Posts Tagged social media
We’ve been talking about social media and building a platform the past couple of posts. I know this is a topic that makes most of us break out in hives, especially when you don’t yet have a book for sale. Been there, done that. Got the t-shirt. It’s sort of like credit. You can’t get any credit because you don’t yet have any credit but you don’t yet have any credit because no one will give you credit because you don’t have credit.
My head hurts.
Thus, today is for all levels of authors. Yes, even Jane Newbie who hasn’t yet finished the first book. We are going to talk about the bare essence of branding.
In my book Rise of the Machines—Human Authors in a Digital World I go into a lot more detail about the science behind branding, but today we are going to talk about why our everyday on-line behaviors collect into a larger pool we call “author brand.”
The thing is, humans have always had a “brand.” Brand in its simplest form is what adjectives we attach to another person. Before the digital age and social media this idea of “branding” simply extended into our social realms in places like school or church or clubs. Why? Humans dig labels. It’s how we make our larger world manageable. Thus, people might be tethered to words like “band geek” “jock” “prep” “gossip” “jerk” “soccer mom” etc.
As we grew older our personal brand included our occupation and this was a good way to do business. I was a member of Rotary for seven years. I was friends with “Ken the Stock Broker,” “Mike the Plastic Surgeon,” “Tom the Orthopedic Surgeon” “Debbie the Realtor” “Kim the Physical Therapist” and on and on and on.
Not one of these people needed to drop a flyer in my lap when we met for lunch. I knew who they were and what they did and I relied on their “brand” when I needed their service(s). It was far preferable for me to go to Dan the Dentist (who I knew and liked from Rotary) than it was to go on-line and hope I scored a dentist I liked.
But why did I “like” these people? Did I really need to get a full resume of their experience to at least give them (their services) a try? Not really. “Gene the Money Manager” was a nice family man and I enjoyed his company and that was good enough. He made the “sale” without ever “selling.” It was probably less about what he did and more what he didn’t do, but this is where we start getting into some neuroscience.
The Neurological Shortcut
Our brains are remarkable organs that have the ability to adapt to our environment. Before the invention of the written word, our memory centers were far larger because we had to pass down information orally. In fact, if you took an MRI of an tribesman from some South American tribe, his brain would look and act very different from yours or mine.
Then, with the advent of the written word, our memory centers shrank but we gained even larger areas for abstract thinking. This is around the time we start seeing major explosions in science and engineering.
Now we are in the Digital Age, and we’re bombarded with stimuli. Internet, television, radio, smart phones, pop-ups, etc. etc. We’ve lost our stellar memory centers and our ability to focus for long periods of time and have gained an unprecedented ability to multitask. We process massive amounts of information faster than ever before.
Think about it. We see ads on Facebook all the time. Or do we? Our brains have literally learned to un-see. We cannot manage all the input. So, if we (authors) are eventually going to advertise our books, how do we make our content visible?
Since our brain is much like a computer processor, it must come up with ways to effectively manage all this input in order to maintain efficiency. To do this, it relies on what are called somatic markers.
Somatic markers are neurological shortcuts and are one of the most primitive functions of the brain because they are uniquely tied to survival and procreation. It’s the same shortcut that tells us the stove is hot. We don’t need to sit and ponder the stove. We likely learned when we were very small not to touch.
To give you an idea of how somatic markers work, let’s do a little exercise. Is there a perfume or cologne you can smell and it instantly transports you back in time? Maybe to that first love or even *cringes* that first heartbreak? A song that makes you cry? Perhaps there is a food you once ate that made you sick and even though there is no logical reason you shouldn’t eat it now, the mere thought of eating it makes you queasy.
These are somatic markers. When it comes to branding, somatic markers are king.
The Pepsi Challenge
If you are around my age or older you can remember The Pepsi Challenge. For years, Pepsi had been trying to gain an edge over Coca Cola who had dominated the soda industry for generations. So, they came up with the idea of setting up a table in stores and shopping malls and encouraging people to take a blind taste test.
The results were astonishing.
In a blind taste test, people preferred the taste of Pepsi. Coke was rattled by this and they did the same test and it turned out, people preferred the taste of Pepsi…and this led to brilliant ideas like “New Coke” which was one of the most epic failures in history.
Why did New Coke fail?
Coke had reformulated to make the drink sweeter. In blind taste tests, New Coke was a clear winner. So then why did it tank so badly?
Years later, neuroscientists decided to see if they could demystify what happened in The Pepsi Challenge so they conducted the exact same experiment, only this time they hooked participants up to an fMRI machine so they could witness what areas of the brain lit up.
So, they held the taste test the same way it was conducted in the 70s. A blind taste test and to their astonishment, people preferred the taste of Pepsi. According to the fMRI the ventral putamen, the area of the brain that tells us something tastes yummy lit up like Christmas.
*Some have speculated that when it is only a sip, people will prefer the sweeter drink.*
The scientists then decided to try something a bit different. They did the test again, only this time they told the participants what they were drinking. This time, Coke won. Ah, but something strange happened in the brain. Not only did the ventral putamen light up, but so did the prefrontal cortex, the area of the brain associated with emotion and memory.
See, when it was based on taste alone, Pepsi won. But, when the brands were compared, Coke won. The human brain was in a wrestling match between two very different regions—taste and emotional. Coke had the advantage because of the vast reservoir of fond memories associated with the brand.
Norman Rockwell Americana, cute polar bears, I’d Like to But the World a Coke, every BBQ, summer vacation, rollerskating parties, Friday nights with pizza and on and on all were part of the Coca Cola arsenal. The fond memories (positive somatic markers) associated with the brand literally changed the taste and gave Coca Cola the winning edge.
Every Bit Adds Up
This is why every interaction on social media matters. Right now you might not have a published novel and thus you don’t have 15 hours or more of an emotional memory to link to your name (yet). But you can get on social media and do a little bit every day.
Start building your own Coca Cola experience.
Even authors who are published. Keep the brand strong in between books a little bit every day,
Every time our name floats by on Facebook, Twitter, Instagram, etc. what emotional experience are we tethering it to? There are two types of somatic markers—positive and negative.
Last time I mentioned that it was possible to have a belief system without giving everyone else indigestion. I have people on Facebook who I actually agree with politically and I have had to unfriend because I don’t feel like being hysterical all the time. If I wanted doom and gloom and panic attacks I would watch the news. I don’t like feeling hopeless and powerless. I don’t enjoy being attacked.
This holds true for how we act in person. Would we want to hang out with someone who just ranted and raged and complained all the time? Who called other people names and became belligerent when anyone dared to disagree? And I am not suggesting anything that wouldn’t be prudent in a regular workplace. Social media is simply an extension of the social realm. There is no “magic” to it other than be kind and treat others the way we’d like to be treated. Somatic markers are what make us “likable” in person or “on-line.”
Somatic markers also have the power to give us an edge when it comes to sales.
We see ads all over. More than ever before in human history. But when we have a positive experience, we notice the ad. For instance, I never realized there were so many red Hondas until I bought one. Now, I don’t believe the overall sale of red Hondas changed any, but I noticed them because I had one.
If we see an ad for a book, we may or may not notice. But what about an ad for a book written by someone we know? Someone perhaps we talked to and liked? The ad practically leaps from the page. We might even buy it because we SAW her ad and OMG! I know her!
Ads alone have very little power to compel a purchase. But, couple them with a brand, and the odds greatly improve. We can use some simple understanding of how the human brain works to better guide us in what we should (or should not) post on-line.
Remember last time we talked about kitten memes. Don’t underestimate them. Think about it. If every time my name floats by on Facebook it is attached to something that makes you SMILE, that has an impact. We might not be aware of it, but our brain is attaching somatic markers to a name.
When I see X, it is a good thing.
When I see X, I want to punch things and I feel sick.
At the end of the day, this is a long way to say that brands are simply what we learned in Kindergarten. Every interaction matters and it all adds up. With some planning, discipline and intent, we can better guide what it adds up to ;) . We will talk more about simple ways to start building a brand. This can be an enjoyable experience.
What are your thoughts? Do you have a perfume you used to love, but then someone you despised wore it and you no longer could stand the smell? Have you had a bad experience with a food and to this day can’t eat it? Do you think of summer vacation whenever you smell Coppertone, too?
I LOVE hearing from you!
To prove it and show my love, for the month of OCTOBER, 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.
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.
building an author brand, how to build an author platform, Kristen Lamb, Pepsi Challenge, Rise of the Machines Human Authors in a Digital World, selling books on-line, social media, somatic markers and branding
Last time we talked a little about our author brand and why, these days, our brand is almost as important as the books we write. It is an awesome time to be a writer, but also a scary one. Why can’t it be like the good old days when all we had to do was write the book?
Because that world no longer exists and, frankly, it wasn’t all that great to begin with.
Granted, in the pre-digital publishing world we authors didn’t need to tweet or blog or be on-line, but it was also a world with a 93% failure rate. According to the Book Expo of America, as late as 2006, 93% of all books (traditionally and non-traditionally published) sold less than a 1000 copies. Only one out of ten traditionally published authors would ever see a second book in print.
These days, anyone can be published. This is good and bad and we can talk about that another time. But with more titles than ever before and bookstores becoming an endangered species? Our brand is our lifeline. Whether we decide to self-publish or traditionally publish is a business decision only we can make, but we still must have a viable author brand if we hope to sell books.
So What is a Brand?
There are all kinds of answers to this question, but my answer is the correct one :D .
A brand is when a name alone has the power to drive sales.
In an age where we are deluged with choices, consumers are relying more and more on brands. We rely on a brand because the NAME comes tethered to a promise. There are 753 brands of cereal, but we trust
Cookie Crunch…okay, Cheerios.
Author brands aren’t as impersonal as selling cereal, but the idea is similar. In a sea of infinite choices, who do we trust to provide an enjoyable experience?
Brands take time to create, but my way is fun. As I mentioned last time, I have ZERO interest in turning any of you into mega-marketers. I know you didn’t take up writing about spaceships or unicorns or unicorns on spaceships just to hold you until you could land that dream job selling life insurance.
Today I am going to let you into how I teach branding. I’ve never blogged about this before namely because while it isn’t complicated, it IS complex. I go into far greater detail in my book Rise of the Machines—Human Authors in a Digital World.
In the book I also show you step-by-step how to create your own unique brand. Not meaning to hawk a book, but I can’t have this blog be 20,000 words so if you desire more “meat” than what is in this blog, y’all know where you can find it ;) .
How an Author Brand WORKS
In the “olden days” before Instagram and Twitter and YouTube, the only way a novelist could build a brand was through his/her books. Think about it. Why did we (fans) love these authors? Because we felt we were part of the worlds they created.
Dean Koontz, Anne Rice, Stephen King, Tony Hillerman, David Eddings, etc. were all a part of my teenage world. They brought me love, pain, fear, resolution through their characters and stories. By getting to know the author’s characters I felt I knew the author and became emotionally bonded TO that author through story.
If you need a refresher on how that works, go re-watch Misery.
Come on! Admit it. There are some authors you would really creep out of they met you ;) .
*Drives car over Kardashians because OMG!!!! DEAN KOONTZ!*
When I decided to be the social media expert for writers, I spent over two years studying successful brands. All types. What made a brand iconic? I studied movies, fashion, soda, cars, authors, and pop phenoms.
I also studied the neuroscience behind branding. What made content go viral? Was there something about content that the human brain reacted to positively or negatively? Was all content equal? (NO) Was some content actually damaging? (YES) Is some content WAY better? (YES). I became a student of human behavior and created a step-by-step plan for writers to recreate that magic.
But for the purposes of today’s blog…
Like successful fiction, a successful brand must be HIGH CONCEPT. High concept is RIGHT-BRAINED. It is visceral and emotional.
Authors are in the business of selling feelings. It’s what we do with stories. We sell love, action, adventure, community, and happy endings.
Virtually all successful stories on the page and on the screen have harnessed what is called “high concept.” The reason Titanic was one of the most successful movies of all time is because it was “high concept”. It wasn’t a story about a doomed ship, it was a story about LOVE.
And we hear this term “high concept” in writing class, but what the heck is it?
High Concept has THREE Components:
Gives the Audience Something to Contribute or to Take Away
If virtually every successful story/movie is high concept, doesn’t it make sense that our brands should be high concept, too? We don’t write novels with titles like:
The Virtuous Semicolon
The Sentence that Kept Running
That Amazon Prime Harlot
The Dangling Participle *RAWR*
If we write books about love, why are we trying to connect with “readers” by lecturing them about punctuation?
Writers have the power to create interstellar dynasties and invent entirely new species. With various combinations of 26 letters, writers can travel in time, rewrite history or wipe out a
planet, a solar system a universe. But, the second they start a blog? Tweet? Get on Facebook?
All they can talk about is writing.
Why does all this talk of “writing” fizzle? Because “writing” is not high concept.
Trust me, readers do not give a crap about three-act structure unless we screw it up. Readers don’t care about Amazon vs. Smashwords, why we love the Oxford Comma, or how to write deep POV.
Does this mean we can’t blog about writing at all? NO. There is a difference between writing a blog about writing and creating a writing blog.
Even though I teach writing, this is not a writing blog. This is Kristen Lamb’s blog. Yes, I blog about writing and social media, but I have also blogged about zombies, my addiction to Febreze, being ADD, why I hate skinny jeans, and how to deal with bullies. And, frankly, those were the posts that went viral.
Blogging only about writing will wear you out. And the real bummer?
Articles, interviews, and reviews are all informational. This is LEFT-BRAINED content. If all we are posting is left-brained content, we have a left-brained brand. Thus I posit this:
Why are you trying to sell a right-brained product with a left-brained brand?
Writers cannot fathom why a funny kitten meme gets 50 likes, 6 shares and 17 comments, but then a post about their upcoming release gets crickets.
Which topic is high concept (right-brained)?
Is a kitten universal? Yes! People in Japan actually pay money to pet adorable cats. Are kittens emotional? Yes! If you don’t smile looking at this little guy, you likely have no soul…
Does a funny kitten meme allow others to contribute or to take something away? Yes! Odds are, you will get all kinds of comments with people sharing about their pets. Oh, Fluffernutter used to do the same thing!
Does a cute kitten meme offer something to take away? Yes. It brightened our day, so we pass it on.
Now, if I post about a new book I have coming out, is that universal? No. Is it emotional for anyone but me and my mother? Not so much. Does it offer you anything to contribute or take away? Eh, not really.
And before anyone blasts me that sharing cute kittens isn’t “real” branding activity, we need to remember that we are no longer in a world of traditional media. Yes, we need to mention that book for sale, but if it is all we talk about? It turns people off. It is also making our brand reliant on content few people will share.
Hey, my new book “Sexy in Sneakers” is now available! PLEASE SHARE.
Yep, right on that. Not.
But, if most of the time we post fun stuff others enjoy, when we DO post about a book, others are more open to doing us a solid.
Remember, when it comes to social media, content that goes only ONE direction is already dead.
If I share something in a blog on Twitter or Facebook and no one else shares? My reach is limited to the people who are following me. Social media has the best impact when content goes VIRAL. This means lots and lots of other people want to share my content.
Guess what the most likely content to go viral is?
High concept ;).
See, you guys are smart!
This is why my kitten friend above has almost a million views.
We can talk about having a new book out just like we can feel free to blog about three-act structure. But, since these topics are NOT high concept, they will never ever go viral.
We can post this kind of stuff, we just know not to camp on it.
Remember, name recognition alone is meaningless. A name only truly holds power once we tether it to an emotional experience. Which means…
Welcome to High Concept Branding
The key to creating a strong author brand is to understand what we are trying to create. We are creating a positive emotional experience and then tying that experience to OUR NAME.
Do this enough and eventually our name alone will have the power to drive sales. Btw, that is called an author brand ;) .
If we are able to produce content that 1) resonates with a wide audience 2) creates a positive emotional experience 3) by nature engenders sharing behaviors, we can do a lot more with a lot less. This also elucidates why ranting, name-calling, hyper-politicization, and spam are all behaviors that can and will tank a brand.
We will talk on this more later, but I will say that it is possible to have political, religious and social beliefs without giving everyone who sees our name indigestion. Remember we want to create a positive emotional experience. This is what ALL successful brands do. Apple, Coca Cola, Corvette, Levis, Harley Davidson, Hershey’s and on and on and on. ALL good brands capitalize on emotion. ALL strong brands use high concept.
Soap companies don’t have a thirty-second commercial about the merits of good hygiene, they show a woman moaning in the shower and having an “organic” experience. Thus, if every single successful brand is relying on the holy trinity of high concept, why are authors still spamming about their books and then confused why badgering strangers for money doesn’t work?
One Last Thing
Aside from possibly going viral, brands built on emotional connection have one major advantage—LONGEVITY. Since our brand is based on relationships and not algorithms, it is far more resistant to change. Facebook can go away and twitter can flitter and your brand will be just fine. I had Shingles and was down for MONTHS. The reason I still had a strong brand when I returned? I built it on people.
I hope this has made you feel less intimidated about creating your own author brand. We writers tend to overcomplicate stuff. A platform isn’t built overnight, but it also isn’t terribly hard. And yes, platforms built on simply sharing funny cat pics are stronger than you might have realized.
What are your thoughts? Do you now see this high concept pattern in your own behavior? The stuff you enjoy sharing? The content that gets the most interaction from others? Did the clouds part and angels sing now that you know why that dog-shaming meme scored WAY more likes than your thoughtfully crafted book review?
I LOVE hearing from you!
To prove it and show my love, for the month of SEPTEMBER, 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.
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 branding, building an author platform, high concept blogging, high concept branding, how to create a brand, how to create an author blog, how to create an author brand, Kristen Lamb, Kristen Lamb Rise of the Machines, 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.
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