Before the onslaught of the COVID-19 pandemic, I would have answered this question with a heavy yes. Now, during the COVID-19 era, it’s an “ummmmm YES,” Alexis Rose kind of ‘yes.’ If you watch Schitt’s Creek, you understand the weight of this confirmation.
At first mention of the words “social media” to a client during the planning stages of a PR campaign, 99.9% of the time I get a groan, eye roll, and sometimes an entire head roll. As in, they will throw their head back and roll it full circle around their neck. Long story short, they don’t want to mess with it. It’s time consuming and tedious and they just aren’t interested.
But, let’s circle back to the initial question. Does social media really matter to your publicity plan? The answer is quick and simple. Yes, it is crucial for your publicity plan, especially in the digital age we’re living in. As in, the internet is the #1 way we can come together, while apart, now more than ever.
Here’s why:
It will market both your books and brand if done effectively, because ultimately social media is a networking tool used to build community. If you consistently create, distribute, and engage with relevant content, you’ll see valuable relationships form and your readership will grow exponentially as a result. A great way to do this is through joining and engaging with several of the 10 million active Facebook groups. Check out the following to get you started:
Social media content humanizes marketing messaging. It gives you a platform to share not only your work, but thoughts on other things such as current events or entertainment. It’s a way to showcase that you’re not only an author with a book to sell, but a human being, too. This is huge for audience building because readers want to connect with the person behind the product or story. Share YOUR story. What inspires you, how you write, where you write - the key word here is authenticity.
Quality content encourages engagement, feeding your reading and writing community. Social media offers a direct line of communication between you and your readers, giving them the opportunity ask questions and receive answers from you personally. Being able to respond to your readers and comment on their thoughts will add a lot of value to your relationship with them. A few ways you can do this:
Go live. Partner with another author and have a book discussion on Facebook or Instagram live. Social media users can ask questions in real time, engage with the event one-on-one. This is also a great cross-promotional activity that allows you to connect with another author/organizations following.
Run polls on Instagram and ask your readers questions. What was their favorite part of your last book? Which cover design do they prefer for your forthcoming novel? Helping your audience feel like they are part of the process shows them you value their thoughts, creating brand loyalty.
Engage with your fellow authors on social media. Comment on their posts, feature their books - really hone in on your community of authors and build lasting relationships. This will help you in the long run as you further your writing career.
If you’re looking for an easy hack while taking the social media plunge: Pick one platform. Just one. You don’t necessarily need to be on Facebook, Instagram, Twitter, Pinterest, and all the works. Utilize one that you’re most comfortable with and have fun with it. Ask yourself: Which app do I open most for personal use? If it’s Instagram, use Instagram. If you value your relationships on Facebook, maybe it’s Facebook.
In the long run, social media has the power to build authentic relationships and expand your readership on a global level. Just dive in. It’ll be great!
XX,
H