the new Follow the Frog campaign:
Is it non-GMO? Gluten-free? Environmentally friendly? Recycled? Does the manufacturer donate a portion of profits to charities we support?
Even large companies are realizing Facebook can be an asset and that people don’t want endless spam and promotion. We want a company that includes us and represents our values. We are willing to pay more to those kinds of companies. We want to like who we buy from.
We gravitate to companies with a real person behind the tweets and posts. Smart companies are recognizing they need to keep a finger on the pulse of their social platforms.
When I was ready to throw the first Mac I bought through the closest Apple Store window, I tweeted about my frustration. Guess who replied? Guess who worked tirelessly to make sure I was happy?
Guess who now uses Apple almost exclusively and has become a VERY good customer?
I was willing to pay more for a company that not only solved my problem, but actually seemed to care about it. When the HP I owned had issues (and I’d had several HPs over the course of a decade), HP ran me through and endless maze of chasing my own @$$ with confusing and impersonal on-line forms that went unanswered. They used the information to spam me instead of solving my problem.
In the end? I knew I’d pay more with Apple (and wouldn’t have any new clothes for at least five years), but I chose the company that made me feel they were on my side, that I was more than a number.
Back to the Eternal Question—Do Authors Have to Market Themselves?
We have to remember the distinction between a business and a human being. When humans start “marketing themselves” it drifts into Creepy Land. Bluntly, it makes me feel like I need fishnets, heels and a red light that hides my smile lines. Or maybe I need to take up juggling fire while wearing a costume and swallowing swords.
Granted, all of us on some level “market ourselves.” When we apply for a corporate job, we know that we have to wear the right suit, the right smile and have the right answers in an interview if we want to land the job or promotion.
But what if we had a plan for “marketing ourselves” to make friends? A bullet-point reference to make others like us. Worse still, how ookie does it get when we actively put together a plan for people to like us so they will buy something from us?
Hey, Baby, you wanna
Writers are not Geiko. We are not AFLAC or P&G or Apple. We are people. A company is a non-living thing striving to connect and be personable. Companies have always been in the goods and services business filling needs. Companies have always been driven by market norms and that’s never been a question of ethics.
When human interactions are driven by market norms? That’s called slavery and prostitution.
Writers are people. A person is a person. When I actively make a plan for people to like me so they will buy my book? I need a shower and counseling.
All Humans Have a Brand
Brand is merely what comes to mind when we think of a name. When I think of AT&T, I see red. It brings to mind hours of runaround with customer service and the half zillion times they have screwed up our bill (where we live we have no other option).
When it comes to people? They also have a brand. They could be our vegan friend who competes in triathlons or our zany friend who collects action figures and goes to ComicCon.
I don’t call Such-and-Such in an emergency because he’s a notorious flake. If I have a bad day, I call Thus-And-Such, because I know she is kind and will set down everything to let me cry.
I avoid Uncle Burney because all he talks about is baseball and is utterly oblivious to the fact that I am chewing my leg off to escape the conversation. On the other hand, I love Uncle Olaf, because he invites me to play video games with him. He laughs a lot and asks me about my writing…and cares about my answer.
We unfriend people on social media because they might be rude bullies who rant or complain non-stop. We gravitate to others because they make us laugh or are always positive. These people may or may not have a good or service for sale, but they DO have a brand.
When it comes to creating a “marketable author brand” I have zero interest in changing you beyond what would need to change in any normal social situation. Name-calling, negativity, bragging, self-centeredness, putting others down are not great habits for us to have in LIFE. Thus, we all need to ixnay them with social media or it WILL create a negative brand.
I understand some writers will have to press beyond being shy. But, being shy in our personal lives limits how much we can connect as well. I know. I used to have such bad social anxiety, the thought of talking to someone I didn’t know was enough to make me throw up in my shoes.
I attended five years of high school and five years of college and had no friends. If I didn’t want to be a loner all my life, I had to press past my profound fear of people to grow as a human being.
We don’t like people who promote themselves in person. Why would we like them on-line? Granted, writers do have to strike a balance. I find we generally end up gravitating to extremes. Either writers blast non-stop deals, specials, contests and tours to tout their latest book or, the fact they have a book for sale is a Top Secret.
We need to find that balance. I was in Rotary for almost seven years. I knew who was a dentist, a surgeon, an accountant, or a veterinarian. I did business with them first because I knew them as people. They didn’t need to show up to our weekly meetings with flyers and coupons. They didn’t need to sit at lunch an pitch me how they were the best surgeon for removing suspicious moles.
The Two Basic Differences in a Regular Person Brand and an Author Brand
All this said, I will admit our brand is slightly different and I am going to use the word marketable extremely carefully. WANA isn’t here to slap your on-line personality in a short dress and digital body glitter.
Don’t come back until you’ve sold some books.
Yes, regular people have a brand, but most regular people don’t want to use that brand to sell books. Aside from being a nice human being, the crucial differences in a regular person’s “brand” and our “author brand” are:
Community is Part of Our Job
If a regular person disappears off Facebook for six months, it doesn’t matter. We as writers should have a goal of creating an authentic community, of creating relationships with those in our circles. Then, we are tasked with maintaining that community and hopefully growing it. If we only appear out of the ether when we have a book for sale, we become about as appealing as that cousin who never calls unless he needs bail money.
Authentic relationships will help us personally and professionally. We need a system of support. We also can be that support for others. Service is good for the soul and sound relationships are a two-way street. Book sales may or may not directly evolve from this, but it’s a better use of time than spamming victims from a purchased e-mail list.
Clarity is KEY
If a regular person wants to tweet using @I_LuvPandas, @LovelyKisses99 or @CarolinaChik, that’s fine. No one needs to know their name. Writers? If we are tweeting, blogging, whatever under a cutesy moniker? We’re wasting time. People cannot find our book if they don’t have OUR NAME.
The more layers of friction we add for others trying to find us/our books, the less likely we are to eventually make a sale. If I blog as Unicorn Fairy Hugs, tweet under @FairyGurl, am on Facebook under two or three different pen names, who can keep up with that?
People (readers) are pressed for time and will gravitate to those who don’t waste it.
When we use social media properly, our names become tied to our “brand.” In my case—social media for writers, craft, blogging, Star Wars, green juice, yoga, Gluten-Free, Lord of the Rings, The Spawn, zombies (notice my “author brand” is who I AM as a person as well).
But I’m not sitting around thinking, “Wow, I need a marketing strategy to market ME. I have to promote ME.” I’m simply doing what’s necessary to create genuine relationships. Beyond that? As a writer I have only two more necessities that distinguish my brand a) attendance b) coherence.
Same with you guys. Be present, be vested and be you. There will never be another ;) .
What are your thoughts? Does this notion of “marketing yourself” make you feel ookie, too? Does self-promotion give you hives? The creeps? Am I making too big a deal out of it? Have you bought books simply because you liked the author? Maybe it was even a book in a genre you never read? On the other side, have you avoided buying books from an author because you didn’t like them as a person? Have you ever had a business make you feel so good you were ever-loyal? Have you have a company you were loyal to take advantage of you and now you’re their best-worst advertising?
I LOVE hearing from you!
To prove it and show my love, for the month of March, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novel, or your query letter, or your synopsis (5 pages or less).
For a LONG-TERM plan for a fit, healthy platform, please check out my latest book Rise of the Machines–Human Authors in a Digital World.
Kristen Lamb, market norms and social norms, Rise of the Machines, should writers market themselves, social media, Social media for authors, social media for writers, WANA, what is an author brand, writers and self-promotion, writing as a business
By Jay Donovan
Kristen is recovering from a couple of all-nighters spent caring for a loved one. I’m sure she’ll have plenty to say about it over the coming weeks. She should be back tomorrow. I take that back, she will be back tomorrow,even if I have to drive to TX and make her write a blog post Weekend-at-Bernie’s style.
Today’s post is an excerpt from a bonus lesson from Lisa Hall Wilson’s six week Facebook course. Lisa is a fantastic teacher and one of my favorite online people. She is currently teaching four classes at WANA Intl:
Thanks Lisa for giving us a sneak preview at this new lesson!
Indie authors especially are very good at innovating and finding creative solutions to problems they face trying to connect with their readers/fans. Recently, former lit agent Nathan Bransford posted about the ongoing bully/gang-mentality that’s become prevalent over on Goodreads. People were leaving bad reviews of books they’d never read, or just didn’t like the title or subject matter of. (Read the post here.)
Authors had no way of policing their Goodreads pages, and real fans were turning away because of the bullies and bad reviews.
So they innovated.
How Authors Are Using FB Groups
I often get people inviting me (or force adding me) to closed groups which are really just book launch announcements. Not cool. That’s just spam. Don’t do that. However, some authors are using groups the proper way with amazing success.
Growing a tribe or community around your writing is usually a common goal for all writers regardless of their genre. Easier said than done. Building a community or tribe takes time, effort and intentionality.
To combat the lack of control over on Goodreads, authors have turned to closed FB groups instead.
When an author is about to launch a book, they may create (or fans create for them) a street team. I’ve seen these used as incentive to pre-order books. These are the most dedicated and enthusiastic fans you can have. They are your mavens, they generate word of mouth enthusiasm, share your work, post reviews, buy copies for family and friends. This is marketing gold you can’t buy.
These closed groups are well organized and only genuine fans of the books are accepted as members. Some authors use these groups to send out information to join a street team, help get the message out about their books, events, coming soon and cover reveals, help name the book, etc. Some of these groups have tens of thousands of members. It’s a vibrant hidden community free of trolls because the author admin has the power to turf those who break the rules of the group. There’s no spamming, and readers find it a much safer environment than Goodreads right now.
Authors show up daily to talk to fans, to give that glimpse behind the curtain – they want to see Oz. Authors are growing these groups by placing links to them in the back of their books – as opposed to their websites. It’s an insider club.
Benefit of Closed Group
The big benefit for a closed group is that you have to be a member to see the content. It may show up in your news feed because you’re a member, but your friends won’t see it unless they’re also members. This way members can also share inspiration photos of guys (etc.) and it doesn’t show up on their walls or their friend’s news feeds. You can’t use a group with your Page though, only your Profile. Many Indie authors have what I call a place-holder Page but are only active on their Profile.
Authors are inviting fellow Indies into these groups to help promote the upcoming book launch often. So XYZ author is invited to participate. The group members are alerted that “XYZ author will be here to spend time with you all. She’s giving away a copy of her… book.”
The author admin creates a thread linking to the free giveaway. The protocol is that XYZ author never mentions their own books. They talk about their favorite heroes/heroines in author admin’s books, etc. This helps promote author admin’s books and helps XYZ author get new readers – and nobody gets spammed!
Authors are teaming up with others who write in their genres, etc. to offer book promos together, boxed sets, etc. This is all being done in closed FB groups. Authors are sharing info and insights into marketing, promotions and ads. They’re working together to support each other. That’s the WANA way.
Lisa has been using Facebook since 2007, and has been a paid administrator, content creator, and consultant for more than three years. She manages Pages for non-profits and small businesses in Canada and the United States. She’s a freelance journalist with nearly 100 articles published, and has counted non-profits such as World Vision Canada as clients. You can find her hanging out on the WANA Intl Facebook Page most days or at her website.
Well, it’s 3:18 a.m. and since sleeping still isn’t in the stars, I am writing…while in a yoga stretch unkinking my back. It’s been a rough week. I didn’t sleep for a week due to pain. We figured out the likeliest culprit (since both Hubby and I have had our backs scanned, X-rayed, massaged and chiropract-ed) was The Bed of DOOM, forged in Mordor in 1994! I had NO IDEA Hubby’s bed was that old. Probably a question us gals should ask before marriage O_o.
Hey, have any ex-girlfriends or wives buried under your porch? No? Cool. Btw, how old is your BED?
Use a polygraph if you must.
Hubby and I got married, bought two cars, a house, a bajillion diapers and we were going to get to the whole “replacing the bed thing” but this past week? Let’s say we hit “critical.” I know the bed is the problem, because I slept last night. In fact, I slept AWESOME.
Want Sleep? Ah, a “Kink” in The Plan
My back was still a mess so I went to take a nap at 11 a.m. this morning…yesterday morning? Sunday morning. The plan was to sleep two hours since The Spawn had me up just after 6:00 am. I’d sleep until around lunch, then we’d eat, I’d put dinner in the crockpot and Hubby and I could play video games all day.
Anyway, just as I drifted off, my mom calls me bawling and hysterical. Her washing machine overflowed in the middle of the night and her living room was in two inches of water. She couldn’t reach my brother and had no one else and was in a panic. Even though I knew my back was still screaming, Mom just had major hernia surgery and no business moving furniture at her age. So Hubby and I went and lifted all her furniture—heavy furniture—out of the water so it wouldn’t ruin.
Kill. Me. Now.
I love that I could help my mom, but right now my back is seriously pissed I love my mother more than it.
Beds are the most likely culprit for insomnia or back pain, yet we tend to think of them last (probably because they are expensive and we shop for them every decade). I’ve spent the last two years doing Bikram yoga, focusing on my core (or lack thereof), going to chiropractors, taking herbs, Ibuprophen, Voo-Doo Chicken Wing Therapy all to gain little relief. I blamed it on my old back injury (broke it in 1995), changes in weather, age, and still? Never thought of my mattress until this week when nothing else had worked.
Went to the doctor. They did X-rays, MRIs. Not once, did they ask if my bed was bought when gas was $1.09 a gallon.
My bed was as old as the OJ SIMPSON case and as dead as Tonya Harding’s career after she had her loser boyfriend kneecap a fellow skater…in 1994! Don’t get me wrong, I figured the bed was old. I just never dreamed it was from the Clinton Administration.
Yes, I am a little flabbergasted. I figured maybe it was eight or even ten years old, but almost TWENTY? Why do guys not mention this stuff? I “get” you don’t buy new underwear until nothing is left but an elastic waistband, but the mattress? Was I supposed to sleep it to the springs before we considered replacing?
What I’ve Learned About Being Up All Night
#1 DO NOT get on Web MD.
In fact, they should just not allow people to log into that site after midnight. It took me less than twenty minutes to diagnose myself with:
Prostate cancer? Wait, do I have a prostate?
DWARFISM! I KNEW IT! NO WONDER I CAN’T BUY PANTS THAT FIT!
And the holistic medicine sites aren’t any better. Took less than ten minutes to determine I needed to be dewormed. Should I do the cats at the same time? *scratches head* Crap! Do I have fleas?
#2 Social media friends ARE REAL friends.
I couldn’t have made it through this rough patch if kind people hadn’t kept me laughing and offered advice and even help. People I have never met in person. You guys have put up with my whining for a week and made me smile and that’s why I love my followers so much. I’ve met some of the best people, people on the other side of the world who I wouldn’t call “friend” if I hadn’t been up with back pain.
I SO apologize I am still whining :(. I totally didn’t see the “Moving Mom’s Furniture And Lifting It Out of Water Curve Ball.”
#3 We can’t control circumstances, only our attitude.
I am in terrible pain right now. In fact, if the Air Force hadn’t goofed up our insurance (found that out when I caved and tried to see a doctor Friday) I might be in an all-night-Doc-in-the-box instead of here. But, I take my mind off it. I laugh, have fun and know “This, too, shall pass.”
***And FYI, I’m very ADD, so Benadryl, alcohol, Tylenol PM and all the crap that normally knocks people out? WIRES ME FOR SOUND. I can’t take any pain medication known to Man because they all make me itch. I’ve taken Valerian, B Complex and D and been doing yoga since 1:00 a.m. and nothing is working.
Yeah, sometimes it seriously sux to be me.
But tomorrow is a new day on a new bed with new friends…
…wait that sounded wrong. Y’all know what I meant O_o.
Anyway, so I focus on the good stuff because life is all a choice in perspective. It’s now 4:15 a.m. Hmmm. Maybe I should check back with Web M.D. I’m seeing glowing spots. Wait. Whew! False alarm. That’s the modem.
Going to try the “sleep thing” again and forgive any typos. I’ll fix them later. Got ice and a heating pad. In the meantime, check your mattress and see if maybe it’s the problem. Don’t wait like I did, because now I am paying for it. What are your thoughts? Mattress horror stories? Do you just find your bliss when you can’t sleep or do you discover your “previously undiagnosed” case of Malaria per advice from Web MD? :D Have you met any cool people on social media you might not know otherwise if you hadn’t been up all night?
I LOVE hearing from you!
To prove it and show my love, for the month of August, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novel, or your query letter, or your synopsis (5 pages or less).
ANNOUNCEMENTS: I have a class coming up August 21st, I am running a Your First Five Pages webinar. Bronze is $40 and Gold is $55 (I look at your first five pages) and use WANA15 for 15% off.
One of my favorite parts of blogging is I get to hang out with you guys. I love your comments and REALLY LOVE when you share your stories. I read every one of them, and the only reason I don’t reply to all comments is because some of you subscribe to be messaged when there is a new comment…
…and I don’t want to blow up your e-mail with “((HUGS)) You are so awesome! I forget my purse ALL the time!”
I never run out of ideas because the world is a very interesting place. Writing is a complex topic and social media for writers is ever-evolving (along with the publishing paradigm).
I do try to mix this blog up with different content, some informational and some just fun. Keeps me fresh and you from being bored. Besides I am far too
crazy creative to wear an expert suit all the time. I have to wear digital panty hose and they chafe :D.
But I want to try something different, today. I generally choose the topics. Ever so often one of you might ask something in the comments and that gives me an idea for a blog. I can keep just blogging about the things I find important or interesting, but I’d like to ask you guys what you’d like me to blog about. Here are some ideas to get you thinking:
- What do you want to know about fiction?
- How do you hook in the beginning of your book?
- When do we need a prologue?
- More dialogue (maybe from me or another expert)?
- Tips for self-editing?
- How to find a good editor? What’s the difference between a line-editor and content-editor? What is reasonable to pay for these services?
- How do we choose what genre to write?
- How do you write YA?
- How do you get started writing for children?
- World-building? (for fantasy, sci-fi, etc.)
- Differences and expectations in genres?
- How do you create romantic tension? Write love scenes?
- What are the fundamentals of good romance?
- Scene and sequel structure?
- Generating conflict and tension?
- How to write a strong female character and make her likable, too?
- What are elements of great heroes?
- What are the must-have resources for writers?
- Why is it a bad idea to put Band-Aids in your hair?
- If you are brand new, where do you start? How do you begin that first novel?
- How do you get ideas for stories?
- How to do research?
- Want to know about non-fiction?
- How do you choose a topic?
- Write a proposal?
- Land an agent without using chloroform?
- How do you choose an agent? What questions do you ask?
- When is it time to fire an agent?
- How do you pitch?
- Create a log-line/elevator pitch?
- How do you get blurbs for your book without using blackmail?
- Which type of publishing might be a good fit for you?
- Choose a conference?
- Speak Pig Latin like a pro?
- Do you want to explore psychological profiles for crime writing?
- Want to write about the military or guns in your book and sound like you know what the heck you are talking about? Revolvers DO NOT have a safety, btw. Also, it is a MAGAZINE, not a CLIP. And if we call it a MAGAZINE CLIP, it makes us sound double-stupid.
- Want to know more about author brand?
- How to handle a pen name with social media?
- How to use a pen name and ACTUALLY protect your real identity?
- Internet safety. How do we stay safe in cyberspace?
- How to use Twitter and NOT be a spamming @$$clown?
- More about blogging? Where to start? What to talk about?
- How to deal with haters and trolls without becoming one, too?
- How to balance social media and writing? It can be done. No whining.
- Want to know more about Smashwords? What does it do?
- CreateSpace? How to use it?
- Why it’s a bad idea to let your husband have a remote control helicopter AND access to Post-It Notes?
- Want to learn tips for productivity?
- Learning self-discipline? I was once a lazy sot, so if I can do it, ANYONE CAN.
- Balance family, work and writing without going crazy…ok craziER. Y’all are writers, so you know we all start out crazy. Little disclaimer there.
- Learning social intelligence?
- Having a fabulous social media presence WITHOUT changing your personality (unless you’re a jerk). Shy introverts don’t need a personality transplant. You are awesome. Be YOU.
- How to teach your child Jedi skills by age three?
- How to deal with family/friends who doesn’t get why you want to be a writer and who are kinda jerks to you?
- How to put down boundaries in a world with no borders?
- How to be an expert on ghosts? What exactly IS a K-2 meter and why are all paranormal investigators named “Darryl” and wear a mullet?
These are just some of the topics I could think of. Most I can blog about, but I also am connected to other, more knowledgeable writers who are always happy to lend a hand (as y’all saw with Les Edgerton’s series). I am not ashamed to admit I don’t know stuff (like WTH IS a K-2 meter and why do all these regular people all seem to have them in their kitchen drawers like a flashlight?).
Honestly, if I don’t know about a topic, I will just
abduct recruit another expert who does know…and then promise to free them in exchange for a guest post. I have a creepy panel van AND a very impressive and intimidating NERF battle-ax. So here’s your chance to tell me what you want to talk about. What do you need help with? The floor is yours…
I LOVE hearing from you guys! Now you get to ask me questions AND it counts for the contest. How COOL IS THAT?
To prove it and show my love, for the month of April, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. If you leave a comment, and link back to my blog, and mention my book We Are Not Alone in your blog…you get your name in the hat THREE times. What do you win? The unvarnished truth from yours truly.
I will pick a winner once a month and it will be a critique of the first 20 pages of your novel, or your query letter, or your synopsis (5 pages or less).
And also, winners have a limited time to claim the prize, because what’s happening is there are actually quite a few people who never claim the critique, so I never know if the spam folder ate it or to look for it and then people miss out. I will also give my corporate e-mail to insure we connect and I will only have a week to return the 20 page edit.
At the end of April I will pick a winner for the monthly prize. Good luck!