How and When to Use the "F-word"
I'm particularly fond of using the F-word when I'm stuck in traffic, or trapped in a boring meeting, or standing on the sidelines at my daughter’s soccer game. I'm talking about Facebook of course...
In my experience from speaking with authors and reading forums there seems to be a fairly common response when it comes to using Facebook and Twitter for marketing your book. It usually goes something like this: "Well, I made my Facebook page, but nothing really happened... what am I doing wrong???" ... or something like: "I don't really have a blog yet, but I use Twitter occasionally does that count?"
Common Misconceptions
Well, I want to be 100% clear on this point: Facebook and Twitter are NOT sites where you will gain fans simply by making a profile and talking about your book. Keep in mind, these are two of the biggest social media sites, not two of the biggest author sites. People are on Facebook to connect with their friends, not with you. But wait, if you read between the lines there's a hint (make them your friends first!)
Simply showing up on somebody's "news feed" on Facebook is akin to having a kiosk set up in the mall. Maybe a few people will notice you, but people are really there for the real stores. If they don't know you ahead of time most people will walk right by you. If you want to sell stuff at the mall... Build. Your. Store. First. (read: build your brand first. see the pattern yet?)
If you are just starting out, or even if you've been around but you're still pretty small, you won't have the kind of fan community that will be able to take on a life of its own on sites like Facebook yet. When the TV show "Dexter" gets thousands of comments on its Facebook update, it's because they had thousands of fans ahead of time that they gained from creating a hit show, not from creating a hit Facebook page.
So, what's the point?
So if Facebook and Twitter are not working out of the Field of Dreams "if you build it fans will come" play book, then what is the point? What's the goal of using these social media sites to market your book?
Try to think of Facebook and Twitter as simply extensions of your brand, another place to reach fans who have already given you permission to market to them.If you are still building your brand, Facebook and Twitter can help by acting as a place for interaction that many people are already comfortable with, but not as a means of self promotion.
If you have no idea what I'm talking about as far as "your brand" goes, stop reading, check this out, and come back in 5 minutes. I promise I'll be right here waiting patiently... Okay, great. Let's continue.
How do I use Facebook and Twitter?
I know I sound repetitive, because I'm repeating myself. The short answer to this question is you don't until you have something that your fans will think is worth sharing. Not something that you think is worth sharing with them, but something they will be glad you shared and think is worth sharing with others. If you want a longer answer, take a look at the Facebook and Twitter sections of this article which show some specific examples, or just keep reading.
There are a couple of themes that apply to just about every aspect of marketing yourself and your book. One of them, the one I keep harping about, is to create value for the user. This is probably more important and more tricky on social media sites than anywhere else.
Let's look at the mall again. You don't want to be the kiosk. The kiosk is lame, annoying, and in your way, quit bugging me with your $2 sunglasses for sale and your book I've never heard of. You want to be a cool store. You want your store (your brand, your profile page, your twitter feed) to be something that shoppers want to come visit. They like the atmosphere, it's nice in there. No pushy salesmen, just some people to help you out, and maybe even recommend another store you might like. Shoppers stop by because they like your store, even if they're not going to buy anything.
The store doesn't appeal to everyone, shoppers choose to go in there because they are interested in the kinds of things you sell or the styles you have. And finally, new shoppers show up because their friends told them it was cool and to check it out!
Aha!
Enter Facebook, and Twitter. It's not "if you build it fans will come;" it's "if you give fans cool stuff, they'll bring their friends." Not quite as catchy, perhaps, but much more effective. Share cool links on Facebook, Retweet something relevant you came across on Twitter (if you aren't familiar, a Retweet, RT for short, is simply sharing someone else's tweet with the people who follow your tweets; don't worry it's totally cool and acceptable and even encouraged). Give people value! Ask yourself: "why would anybody follow me on Facebook or Twitter? What are they getting out of it?"
Build your brand, build a fan base around your brand, interact with fans in a way that is meaningful to them and worth sharing with new people. Wash, rinse, repeat (actually it all sort of happens at the same time, but stay consistent with your approach).
With a solid foundation to build off of, Facebook and Twitter can be magnifiers for your brand that already has some traction. The key however is to build your brand and build your following everywhere.
If it feels like I'm suggesting to not worry too much about Facebook and Twitter, it's because that's exactly what I'm saying. Should you still be there and take advantage of the huge networks of friends and fans? Yes absolutely, but don't focus on them. Be patient, not pushy. Take care of your writing and give your fans something worth putting on Facebook. Don't be the kiosk, be the store.