Social Media Words of Wisdom

Sue’s post this past Monday on the upcoming changes to Meta got me to thinking about social media.

For all the changes in the landscape since MySpace, social media continues and authors are still expected to be on at least one platform. I started with Facebook in 2009, and then added Twitter when I bought my first smart phone in September 2010. I tried Instagram but it didn’t work for me. Does anyone remember Google +? I was active there in the early 2010s. A few years later it closed down.

Now I’m on Bluesky, and in fact, my first TKZ post in 2025 will be an introduction to that platform.

Social media let me connect with other writers, make new friends, helped me be a guest blogger at a few sites and led to my first podcast appearance in 2017, and yes, helped me a sell books, though personally as an author that’s not it’s main value, rather, connection is, both with other authors and readers.

With this in mind, today we have a pair of insightful excerpts from the TKZ archives for your consideration by Laura Benedict and Sue Coletta on dos and don’ts of authors using social media. The full posts are each linked at the bottom of their respective excerpts and well worth reading in their entirety.

While many people in the writing/publishing business strongly believe that social mediadoesn’t sell books, some folks disagree. I’ve put up a lot of links here, but if you want to save a few clicks, here’s the gist: Social media is there to build relationships. The aspect of building relationships is key, no matter on what industry you work within. Take a look at examples of Digital Transformation to see why this is important and how you can use it to your advantage.

People with whom you have relationships will like you. If they like you AND you spend at least 80% of your time giving them great “content” they will tolerate the 20% of time you spend promoting your work. But the conversion rate will be less than 2%, which means you’re selling yourself and your time very, very cheaply. But folks truly dislike a hard sell. Many of the people who say you can sell books through social media want you to pay them to tell you how to do it, and they won’t give you quantifiable forecasts.

(Traditionally published books still sell best through tried and true methods like word-of-mouth, tv, radio, magazine, and web ads, vertical marketing to influencers like librarians and booksellers, hand-selling, and peer reviews. But almost none of those methods is free, and it’s only rational that publishers would prefer free methods that rely on author execution to methods that cost money.)

What is content? Content is added value, often in the form of information: lists, quizzes, articles, expertise, audio or video entertainment, memes, blogs, observations. Given the 80/20 rule, if you do fifty posts in a week, the theory is that at least forty of them should be content and not mention your work at all. Ideally, the content should be at least tangentially related to your field of expertise or the lifestyles of your audience. But even if you automate those posts with Buffer or HootSuite or some other social media-scheduling program, it takes time to curate that content.

A brief cautionary tale: A self-published writer I know spends a lot of time posting on Instagram, but I’d say 80-90% of the writer’s posts are specifically about the book. They’re quotes formatted as memes, or pictures of the cover, or bits of dialogue taken out of context and framed with artistic graphics. The posts are careful and attractive, but I gloss over them, and even find myself a little angry at having to scroll past them every time I log onto Instagram. If the 80/20-percentage figure is at all valid, it’s completely upside down. And the writer uses a blue million hashtags, but only ever gets 10 or 11 likes. I can only imagine how much time the writer spends creating those posts (or perhaps the writer pays for them). Plus, even though it almost looks like content, it’s not, and is off-putting.

There are two big dangers for me when it comes to content. I spend a lot of time crafting my blog posts. This one (I’m adding this bit in editing) has taken me about 3.5 hours, and I’ll spend at least another 45 minutes editing and posting it. On my own daily blog, it’s a challenge to come up with fresh concepts. Then there’s finding the right photos, adding links, and pumping up the SEO. Unfortunately there’s no way to quantify the ROI on publishing blog posts. Another particular danger for me is rabbit holes. Ideally, I like to spend about thirty minutes online in the morning checking out news stories and resources for my own amusement and edification—but I often spend an hour or more. Usually, I’ll manage to bookmark only one or two links to pass on to social media. But which ones to choose?

I read a lot of crime news stories—many are too sensitive or explicit to share without grossing people out over their morning coffee. But I also read some politics (no, never post about that), bits of history and archeology, and stories about textiles or architecture. I’ll occasionally post about writing and books. Nearly everyone likes books. But I don’t think of my personal blog audience as being full of writers. I’m not selling books on writing, and few people who aren’t writers care about writing motivation, or how to build a character. So I save the writer-centric stuff for here or my own blogs about the writing life.

Laura Benedict—June 28, 2017

Whether we like it or not, social media is here to stay, and writers are expected to have an online presence. To help you navigate these turbulent waters, I’ve compiled the top 10 mistakes I’ve seen writers make over the years.

#1: Don’t talk at your audience. Chat with them. 

Social media is about making connections, engaging in conversation. It is not a soapbox, nor are you the most important person in the room. People will have opinions that don’t align with yours. And that’s okay. Talk it out. Get to know them.

#2: Don’t try to be something you’re not.

I see this all the time. If you’re not passionate about a subject, don’t try to fake it because it’s trendy. This isn’t high school. Share something that excites you, and your passion will shine through. Folks want to know the real you, not some made up version.

Which brings me to…

#3: Chill out, dude.

You cannot hop on social media for five or ten minutes and expect to see instant results.

Building a community takes time. If you rush it, your “buy my book” activities will reek of desperation.

#4: Don’t copy a famous author’s social media style. 

What works for a thriller or noir writer might not translate well to cozy, HEA romance, or sci-fi fans. If you write in a similar genre, you can emulate that author, but add your own special flair.

#5: Don’t spout orders. 

We’re told to have a clear call to action in social media marketing, that’s true, but less is more. Don’t ask for multiple favors at once.

Buy the book.

Rate the book.

Review the book.

Repost the review on Goodreads, BookBub, Amazon, B&N, Kobo, Apple, etc. etc. etc.

Tell all your friends to buy the book.

Choose one. Once you build trust, move on from there. 

Otherwise, it feels a lot like this:

Read everything I’ve ever written. Don’t think about time. I’m more important.

When you’re done with that, rate and review all my books, but don’t say anything negative. I will only accept four or five stars. Don’t forget to repost the review everywhere books are sold. And I mean everywhere.

Oh, btw, I need a few things at the grocery story. Grab a pen and write this down. You’ve got time, right? ’Course you do. After all, I’m the almighty author.

Clean my house.

Walk my dog.

Feed my wildlife.

Check in on my elderly parent.

Can you cook? Great. I’m far too busy writing my next masterpiece to waste time in the kitchen.

Come to me when you’re done, and I’ll give you the next task. You’re welcome.

#5: Don’t take before you give.

We’ve talked about the 80/20 rule before. I think 90/10 works better, but you’re safe with 80/20. For those who don’t know, it means 80% of what you share should be about life, pets, passion (not writing), or goofing around, 20% book news. Sounds easy enough, right? Yet some authors can’t seem to wrap their head around it. Every post is a version of “Buy my book!”

To the writers who struggle with the 80/20 rule, let me rephrase in simpler terms. I know you’re excited—we all do—but you are not the first person to write a novel, nor will you be the last. What if an Avon lady knocked at your door day after day after day to buy her products, would you be more or less likely to whip out your credit card? Don’t act like the Avon lady.

Sue Coletta—April 18, 2022

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  1. Do you find social media useful as a writer or as an author? If so, how?
  2. What are your own dos and don’ts about using social media, especially as a writer or author?
  3. Do you have an advice on connecting with other writers and readers on social media?
  4. Do you have a favorite social media platform?

***

This is my last TKZ post of 2024. Wishing everyone Happy Holidays and all the best in 2025.

#WritingCommunity: Updated Terms to Meta Platforms in 2025

Have you read Meta’s new terms of service (TOS)? Even if you don’t have an account on Facebook, Instagram, Threads, Messenger, or WhatsApp, you may still be bound by its disgraceful overreach.

Many of us—me included—forfeited our right to privacy when we joined social media. What’s the alternative? If authors want to sell books, they need to have an online presence. So, when social media giants like Meta update their TOS, we barely give them a glance.

This time, it’s a mistake to accept or click the box away without reading what rights you’re granting. By using any of Meta’s sites and/or products after Jan. 1, 2025, you will be bound by its new TOS.

Thank God for the writing community’s sharp eyes and willingness to share information. A couple of weeks ago, writer friends warned me of Meta’s update to their terms of service in our “super-secret” author group on Slack.

What is Slack?

If you’re not familiar, Slack is a fantastic app for collaboration—blogmates, writing teams, authors in the same story world or collection, etc.—away from the prying eyes of social media giants. When you post within your designated group, no one but the members have access to your shared information or discussions. Many companies and corporations use Slack to stay in touch with their employees. Using Slack as an author group also saves your email inbox from replies that don’t apply to you. Highly recommend.

Meta’s Overreach

One of the authors in my group brought up the update to Meta’s terms of service. As if Zuckerberg hadn’t collected enough information on us, these new terms violate any right to privacy we had left. And not just while using a Meta platform. Now, we are always bound by their ridiculous terms, on or off Meta, because we have an account on Facebook, Instagram, WhatsApp, or Threads.

Even if you’re not active on social media, you are still bound if you use one of Meta’s products, such as Messenger or Marketplace.

Private or Direct Messages (PMs or DMs) Are Not Private

No online messages are private. You know that, right? Be careful of what you discuss. Big Brother monitors and stores your conversations.

Meta’s new TOS reaches beyond other social media PMs. When you click “accept” to its updated terms, you will grant Meta the right to read your private messages (nothing new) and use, share, copy, or sell, in whole or in part, in any way it wants, including but not limited to, training and developing its AI models.

Content

Any and all content you post to one of its platforms or products will include an automatic license for Meta to use, distribute, share, copy, sell, in whole or in part, in any way it wants, including but not limited to, AI content that may directly compete with you. Doesn’t matter if the content is your intellectual property. By using Meta after Jan. 1, 2025, you will automatically grant them free rein once you upload.

Want to share selfies with your new puppy or a family photo with friends and family? All your photos and videos, including your voice(!) and language, Meta will have the right to copy, share, sell, distribute, or use, in whole or in part, including but not limited to, training its AI models.

AI Features

Meta categorizes AI as a separate license—perhaps to make it more palatable—but is it? Not really. The moment you use any AI feature, like to search Facebook for a friend’s profile—the only search feature available now—you will automatically grant the same license, with no way to opt out. Sure, Meta says you can ask that your content not be used to develop or train AI, but it retains the right to deny your request. The only surefire way to opt out is to delete your content and/or account.

What if You Delete Your Meta Account?

Might not matter. Even if you don’t have an active Facebook, Instagram, Threads, or WhatsApp account, you could still be consenting to Meta’s new TOS if a friend or family member sends you a funny meme or Reel. Once you click that link to view Meta content, these new terms apply to you, effective Jan. 1, 2025.

Other Concerns

Meta admits to using AI but stops short of specifying how it plans to use our content to develop future AI models. This lack of transparency leaves creators vulnerable to their work being exploited.

Do not assume the omission works in your favor. The absence of clear disclosures about AI practices sets a dangerous precedent for big tech. You may think sharing selfies or photos of your children, significant other, or your home isn’t a big deal, but it is. The new AI license allows Meta to exploit you and your family.

Though you retain ownership over your content, Meta’s broad license to “use” it creates a gray area. What prevents Meta from repurposing your photo or video in marketing campaigns? Absolutely nothing.

By continuing to use a Meta platform, you agree to future terms. On Jan. 1, 2025, you will hand Meta a blank check to rewrite the rules at any time without the need to notify you for consent.

The more data Meta collects, the stronger its stranglehold on users. Nothing prevents Meta from selling your information to data brokers that will learn almost everything about you from your content, language, behavior, and so-called private messages. They in turn, sell your data to advertising markets. Or worse, use it to train AI without compensation or your consent.

I wouldn’t dare post a novel excerpt in 2025. I used to create video excerpts of all my books, which worked great as a marketing strategy. Now, finding all that old content on Meta will be a near-impossible feat. Even though I posted the video excerpts prior to Jan. 1, 2025, the new terms will supersede the old.

What’s a writer to do? Suggestions welcome! 

Did you read Meta’s new TOS? Will you continue to use Facebook, Instagram, or Threads in 2025? Does anyone use WhatsApp? Can’t imagine it’d be helpful for authors. Please correct me if I’m wrong.

When you’ve worked for years to gain a following on one or more of Meta’s platforms, it is not an easy decision to delete your account. What alternatives do we have? Blogging, Substack, or Medium, I suppose.

Anyone use BlueSky?

I’ve heard mixed things about it. Most say, it’s comparable to X-Twitter, not Facebook. BlueSky claims “it offers a more decentralized, user-controlled experience with fewer ads and a cleaner interface, making it ideal for those who prioritize privacy and community.” However, it still lags behind X-Twitter in terms of features and user base.

The mere thought of building another audience from scratch exhausts me. How ’bout you?

 

 

Reader Friday: Reader-Writer Connections

The question up for grabs today is directed at you as an author. Last week, Steve asked a question of us as readers: how do we connect with writers? What’s our go-to platforms to find new favorite authors with whom we can adventure?

This week, we’ll reverse poles and come at it from the opposite direction.

How do we as writers connect with new readers/followers?

Today, we will discuss questions that are dear to my heart as a relatively new author. I have published four books of my own, plus I was published in Chicken Soup for the Soul, and I have two more books in the hopper. But those numbers are small—not insignificant by any means—but still small compared to most of you.

One of the authorish tasks I have the most difficulty with is reaching out to new/more readers and followers. I have a website where I publish a monthly blog, and I send out a monthly “newsletter.” I try to not market my books too heavily, but to include content about life in general in 2023, and sometimes what I’m curious about. I also try to include shout-out references/links to other authors, editors, and cover designers.

I do attend events, but mostly local as I am not much of a traveler. I like to say, Sure, I’d like to see XYZ location, but can’t I just be beamed over there?

So, over to you, TKZers! Steve and I are hoping to hear your tips/tricks/ideas—different methods you use to bring new readers/followers into your fold.

Wow us with your ideas, what has worked for you, and maybe what has not worked for you.

How do you attract new readers/followers?

What are some methods you’ve used to market yourself, not necessarily your latest book?

Do you ever conduct a survey of your current readers/subscribers to your blog or website to find out what content they’d like to see? What kind of response do you get?

Is there something you’ve tried in the past that has completely bombed? Do tell.

If you had to choose only one approach to connect with new readers/followers, the one that consistently produces results, what would it be?

Happy Friday, and thanks for playing the Connections Game with us today!

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Deb Gorman lives in the Pacific Northwest and writes stories of redemption and reconciliation. Her next book, No Tomorrowsis due to be released this fall. You can connect with her at her website: debggorman.com