“Social media is not just an activity; it is an investment of valuable time and resources” —Sean Gardner

***

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.

***

 

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!

***

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.

* * *

So TKZers: What Social Media platforms are you on? How do you use SM to connect with readers and friends?