Photo by Panos Sakalakis on Unsplash
“Social media is not just an activity; it is an investment of valuable time and resources” —Sean Gardner
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Every year there are more social media platforms, more opportunities to reach readers, and more confusion. So today I invited Edie Melson, an acknowledged social media expert, to help us cut through the noise surrounding SM so we can use our platforms efficiently and effectively.
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Edie Melson is an award-winning author—and photographer—with numerous books to her credit. She’s a top-tier industry blogger, and sought-after speaker. Her blog, The Write Conversation has been part of the Writer’s Digest Top 101 Sites for Writers since 2017 and has over 6 million unique visitors. She’s also the director of the Blue Ridge Mountains Christian Writers Conference and is known as a leading professional within the publishing industry. Visit her at EdieMelson.com and through social media.
Take it away, Edie!
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Social media has always been tough—challenging in so many ways. But in the beginning the process at least a little made sense. Updates came out in an orderly fashion, the rules and guidelines were minimal and we were all extremely naïve.
Now it almost seems takes an advanced college degree to understand the inner workings, algorithms, and guidelines necessary to reach the audience. But what if there was a way social media didn’t have to be that confusing and difficult?
I truly believe we’ve been looking at social media upside down—even when it was simpler. Social media was created to be SOCIAL, not sales. Yes, we used it in marketing and found ways to reach thousands. But once the new wore off, the story was the same. Nobody likes a commercial in the middle of their social time.
Beyond that, each platform has had time to grow and develop into unique communities. Because of that, what works on Facebook, may not work on Instagram or X. Once we could create updates and share them everywhere and now they each need to be—at the very least—tweaked to reflect the culture and the etiquette of each platform.
What’s a Writer to Do?
First, we do NOT give up. Although publishers are often more focused on email lists, most still require authors to have vibrant social media communities.
I truly believe there is still a process that works with social media. This answer can help us grow our reach and maintain the interest and loyalty of those who already follow us. This answer is the one thing that has always works, and truthfully I believe it always will. What’s the magic bullet?
Serve your audience.
It’s that simple and that complex. When we provide value for those who read our updates they will continue to share, comment, and read what we put out there. Don’t be put off by the idea of serving and think it’s some time-suck endeavor.
When we provide service—value—to those who follow us, we build loyalty. Even more than that, we prove we truly want to connect—not just sell them something. This builds trust and that opens the door to connections.
What does serving our audience have to do with building readership?
Trust.
Our readers follow us initially for several reasons—from interest in a writer who’s just beginning, to curiosity about author they like, to recommendations from others. They KEEP following us because they get something from us they enjoy—entertainment, information, and interaction. Beyond that, they feel a sense of authenticity from us.
Never forget, the world is full of lonely—skeptical—people.
What Does Serving Our Audience Entail
Serving our audience is as varied and unique as every writer out there. Included in service could be:
- Links to valuable articles and blog posts
- Videos and things that bring laughter
- Insight on daily living
- Encouragement in the challenges and everyday moments of life
When we serve our audience and give them value, we are also filling up their trust tanks. We give and give and give—and then their trust tanks are full enough for them to give back.
After serving and giving, then we ask. We share about a new project and ask for them to share. We offer a new book and ask for them to consider purchasing. They now trust us and what would have initially felt like a commercial, now feels more like an opportunity.
Looking at social media as a way to serve others definitely helps us as writers. We’re all incredibly weary of the rat race of chasing numbers. By focusing on service we can stop that treadmill and begin a journey leading to more value for everyone.
I truly believe we’ve been looking at social media upside down—even when it was simpler. Social media was created to be SOCIAL, not sales. Yes, we used it in marketing and found ways to reach thousands. But once the new wore off the story was the same. NOBODY likes a commercial in the middle of their social time.
Consider how our goals—and the measurement for reaching those goals—would change if our focus was on simply serving our audience.
- We would find joy as we see how our words can help and encourage others
- We would find contentment as we walk in our calling as writers
- We would find peace as we let go of the things that are not our responsibility
Putting A New Social Media Approach Into Practice
Truthfully, because successful social media is all about relationship building, it works best when we treat it organically. However, because a project is easier to manage with a set of guidelines, here are two:
- Be consistent.
- Avoid self promotion.
It’s easy to get caught up in the to do list and forget the point.
They’re not numbers, they’re people.
We even begin to judge the worth of what we have to say by those numbers. Let me remind you why you’re doing what you’re doing. Why you sweat over a keyboard, struggling to find the right word. Why you risk rejection by submitting those carefully crafted words to editors, agents and contest judges.
We’re doing it because we want to make a difference in the world around us—a world made up of people. If all we’re looking for is higher numbers, we’ve missed the point. We’ve set a course that follows certain frustration and ultimate failure. So, if it’s not for the numbers, then what’s the point? Why even bother with social media?
The point is what the numbers represent…the point is the individuals who can be impacted by what we write…challenged by what we say…changed by what we share.
When I get caught up chasing the numbers, the significance of what I’m doing diminishes. But when I step away from the race and concentrate on who I’m writing for and who I’m writing to, things fall back into place.
I’m first and foremost a writer. For me, social media is a tool. It’s the means to an end. It helps me find my audience, serve them, and prove I want what’s best for them. But when I begin to measure my worth as a writer through the numbers of social media, I’ve gotten off course.
Soul Care for Writers
By Edie Melson
The isolation, fear and doubt often associated with writing can bring weariness and discouragement. Soul Care for Writers provides short, practical, creative activities—specifically tailored to writers—to care for your fatigued soul when you are weary, discouraged, and have little time for rest and peace. Although this book is particularly applicable to writers, it can also be effectively used by anyone who finds themselves weary and discouraged.
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So TKZers: What Social Media platforms are you on? How do you use SM to connect with readers and friends?
Good morning, Kay. Thanks so much for inviting Edie to KZB.
Welcome, Edie! You hit on a vital point—the point with social media is not numbers, its connection with people. Helping and connecting with those people by providing food for thought, empathetic shared experiences, knowledge, and fun is what matters, to our hearts, minds and souls.
There was a time when I was on Facebook and Twitter when I was obsessed with numbers of followers, and also the dopamine hit of likes and replies, but I’ve come to understand it’s about connection, and if it’s “just” a handful of people, or even one, it’s no less meaningful.
I’m on Bluesky, where I connect with other writers by discussing writing, sharing posts on writing, etc, as well as share the love and joy of reading, and also, my love and joy for astronomy by sharing my astro images and responding to those who do likewise. It’s definitely not to try and sell my books.
Hope you both have a wonderful week!
Good morning, Dale!
I also agree that Social Media shouldn’t be Social Marketing. Edie does a good job of reminding us to step back and reconsider.
I’m also on Bluesky, but I’m not a consistent presence there. I need to pick that up.
Have a great week!
Hi Dale! Thanks for the encouragement and insight! I’m also on Blue Sky—just getting started. And I LOVE what I’m seeing there! Thanks for stoping by! Edie
I hate to say it, but I’ve backed off of FB, X, and IG quite a bit over the last few months. I guess I’m trying a kind of reset for my brain. I see so much vitriol, arguing, and criticism–it’s like being at the wrong party.
I stay logged out of SM until I want to look at family posts, or posts by authors I actually know. And I’ve barely been posting my own book news. It’s become a chore.
I’m not sure if I’ll try to get back into that swing or not. We’ll see. I wonder if anyone else is feeling that, too.
And . . . have a great Monday everyone!
Hi Deb,
I’m hearing this more and more as I travel and talk with writers. I think we’re all exhausted by the unnecessary drama. One thing I teach writers to do is to set a timer when using social media. I use the stop watch app on my phone and once I reach 30 minutes in a day, I’m done.
Truthfully, 30 min. gives me plenty of time to interact professionally without being sucked in by the drama.
I also am SUPER careful what I read, react to, and share. These days the algorithms are extremely sensitive. If you click “read more” the algorithm marks that as a post you’re interested in and will show you more of that kind of post. Same goes for clicking an emoji–even a negative emoji. By avoiding all the drama and never stopping on it, I’ve eliminated a lot of it from my newsfeeds.
Blessings! Edie
I didn’t know that about “read more”. Good tip.
It also reminds me how SM can be read as Social Manipulation.
😵💫
Oh Deb! That’s so right!!!
Good morning, Deb.
There are certainly an overabundance of folks out there who want to offer their provocative opinions. I think you’re wise to stay away and not get drawn into the floodwaters.
Fortunately for me, I don’t see much of that in my feed. Maybe because I don’t post or respond to political opinions.
Have a great week!
I’m new to Substack. I’ve found so many posts saying they need so many more followers to get to some nebulous number. It seems the number is their goal, not sharing or making connections. Thank, Edie, for showing a better way. Better for the reader, but also less of a rat race for the writer.
Tim Suddeth
Hi Tim, and welcome to the Zone!
Edie’s advice is so helpful and practical. “less of a rat race for the writer” means less stress and angst. It frees us up to concentrate on our writing and not the numbers.
Thanks for stopping by.
I use Substack as well, because it’s like my own mini-SM site. It fosters community. I offer content that’s fun to read on its own (I hope), primarily my whimsical essays. When it comes time to announce a book, I can do it without it seeming like that’s all I do. I used to advise authors to do 90/20, content to marketing, but now, for me, it’s more like 97/3. And it’s fun. I advise writers to find one SM they enjoy most and concentrate on that.
Thanks for your post, Edie.
Good afternoon, Jim!
Your substack posts are always entertaining and fun. They’re perfect examples of offering content that readers enjoy without pushing a marketing message.
I tend to use the Social Media platforms “backward.” I never go to the ‘home’, only to my profile, where I see who’s interacting with me. Avoids all the drama, but lets me see what my kids are up to. I have an author page on Facebook, and I post a daily word game, and not much more unless I have a new release.
I have a Substack, where I provide behind the scenes content about my writing, and posts (stacks?) about my travels and include lots of images.
Sounds like you’ve established a good routine for dealing with SM, Terry. I especially like your substance posts.
Thanks for inviting Edie, Kay. Welcome, Edie!
Like Deb, I’m another one who’s pretty much backed off SM. Too much ad clutter, too much social manipulation, not to mention tracking every stroke of our toothbrushes (Act now before it’s too late! Become an influencer with this fancy-schmancy glitter-encrusted toothbrush for only $49.95!)
Substack intrigues me b/c it seems more like the early days of blogging. Edie, any wise suggestions about starting on Substack?
Hi Debbie,
I can understand the desire to back off a lot of SM. Sometimes it feels like a sensory invasion.
Substack seems to be making a big hit. I’ll be interested to get Edie’s take on it.
Have a good week.
This is such a great reminder! Thanks for sharing such great perspective and tips. I’m on Facebook because that’s where my audience/demographics for Amish fiction. I’m on X because I’m part of nice communities of fiction/poetry writers and folks with cancer so I enjoy it for personal reasons. I also do Instagram, but find it less engaging, harder to be social on. I’m on and off TikTok because my publisher strongly encouraged it for women’s fiction. I don’t mind doing videos, but the time suck of 4 platforms became too much. My goal is to be 80 percent personal and 20 percent marketing. I have some hard-core fans/readers/friends on Facebook, which in some ways makes it so much easier. I can tell them about my day, my grandkids, my doctors’ appointments, books I’m reading, the weather, and ask them to do the same, and they do. Not losing sight of the “social” part is the key. Whether I’m selling books, I can’t say, but my publisher was really focused on social media (more than emails) so it’s part of my day–every day.
Hi Kelly,
There are so many platforms and so many opportunities to spend valuable time! Sounds like you have a good routine in place. I’v’e tried to adhere to the 80/20 rule of 80% social, 20% marketing. It’s good to have that as a guideline.
Have a good week.