Posts Tagged ‘marketing’

Author Sites: Content

June 12, 2017

Last week, I began a long post about author websites.  This all stems from my investigations into creating my own author website, and focuses on the real meat of the developer website: content.  If you’re interested in the visual aspect of an author website, please click here to review my previous post.

Odds are, if you’re following me on Twitter, you’re a fellow writer.  You’ve read through my rants and raves about writing, about sharing my writing in public, and about my efforts to drum up interest for, publish, and market my books.  You’ve probably scoffed at the bare bones nature of my blog, and wondered why I don’t include photos, artwork, or even buttons.  These are all baby steps; they will come, but let’s first point to the first thing an author website should do. If you said “sell my books,” then please take your seat at the back of the class.  In my last blog, I mentioned that most people don’t like to be marketed to (or sold to).  Yes, you create a website with “sell my books” as one desired outcome, but the first thing that the author site should do is introduce your writing to your potential reader.  By extension, you’re also introducing yourself, but the writing is the thing (with apologies to Hamlet)!  There’s a subtle difference between marketing to an audience and informing an audience.  This may sound like talking from both sides of my mouth, but both can be accomplished through a simple advertisement; the only difference is the content of that advertisement.

Yes, up and coming works are a focal point for many websites, but providing an “Order Now” page at the front and center of your website only works if you have hundreds of thousands of adoring fans and you know that you’ll sell out your first edition — maybe even on pre-order.  If you look at Dean Koontz’s site, for instance, you see that he is advertising The Silent Corner.  However, when you click the “Learn More” button, you see two things — one, a brief (and far too marketing-speak) introduction to the book, and two, a brief synopsis.  It isn’t until you get below the fold where you find “Advance Praise for The Silent Corner,” as well as where you can pre-order his book.  Yes, the marketing is there, as are the “sales” links, but Mr. Koontz does not treat his website like the ear piercing booth at your local mall.  No, he saves the sale for somewhere else.

Last week, I promised some opinions on what CONTENT should be included in the typical author’s website.  I’d discussed a little about this when I discussed individual book pages, so please refer back to that for a bit more detail.  However, here are eight (or, would you believe, thirteen) more things that you should consider when you are creating content for your author website.

1) BOOKS – As mentioned before, the books are the things that are really drawing people to your site, and they are also the items that you should be discussing the most.  There are layers to what you can provide on your author website.  Some of the content that I envision for my own book page include:

a) A Brief Synopsis – No, I’m not going to give away the plot twist in the third act, but I will provide something a little more substantial than what I would put on the back of a book jacket. This might include more detail about the plot itself, or more information about the principal characters.

b) Character lists – who are the people in your novel? Who do people need to remember? If you’re a part of a book club, or a lit teacher, you know that people are doing this already as a means of understanding and staying connected with the book.  However, it does help to do a little of the work for them.   I haven’t done character lists of other writers’ books before, except for when I needed to do them for coursework.  That being said, imagine somebody who comes back to a book somewhat infrequently, to the point that they have to remind themselves every time about that Daenarys and Jon Snow don’t really know each other, or have trouble identifying the various other characters that may have some familial relationship to each other.

c) Maps – Another item that comes to mind is a map. I’ve already seen enough maps of Westeros to know that they’re out there, but what about the map of the Harry Potter world? What about a map that identifies the various locations of District Six and where they come from, as opposed to the characters of District Two?

d) Glossaries – If you’re into high fantasy or science fiction, there may also need to be a glossary. Particularly if you’re dealing with technical real-world stuff (or even technical, fictitious stuff, people aren’t going to necessarily know the difference between a jump drive and an FTL drive, even if they’re the same thing in your universe. They might know that a Halfling is approximately half the size of something, but what is it half the size of – are the “humans” in your world really like the humans that you would see in Times Square?  Your universe has its own rules, and it may be difficult for people to remember those rules and how they may be any different from Tolkien’s or Alastair Reynolds’ or Burroughs’ Barsoom.  I sometimes need them for real-world books, even when the only thing I’m trying to figure out is what the difference is between a vicar and a priest.  If you’re prone to reading American books, you better be well prepared for understanding that a fanny is a polite word for somebody’s bottom, and that rooting for something is not vulgar in the slightest (and probably not what you Aussies think it means).   Sometimes, this comes down to very common words or tropisms.  Wizard, witch, and warlock — what does that mean to you?  In some of the fantasy books of my childhood, a warlock was simply a male witch.  In Rowling, a male witch is a wizard.

e) Backgrounds – As for other odds and ends about the book itself, remember that people will be approaching your book for all different purposes. If you’ve written a historical fiction / period piece, you might need some collateral to explain to the modern reader why Thermopylae was an important battle in Greek history, or where the ancient Troas (Troy) was in relation to Crete.  You might need to explain the importance of neck rings in Dinka culture, or why some parts of China would engage in foot-binding.

There may be many other items that relate to an individual book that you’d like to put on your author website.  As mentioned, I’ve discussed a few here.  However, there are many other items that may not directly relate to your books, but rather to you as an author.

2) News – There are several ways of putting out news on websites. Having no headlines to drum up myself, I tend to append my news to the end of these blog posts.  If I had news of more substance, I would have a separate place for all of it.  If you’re generating a lot of news-worthy items (and I mean a lot), you might think about a monthly or bi-monthly newsletter.  I wouldn’t recommend much more than 26 per year (and even that may be a lot).  As much as fanboys might love a given author, even the New York Times Bestsellers don’t have that much news in a given week.  Even if you are the type of author that generates a lot of news, it may be worthwhile to put out the news as it happens.  If you’re releasing a new short story on Smashwords, why wait two weeks until your next newsletter?

3) Blog – Well, of course I would point to this.  After all, you’re reading my blog.  However, a blog is a useful, less formal means of keeping in touch with your readers, your friends, and other writers.  I try to blog about twice per week, but I wouldn’t blog nearly as much if I knew that I was under deadline for some great opportunity.  A few of the authors that I’ve examined over time put out a blog 1 to 2 times per month, but many of those authors are also of the sort where writing is their full-time profession, and they hardly need to build their audience.

4) Reviews – This can go both ways.  It is useful to put up reviews of your own books, particularly if they’re thorough.  It may also be useful to put up reviews of books that you’ve enjoyed.  At the same time, if reviews are too detailed, they might give away too much information, and you don’t want to be on record as absolutely slamming another author – no matter how much you think they might deserve it.

5) Appearances – Are you the errant author?  Will you be in Seattle one weekend and San Diego the next?  Are you doing book signings at your neighborhood bookseller, or having a reading at your local library?  If the answer is yes to any of these questions, you will want to share this with your audience.  If you’re the type of writer that is speaking at a charity function, add that, too, even if it has nothing to do with your books. If you have a following, they will want to see you in the flesh, and they will be wondering why your Awesome Book: Volume IV remains in the development stage.  (By the way, I’d laugh so hard I’d cry if I saw Awesome Book: Volume III on a book rack!)

6) FAQs – There’s a reason why you’ll see FAQs on numerous websites.  If there are stock questions that you always get asked, you might want to address them all at once on your website.  At the same time, you need to be careful.  Not all questions deserved to be answered, and some of them fall into the realm of personally identifiable information (PII) or “password questions.”  Sorry, nobody needs to know your mother’s maiden name, unless you’re Melanie Griffith (her mother is Tippi Hedren of The Birds).  If you’re Melanie Griffith, you might want to share your pedigree with the World.

7) Bio – As much as that website might say AntonioSaavedra.com or AngelinavanHeusen.com, the website is not about you, it’s about your writing.  That doesn’t mean that you can’t have a little something about you in store for the reader.  Many of the top authors that I’ve researched have little bios.  These bios are much like what you’d see on the back of a book, but some get into a bit more depth, discussing former professors, other occupations held, inspirations for writing, and other life details.  My own bio is very sparse, which is probably just a force of habit.  It isn’t as if you’re not getting enough about me through this blog!

8) Contact Information – Keep this brief, and don’t give away the whole enchilada.  I have some thoughts about why you might not want to share much, but there are a few items that you might want to share: Twitter, Snapchat, and Instagram accounts are useful, as they are not nearly as personal as Facebook.  If you have a P.O. Box for fan mail and the like, this is also useful.  I wouldn’t provide a street address, for obvious reasons.  If you’re from a small town (like Jenner, CA), you might not even want to use a P.O. Box at your closest post office.  Instead, as is the case with Jenner, you might want to have a P.O. Box in Bodega Bay or Guerneville – they are not exactly the big city, but they’re both ten miles further away from where you sleep at night.  If you have a little bit more time, then creating email forms can be useful.  These allow people to quickly and conveniently contact you, but do not give away your email address.

Thanks for tagging along for this whopper of a post. Expect another post later this week, but I can’t promise the timing!

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Is there anything that I missed? Please feel free to add it in the comments below.

Photo Attribution: Unsplash on Pexels. Creative Common 0 License

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Putting Together a Web Page / Blog Post for Your Book

June 5, 2017

Over the past several years, and particularly the past several months, I’ve shared my writing journey and my thoughts on writing, with you.  Over this time, I’ve discussed a little but about my process, my search for publication, and my various misadventures.  Today, I wanted to share something about other processes.  As you have no doubt seen from this blog, I’ve been working on this blog as a means of building a community and “marketing” myself.  I hate that word, marketing… even though that’s part of what I investigate for my daytime job.  Of course, there are benefits to marketing, if you approach it from the right way.  If you don’t “market” yourself, then nobody will know about who you are, how great you are, and the stories that you have to tell.

One of the easiest ways to share something about yourself today is via a website. The only thing you’ve seen from my website so far is my blog. That’s because I have one major thing holding me back from putting together a fuller site: visuals. I’m working on that, but I spend a lot of time researching websites through my primary employment, so I have a pretty good idea of what I need to do in order to get a successful website in place.  I was thinking about sharing some of that with you, but I decided that I should start a little smaller.  What do I need to do in order to successfully put together a blog post or a web page that specifically markets my book?  For this, I thought I’d share a process that David, my colleague, has shared with me and with our many clients.

My employer frequently shares what it would take to sell development tools to clients, so this isn’t exactly what we explain to clients (and we usually show an idea rather than tell it), but there’s a lot of crossover here.

Before we start, let’s take an example. Michael Wallace’s Quill Gordon Mysteries, because he is already doing a lot right when he introduces “The McHenry Inheritance.

Introduction

The first thing you want to do is introduce your book.  He does this with a slugline “It’s scary, and so wrong,” and then goes into the content that you’d find on the back cover.  This introduces the stakes and a few of the main characters. Mr. Wallace gives about two paragraphs of content, mostly summarizing the content of the book.  What he’s given is good.  The only thing that I might change is spending a bit more time toward the end taking a more distant view of the book.  “This is a mystery in the vein of [comparable author].” or “The McHenry Inheritance takes you on a ride through the sordid underbelly of Harperville, wherein everybody has reason to be suspicious of outsiders.”  This isn’t the best means of pulling away from the stakes, but it does leave a little more to the imagination.

If this is your only book, then it might be useful to share a little bit about you, but this is probably better left fro a dedicated “About the Author” page.  You’ll have plenty of places to share who you are, anyway.

Short Reviews

Okay, so you’re probably low on reviews if you’ve just recently released your book.  There’s ways around this.  You can ask your beta readers for some kind words (but, by all means, don’t give away their identities unless they want you to do so!).   You can wait for some positive reviews on Amazon, and then ask for permission for those.  Mr. Wallace has a review off in the corner.  It is a solid review, but he only needs a sentence or two from that review to let visitors know that his book is a worthwhile read.

If you have a positive review in your local paper, this is the ideal place to put it.  Not everybody will garner this attention in their early career, so if you have something here, might as well put it to good use.

Book Trailer

In an earlier post, I referred back to Mr. Wallace’s book trailer.  I think his trailer works on many levels.  It tells a little bit about Mr. Wallace himself, adding some credibility in the process; it talks about his process; it talks about the book itself; and, perhaps most importantly, it tells readers where they can pick up his book.

I think there’s a few nice balances Mr. Wallace makes here.  He keeps it simple, while still providing a glimpse at the setting.  He’s made a professional video, hiring professional videographers and video editors to make the short piece — I’m not saying you should go for pros every time, but he’s done so to good effect. Finally, he’s used original content.

This last little part, about original content, isn’t necessary — there’s plenty of content in the public domain that will work nicely — but it is important to show that he is the genuine article.  I’ve been gathering ideas for my own book trailer, and one thing that I’ve noticed from other production-quality book trailers is that they’re borrowing from movies (either stills or even short, live action sequences) that are not in the public domain.  This is very risky, as there are items that are covered by “fair use,” but taking an image of Sean Connery from Highlander may show the reader something about your book, but it also is something that others can recognize comes from somewhere else.

Passages

You don’t want to give away too much about your writing content, but it helps to give away something, so people can know what they’re getting into. If you’re nervous about this, you can always provide copyright notice.  Considering how much space these passages might take up, it wouldn’t hurt to hide them via a “spoiler” option if you have it in your given website.  It’s fairly common for BBscript, if that’s available.

If you have visual media, this is also a good place to show some artwork or whatever other pictures or charts you might have on hand.  If you’re going for the George R.R. Martin type of saga, a family tree is always helpful (provided it doesn’t give away too much about your book).

Links

In my daytime job, I’d recommend this if you have technical resources that help people see what your product can do, and how to do it.  With writing, it’s a little different. You could link to relevant items about your book within your site.  If you have full reviews, this is a great place to put them, as well.  Anything that is germane to your book can fit here.  If you’re writing a period piece about ancient Hippo (Annaba, Algeria), then perhaps a link to the Confessions of St. Augustine of Hippo would be relevant, or perhaps there’s a book, site, or society that is dedicated to ancient Hippo.

For Mike Wallace’s book, this might be something about his notes for his fictitious mountain town and some of the landmarks, such as Harry’s Tavern.  He might also provide some of the history of the quill gordon lure in fly fishing, or some other angling sites.  He has some media coverage that would fit in well here, such as this spotlight from our local Santa Cruz Sentinel.

This would also be a good place to provide links to your book in online booksellers. If you’re looking at American booksellers, Amazon has to be on there.  B&N, Lulu, and others are all important, but nothing does as much volume as Amazon.  There’s an important item to consider here: as much as you might want to feature where to find your book in bookstores, it really needs to be embedded in the rest of your post.  We, as readers, know why we’re looking for books, so it doesn’t do you any good to be pushy in getting people to buy your book.  By passing along your purchase information as just that, information, rather than overt marketing, you’ll attract more people who are on the fence.

Finally, if you haven’t attached links or widgets to your social media, then this should be at the bottom of your post.  It’s not critical to a blog / webpage dedicated to your book, but it is yet another way that you can connect with your audience.

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I haven’t been able to apply the above to my own site.  As mentioned, I’m still missing visual media, including a book trailer and any sort of cover or collateral pictures, but these are items that I’ve been considering, and items that I must take into account as I put this information together.

As if I haven’t stressed this enough earlier, the blog post or website is a means of introducing others to your book and introducing yourself to your audience.  Thus, while I do make mention of telling people where they can find your book in the usual bookstores, I didn’t mention anything about telling readers to “buy it now.”  If you use those three words, you must be very subtle, as using that phrase as a command is bound to turn others off.

A big thanks to David for the idea.

Is there anything I missed? Please feel free to add them in the comments below.

Photo Attribution: Unsplash on Pexels. Creative Common 0 License

Thoughts from an Unrelated Conference

March 31, 2017

I recently cited a Herman Wouk quotation that states that “a rule sometimes broken is better than no rule.” It has been a while since I’ve written new content, and the last time I worked on my current work-in-progress was Saturday, in which I spent time polishing a short section for reading at the Community Writers of Santa Cruz gathering.  A great deal has happened in the interim, but little of it is writing related.  My employers hosted a two-day conference, in which we had speakers from all over the high-tech landscape come and speak to other professionals.

One of the first speakers of the conference was a celebrity who crosses many fields.  Guy Kawasaki, a one-time colleague of Steve Jobs’, has spoken at conferences around the world, and on topics such as marketing to technical audiences, general marketing, and community management.  The general overview of his talk on Monday was evangelism, an activity he does for Canva, a company that provides free graphic design tools.  He generally speaks about the software development field, but many of the topics for discussion were general enough that they don’t need context.  It is very likely that I will mine these for content for future blogs, but also look to these to address my future endeavors as a writer.

I’ve mentioned another writer, Janice Mock, in my blog before.  Janice is a memoirist, whose debut memoir, Not All Bad Comes to Harm You, is currently available.  She has also harped upon Kawasaki’s book, Author, Publisher, Entrepreneur (APE): How to Publish a Book.  I haven’t read the book myself, but I have heard good things about it.  I have also seen a caveat, which is something that appeared in various forms after his talk at the conference.  It’s easy to get published when you’re Michelle Obama, Dwayne the Rock Johnson, or Guy Kawasaki.  During his talk, Kawasaki claimed that he’s getting 1,200 new Twitter followers per day.  It takes me a few weeks just to get that many Twitter impressions.  While there are probably a great deal of factoids that are useful in APE, it is important to understand that Kawasaki has a résumé that makes things happen on its own.

Not to take anything away from the man.  His presentation was great!  I also learned something very important through his presentation.  Along with Susie Wee, one of the CTOs for Cisco, Mr. Kawasaki introduced me to a concept that I hadn’t seriously considered before, using live video as a way of communicating with my audience.  Kawasaki and Wee used Facebook Live to live-cast their talks. In the time since their Monday talks, Kawasaki has had 7,700+ views.  Wee has just 39 views, but I have to think that she’s providing this somewhere else; Cisco is a major player in the tech world, and her presentation was simply outstanding.  I make a guest appearance in Wee’s video as a mortician who has ingested embalming fluid, so maybe that’s scaring people away.  My cousin’s husband, Steve, had already used the Facebook Live function to share his thoughts on life, but I didn’t think that such a medium would be particularly effective.  After all, it takes a second or two to get the gist of most Facebook wall posts, but a Facebook Live event might take five minutes or more for someone to extract all of its gems.  However, Steve got a lot of views.  As I sat in on Kawasaki’s and Wee’s respective presentations, I realized that what Steve had done could work for me, too.

On Tuesday, after I got home from the conference, I recorded my first Facebook Live session.  It had its moments, but was plagued with all of the problems with doing something live without any real testing.  After three attempts in which I actually went live, and numerous prior struggles with audio and video, I finally was frustrated enough to just go through with it.  There were small issues, as I was trying to flip through three pages of 8-1/2 by 11” document while reading from what I’d presented at Saturday’s Community Writers meeting.  I finally placed the three pages on a clipboard next to my camera.  It was my attempt to approximate eye contact with the camera – in essence, a kludge teleprompter without the “tele.”  This worked a bit better, as I was able to read through my work with just two brief transitions.  If you’ve seen the Facebook Live run, either live or recorded on my Facebook page, your teeth are likely grinding at the very thought of those transitions.  Surely, there is an alternative, but I will have to work this alternative out as I continue experimenting with this medium.

Tools for Live Recording

The Internet is the great equalizer when it comes to producing recorded content.  There are tools that make it easy enough to do.  Speaking as someone who came into it with no prior experience, I know that tools such as Windows Movie Maker and Camtasia can allow you to pre-record webinars with little more than a vision and a little intuition.  They are not necessarily professional quality, and will not be confused for something put out by teams that are dedicated to such tasks, but the bare bones are indeed possible, if not easy.  If you’re going for something that’s raw and grassroots, Facebook Live can instantly get you from ideation to a live broadcast. One of the major takeaways from Guy’s talk was the growing set of third-party tools that are already there to support you in your FB Live broadcasts.  There were three resources that he identified:

Telestream WireCast – This is a production studio toolkit.  It allows you to use multiple cameras and mics for Facebook Live, to capture live content, and to provide modern editing and layering to Facebook Live broadcasts. Telestream offers limited time trial versions, but the software itself runs around $500 for the base level.

Be.Live – This is more of a community for live creators, rather than a tool or integration itself.  This community is full of information.  One such post explains how you can download your live streams from Facebook.  This also sells “.live” domains for live content creators.  I’m not sure where the integration occurs here.

BlueJeans – teleconferencing technology that has integrated with Facebook Live.  From the website, it appears that most of this is done for enterprise teleconferencing, but I’m sure that you can stretch it to include live Q&A sessions with your fans, if you have the imagination.  There is a free trial of BlueJeans, but the full package is a subscription service.  With some exceptions, such as a 50% deal in March, the price is about $20 per month for up to 50 attendees at once.

Content is King

Later in the day, I watched my colleague, David I, illustrate examples of a developer portal that really doesn’t work.  He had some great points that make a lot of sense to all of us in the blogosphere.

The key point that resonated the most with me is that you may be trying to sell something, but the key reason why you should be producing content on your blog or site is to give something to your audience.  It doesn’t matter if that something is advice, information, or just you telling your story.  If you’re hocking something right off of the bat, you’re going to turn people away.

Another key point that I’d like to bring up is the volume of content, and the completeness of vision for your site.  If you’re reading this, you know that I have a blog.  I also have a Facebook author page that hasn’t gone live yet.  A large part of the reason why it hasn’t gone live is that it is still devoid of content and visual appeal.  With my blog, I have been focusing on delivering content, and do so because my only experience with blogs has been experience with text.  I have been exploring ways of expanding this to a full site.  For the time being, this is a blog, and the written content is king.  One of these days, when somebody picks up my blog, they will have a backlog of my thoughts, and will hopefully be able to trace my evolution as a blogger and as an author.  Right now, my Facebook author page has none of that.  For this and other reasons, I have not gone live with that page, and I may need to wait for some time before you, my friends, will see it.

If you haven’t heard about David I., then you’re missing out.  The man is a great presenter, and great storyteller.  He shares from his backlog of more than 45 years in the software development field, and his experience picking up an array of programming languages.  However, his reminiscing of days of compilers past is not what makes him so engaging as a presenter.  He has adopted numerous philosophies of presentation skills from presenter Jerry Weissman, and one of them is particularly helpful for those of us who want to use video as a medium for blogging and sharing content: ERA, earned run average.  Oops, nope. ERA…

Eye Contact – keep your eye on your audience, whether that is a camera or a live event.  If a live event, maintain eye contact with numerous people in succession.  A presentation is just a conversation with many people.

Reach Out – be welcoming, draw people in.  If you physically reach out (think with open arms), it’s like shaking hands.  There’s a visceral response to shaking hands, and it harkens back to centuries past, where you knew that if you were shaking hands, you weren’t carrying a weapon in that hand.  As most people are right handed, you’re proving that you’re at least vulnerable enough to not have anything in your dominant hand.

Animate – don’t just stand there, you corpse!  Lurch, the butler on the Addams Family, would stand there looking like the scenery, but most people are animated when they engage with others.  Use your hands.  Walk the stage.  If you’re only a close-up on a screen, laugh and smile, or gesticulate in some manner.

Closing Thoughts

After all that has happened this week, and my relative level of exhaustion, I didn’t think that this blog post would be as long as it is.  I’ll leave you with a few things:

  • If you’re trying to draw interest to your cause, try Facebook Live. It couldn’t hurt.  In fact, as of this posting, I have 165 views, and drew nine unique visitors to my blog in just under 40 minutes.  That’s not too bad.
  • Consider low cost or free production tools. Fiddle around with free tooling, and see what works for you. Some are fairly intuitive; even if they aren’t, you might learn something!
  • If you want to feel natural on the camera, you might not necessarily be able to animate, but try keeping eye contact with the camera as much as possible, and establish an open posture. If you look uncomfortable on the camera, then it won’t be any fun for your viewers.

Photo Credit: Cozendo on Pixabay.  CCO License.

If any of the above interested you, please check out the following:

Janice Mock
Guy Kawasaki
APE: Author, Publisher, Entrepreneur
Susie Wee
David I

Social Media: Which Ones Work for Me?

March 6, 2017

Over the past several weeks, I’ve been more resolute in my determination to add to my blog.  This isn’t a coincidence.  In that same time frame, I received word that I needed to expand my platform in order to be more attractive to a publisher.  With that in mind, I’ve been working on new content for the blog, exploring ways to make this blog more attractive to my friends, colleagues, and strangers.  Of course, as I am doing this, I have also started evaluating the vehicles that drive readers to my blog: social media sites.  In this next session, I’ll take a look at the major social media sites that I’ve used to generate traffic for my blog, and how they’ve done.

Facebook – In case you’ve been under a rock for the past ten years, you know that there are hundreds of millions of people on Facebook.  The last time I checked, this figure was more than 1.8 billion.  To put it in perspective, there are somewhere in the realm of 7.5 billion people in the World.  Take out the 1.4 billion in China (because Facebook is currently banned in China).  That means, there is a Facebook account for 1 in every 3 to 4 people in the World who could easily obtain a Facebook account. These penetration rates are probably even higher when you consider just how are of age to have their own Facebook account (of course, you would also have to take into account the people who have multiple accounts… CHEATERS).  Let’s assume everybody’s playing by the rules, that the Harvey Dents of the World don’t have a new account for each of their personalities, and that the little Stewie Griffins aren’t pretending they’re 16.  Thus, per the World Bank ~74% of people are over 14, so it’s probably no more than 5 billion outside of China who are over 13 and over).  In essence, penetration rates are creeping ever so slightly toward half of the population.  So, what does this mean?

This means, as you might expect, that Facebook is a pretty powerful marketing tool; in fact, most of the traffic that runs through my blog comes from Facebook.  In a totally unscientific observation of this over time, I’d venture to say that over 90% of my views come from links generated via Facebook.  In circumstances where I’m not posting the links to my own blog, I actually see greater volumes of traffic come to my blog.  In other words, when other people link to me through Facebook, and I let them do it for me, my numbers are better than I could ever get on my own.  I guess I ticked off the wrong people far too often on Facebook (maybe I shouldn’t have been so critical of Kobe).

Facebook generates more traffic, but most of this traffic is silent. I have seen a few comments come through, and mostly likes on the Facebook end.  I can thank my former coworkers for that (and hope their Pokemon Go harvesting continues to go well).  This traffic is entirely from the US and Canada.  This makes sense, given that I am unaware of any Facebook friends that reside outside of North America or below the Rio Grande.

Because Facebook is so ingrained in how I market myself and how I reach out to people, I think that this is an important time to call attention to Facebook’s second purpose.  If the first purpose of Facebook is to “connect with friends and the world around you,” the second purpose of Facebook is to market.  Facebook has done a good job of improving its marketing algorithms.  Right now, I’m seeing an ad for Direct TV and an ad for Larry Brooks’ Story Engineering along the side.  Many of my friends are advertising something.  The first ads I see in my news feed relate to mutual likes (Comic Book Resources), followed by my friend posting about a Sonoma State University basketball game.  Does it matter that some of the marketing comes from Facebook and its sponsors, and others come from my friends?  Not much.  It’s there.  Is it irksome? Well, I think that depends on how you feel about the ads themselves.  As mentioned, Facebook has become much better about that – or maybe I’ve just become much better in handling my settings.

In a recent email, one of my friends posited that he had actually lost friends (and gave a good example) because of his activity on Facebook.  Having been Facebook friends with this guy since Facebook first came to my alma mater – in that brief period of time when every SMC student envied Santa Clara – I can definitively state that this guy does not post a lot on Facebook.  He may not post on Facebook, but his habits did all of the talking for him.  He’s a gamer.  Back in 2009, when this was all the rage, my Facebook feed would be filled with “Xavier has just planted corn! Check out Farmville” or “Xavier just used the word BUTT in Scrabulous! See if you can beat him!”  Sorry, Mr. X, but it doesn’t matter much to me if you did pass the Green Hills Zone on Sonic the Hedgehog.  That’s not the news I’m looking for.

I haven’t tested this yet, but here are some things that I find as best practices for Facebook:

  1. When using a Facebook-related app, do your best to minimize what the app posts to your timeline. Your mother, your fifth grade teacher, and your first crush from middle school don’t care that you grew virtual corn, but they still care about you.
  2. Avoid posting about meals. It’s one thing if you’ve put together an amazing spread that you never thought you’d be able to pull off, but everybody’s seen Costco’s hotdogs before.  If they want, they can see them in person.
  3. Post something in between all of your posts about your book or your blog. I need to do a better job of practicing what I preach, but about 1 out of every 3 of my posts in the month of February were about my blog.  Yes, others were indirectly about my book or writing, but I also weighed in about movies, and basketball, and the weather.  The point is, if all anybody ever sees of you is whatever you’re marketing, then you’re going to lose friends very quickly.
  4. Show interest in others. It doesn’t matter if it’s not in your wheelhouse.  Eric’s met Tommy Wiseau at the Olive Garden? Right on, brother!  Hope he asked if Lisa was still tearing him apart. (Obscure reference, I know, but: https://youtu.be/fM7qNm_Mmrw?t=1m45s) You don’t need to reach out to everybody, but it helps to reach out to somebody, on occasion.
  5. Personal message people sometimes. Not all of the details of your interactions with Theresa need to be made public.  If you and Theresa have your own little references, then you might not want 20 people taking that away from you anyway.

Twitter – Ah, yes, Twitter.  I remember when I was still a teacher, and one of my students claimed that only old people use Twitter.  I hadn’t, at that point, either.  Now, I am one of the estimated 319 million users.  Yes, 319 million vs. 1.4 billion cited by Facebook.  If 90% of my traffic is from Facebook, maybe 7% is from Twitter.  I definitely see the impressions on my Twitter account, and am able to track these a little better than I track Facebook; people clearly see my tweets, but I don’t generate nearly the volume that I’d expect based on those rates.  Maybe, if I’m lucky, I’ll have 1 in 20 people who have viewed my tweet click the link.

A colleague of mine has suggested that this might be because Twitter is so saturated.  Twitter has struggled lately, and (at least one man’s opinion, and not really my own) it may be related to the fact that it’s a Wild West, with advertisers wearing the white hats, and everybody else shooting from the hip.  My colleague thinks it might be political, a reaction to something said by el jefe.  I think it’s the lack of personal buy-in.  Unless I post information about me all over my Twitter, people don’t know me from that jerk that just spit in their Coke.  Beyond that, it is a constant steam of information, some more useful than others.  If I look through my list of people that I follow, I’d say that it’s likely that I haven’t seen posts from them in the past month. It’s likely that they have better things to do, or need more than 140 characters to capture their thoughts.  More recently, I’ve opened up Twitter in my browser to see the same person’s posts repeating, no fewer than one out of every four posts, as I scrolled down.  This is spam; it’s no different than those people that comment on a blown 3-to-1 lead every time the Warriors or Indians are mentioned, or “they should’ve run the ball” every time the Seahawks are mentioned.  It stopped being funny a long time ago.

When it comes to Twitter, I’m a relative newcomer.  I never thought it was for me, until it was drilled into me that Twitter is an effective way of marketing yourself, especially if people don’t know who you are. Still, I have picked up one or two best practices as they relate to Twitter.

  1. Use hashtags to gather a foothold, but use them sparingly within a tweet. After all, what do you think is more effective?

#Check out my #new #book, #FieldsofGold.  #Free for the next ten days on @Amazon @AKAPress

Check out my new #book, #FieldsofGold.  Thanks @Amazon and @AKAPress!

If I see the first tweet, I’d know that the author is desperate.  The second one has fewer words between hashtags, but it appears more innocent.

  1. Shoot for fewer tweets, but know the best time to reach your audience. Are you looking to sell to hip 20-somethings?  If so, then you probably don’t want to tweet at 8pm on a Friday, they’re probably out; if you tweet at 8am on a Saturday, you have a different reason, but the same problem.  Similarly, don’t dump a ton of tweets all at once, or even within twenty minutes of each other.  Imagine seeing ads for the McRib every five minutes.  Even if the McRib is your thing, you’re going to get sick of seeing that same ad every time you click on a site.
  2. Strategic use of @ mentions is the key. If you’re trying to get the right audience to look at your book about stamp collecting, you might get a few people to follow you out of sheer numbers if you mention Miley Cyrus. However, your odds of finding the right audience through Miley Cyrus are about the same as you lassoing a meteor and riding it across the Atlantic.  I’m not saying it can’t happen… except I am.  The only thing you’re going to receive by trying to promote stamp collecting to Miley Cyrus’s followers is a viral beat-down.

LinkedIn – I’m not sure that I’ve ever seen traffic from my LinkedIn postings, and this might be a bit of ove-rsaturation, because all I ever see on LinkedIn, aside from “Congratulate Toby on five years at Starbucks” are comments surrounding “look at my blog,” or “watch this presentation I gave for the Western Association of Schools and Colleges.”  By the way, if you’re marketing yourself for WASC, teachers everywhere are going to cringe when they see that post!  Nevertheless, LinkedIn is the Facebook where you put on your Sunday best and spit shine your shoes.  You might have that Bart Simpson slingshot in your back pocket, but your potential employers and colleagues don’t know that!

There’s about 3% of my readers that I cannot pin down.  I’ve made mention of my blog on NaNoWriMo, Google+, and even MySpace, but these come from either an unlisted source or from Google search.  I have investigated other social media sites, such as Wattpad, GoodReads, Quora, and Reddit, but you have to be very circumspect in how you market on these sites.  Particularly in sites that target readers, the site’s users are there to read books and legitimate reviews of books; they are not there to read somebody constantly promoting themselves.

When I bring up myself in Google search, my blog didn’t even come up until recently, and even then I need to use very specific search terms, “jowenenglish” being one of them, so it’s a surprise to me that I am getting respondents from Google search.  I guess you just need to find the right mix for my name to appear.

What social media sites am I missing?  Have a favorite social media site that works for you? Mention it in the comments below.