Social Media, Blogging, and SEO Redux

Posted on October 17, 2022 by Sue Coletta

Since I am on deadline and preparing to fly to Atlanta to film three episodes of a true crime series, I’m sharing my very first post on the Kill Zone from 2017. Has it been five years already? Seems like yesterday. Anyway, I hope you enjoy it. I’ll try to pop into the comment section at some point today. Please be patient! In the meantime, chat among yourselves.

Social Media, Blogging, and SEO Tips

To prepare for my first post as a TKZ member (yay!), I read all the social media posts on the Kill Zone (my little research addiction rearing its head :-)). Back as far as 2009, Joe Moore wrote Social Networking Showdown, which explored MySpace vs. Facebook, Shelfari vs. Goodreads, Crimespace, Gather, Bebo, LinkedIn, and the all-important email list. Even though some of these sites are nonexistent today, Joe’s advice still applies. And in 2011, he shared his perspective on using manners online. Which is critical these days.

The way we conduct ourselves on social media matters. Hence, why Jim made social media easy and why, I presume, Jodie Renner invited Anne Allen to give us 15 Do’s and Don’ts of social media as only Anne could, with her fantastic wit.

One year later, in 2016, Clare shared what’s acceptable for authors on social media and what isn’t. Jim showed us the dangers of social media, and how it can consume us if we’re not careful.

Through the years the Kill Zone authors have tried to keep us from falling into the honey trap of social media. Which brings me to the burning question Kathryn posed this past June: Writers on Social Media: Does it Even Make a Difference?

In my opinion, the correct answer is yes.

Working writers in the digital age need to have a social media presence. Fans expect to find a way to connect with their favorite author. How many of you have finished reading a thriller that blew you away, and immediately went online to find out more about the author? I know I have. It’s only natural to become curious about the authors whose books we love. Give your fans a way to find you — the first step in building an audience.

I’ve seen authors who don’t even have a website, never mind an updated blog. This is a huge mistake, IMO. It’s imperative to have a home base. Without one, we’re limiting our ability to grow.

BLOGGING

There are two types of blogging: those who blog about their daily routine and those who offer valuable content. Although both ways technically “engage” our audience, the latter is a more effective way to build and nurture a fan base.

When I first started blogging I had no idea what to do. I got in contact with a web design company (just like web design company Nashville) to help me get set up, and away I went! I’ve always loved to research, so I used my blog as a way to share the interesting tidbits I’d learned along the way. For me, it was a no-brainer. I’d already done the research. Writing about what I’d learned helped me to remember what I needed for my WIP while offering valuable content to writers who despise research (Gasp!). Over time my Murder Blog grew into a crime resource blog.

Running a resource blog has its advantages and disadvantages. Be sure to look into the pros and cons before choosing this route. When I first scored a publishing deal, I realized most of my audience was made up of other writers. The question then became, how could I attract non-writers without losing what I’d built?

My solution was to widen my scope to things readers would also enjoy, like flash fiction and true crime stories. Who doesn’t like a good mystery?

With a resource blog it’s also difficult to support the writing community. Book promos go over about as well as a two-ton elephant on a rubber raft. If you decide to run a resource blog, find another way to support your fellow writers. When one of us succeeds, the literary angels rejoice.

There’s one exception to the “no book promos” rule for resource blogs, and that is research. It’s always fun to read about other writers’ experiences. Subtly place their book covers somewhere in post (with buy link). That way it benefits both your audience and the author.

The one thing we can count on is that how-to blog changes with the times. A few months ago, my publisher shared a link to an article about blogging in 2018. Because she shared the article via our private group, I’m reluctant to share the link. The gist of article is, come 2018 bloggers who don’t offer some sort of video content will be left in the dust. Only time will tell if this advice holds true, but it makes sense. The younger generation loves YouTube. By adding a video series or a Facebook Live event we could expand our audience.

It’s time-consuming to create each video episode. Hence why I had several months in between the first two episodes of Serial Killer Corner. Our first priority must be writing that next book. However, consistency is key. Weekly, monthly, bi-monthly? Choose a plan that works for you and stick with it. There are many internet marketing experts who can help make your blog become successful.

SEO MATTERS

SEO — Search Engine Optimization — drives traffic to your website/blog. Without making this post 10K words long, I’m sharing a few SEO tips with added tips to expand our reach. In the future I could devote an entire post to how to maximize SEO. Would that interest you?

Tips

every post should have at least one inbound link and two outbound links; we highly recommend speaking to a digital marketing agency such as OutreachPete.com to get guidance on how to build these links.
send legacy blogs a pingback when linking to their site;
never link the same words as the post title or you’ll lessen the previous posts’ SEO (note how I linked to previous TKZ posts in the 1st paragraph);
use long-tail keywords rather than short-tail (less competition equals better traffic);
using Yoast SEO plug-in is one of the easiest ways to optimize a blog’s SEO;
self-hosted sites allow full control of SEO, free sites don’t;
remove stop words in the post slug (for example, see the permalink for this post); I’d also recommend removing the date, but that’s a personal preference;
drip marketing campaigns drive traffic to your site;
slow blogging drives more traffic than daily blogging (for a single author site);
consistency is key — if you post every Saturday, keep that schedule;
use spaces before and after an em dash in blog posts (not books);
use alt tags on every image (I use the post title, which should include the keyword); if someone pins an image, the post title travels with it;
link images to post and book covers to buy link;
white space is your friend; use subheadings, bullet points, and/or lists;
longer posts (800 – 1, 000 words min.) get better SEO than than shorter ones;
using two hashtags on Twitter garners more engagement than three or more;
protect your site with SSL encryption (as of this month, Google warns potential visitors if your site isn’t protected; imagine how much traffic you could lose?);
post a “SSL Protected” badge on your site; it aids in email sign-ups;
via scroll bar or pop-up, capitalize on that traffic by asking visitors to join your community, which helps build your email list;

THE 80/20 RULE

Most of us are familiar with the 80/20 rule. 80% non-book-related content; 20% books. My average leans more toward 90/10, but that may be a personal preference.

What should we share 80% of the time? The easiest thing to do is to share what we’re passionate about. When I say post about passion I don’t mean writing. Sure, we’re all passionate about writing, but I’m sure that’s not the only thing you’re passionate about. How about animals, nature, cooking, gardening, or sports?

One of the best examples of sharing one’s passion comes from a writer pal of mine, Diana Cosby, who loves photography. Every Saturday on Facebook, she holds the Mad Bird Competition. During the week she takes photos of birds who have a penetrating glare and/or fighting stance. On Saturdays, she posts two side-by-side photos and asks her audience to vote for their favorite “mad bird.” Much like boxing, the champion from that round goes up against a new bird the following week.

On Fridays, she posts formal rejection letters to birds who didn’t make the cut. With her permission, here’s an example:

Dear Mr. House Sparrow,

I regret to inform you that though your ‘fierce look’ holds merit, it far from meets the requirements for entry into the Mad Bird Competition. Please practice your mad looks and resubmit.

Sincerely,
M.R. Grackle
1st inductee into the Mad Bird Hall of Fame

It’s a blast! I look forward to these posts every week. As such, I’m curious about her books. See how that works?

My own social media tends to run a bit darker … murder & serial killers top the list, but I also share stories about Poe & Edgar, my pet crows who live free, as well as my love for nature and anything with fur or feathers. The key is to be real. Don’t try to fake being genuine. People see right through a false facade. Also, please don’t rant about book reviews, rejection letters, or anything else. Social media is not the place to share your frustrations.

As for soft marketing on social media, I like to make my own memes. It only takes a few minutes and it’s a great way to keep your fans updated on what you’re working on. In the following example I wrote: #amwriting Book 3, Grafton Series. I also linked to the series. Don’t forget to include a link to your website. The more the meme is shared, the more people see your name. Keep it small and unobtrusive. See mine in the lower-right corner?

In the next example, I asked, “What’s everyone doing this weekend? No words, only gifs.” Have fun on social media. The point is to engage your audience.

Folks love to be included. Plus, I genuinely want to get to know the people who follow/friend me. Don’t you? It doesn’t take much effort to make your fans feel special. Take a few moments to mingle with them. It’s five or ten minutes out of your busy schedule, yet it may be the only thing that brightens someone’s day. In a world with so much negatively and hatred, be better, be more than, be the best person you can be … in life and on social media.

Over to you TKZers. How do you approach social media?

What Happens to Your Books When You Die?

Posted on July 31, 2022 by James Scott Bell

by James Scott Bell
@jamesscottbell

“Everybody has got to die, but I have always believed an exception would be made in my case. Now what?” – Last words of American author William Saroyan

Now what indeed! We all have to face it. While Blue Oyster Cult tells us not to fear The Reaper, we at least have to respect his use of the scythe.

Which brings up the subject of estate planning for writers. It’s a big topic, all the details of which can’t be covered in a single post. I hope to give you a broad outline which you can use for more focused attention. While I am a lawyer, and even played one on TV once, take this as the standard admonition to consult with your own lawyer and CPA as you make plans.

Don’t have a lawyer? You can get one, or you can use a resource like LegalZoom.com. For a modest price LegalZoom will help you prepare estate planning forms. For a bit more, they offer you phone consultations. They even have an estate plan bundle that starts at $249.

Now, before you go to your Final Edit there is an in-between possibility we don’t like to think about but must—incapacitation. You attend ITW in New York and a brick falls on your head, rendering you unable to handle your finances or have a Martini with Gilstrap. You should have in place a Durable Financial Power of Attorney appointing your spouse, or someone you trust, as your agent to take care of these matters. See this article from Nolo. (I’m not going into Advance Care Directives, but you should have that, too.)

First Things First

Start a notebook for your heirs—a physical notebook—which will hold originals or copies of your important documents (e.g., will, trust, publishing contracts) along with a master document detailing things like bank accounts, internet passwords, social media sites, and people to contact for help in dealing with various matters, e.g., your CPA, your lawyer, your agent, your website admin, a friend who knows about online publishing. You want your heirs to not to feel overwhelmed, and knowing who to ask for help will be a tremendous relief.

Your books are Intellectual Property (IP) and as much a part of your estate as your furniture, fine china, and collection of Beanie Babies. Create a list for your notebook of all your literary properties, where and by whom they are published, and include both ASIN and ISBN numbers.

The copyrights stay in your name. After you shuffle off this mortal coil the clock starts ticking. Your copyrights (under current law) last another 70 years.

At the front of your notebook have a simple letter to your heirs, detailing how you’d like your IP to be handled.

Update this notebook as needed, and keep it in a secure location. Put a copy of your notebook on a thumb drive and put that somewhere else, like a safety deposit box or fireproof case.

Oh yes, and tell your heirs where they can find these items when you’re dead.

Will and/or Trust

You should have a will or a trust (or both). The decision on which to choose includes a number of factors you’ll need to discuss with your tax person and estate planner. One benefit of a trust is that it avoids probate. Another is that you can control how you want your IP handled, rather than have your heirs end up doing what they want with it. Your IP is placed in the trust and is governed by your specific instructions, not the whims of infighting heirs. (You may not think this could happen in your family, but I well remember the first words from my Gifts, Wills and Trusts professor in law school: “This course is about greed and dead people!” As with contracts—even (maybe especially) among friends and family—the wisest course of action is to get things down in writing. This goes a long way toward staving off ugly misunderstandings down the line.)

The executor (will) or the trustee (trust) should be someone who can understand the publishing business in order to keep watch on—and bucks flowing from—your IP. If you have a mature and trustworthy child you can train in the biz, that’s one option. A friend or colleague conversant with publishing is another. It takes time and effort to perform this service, so you’ll set up a fee. How much is a fluid concept. It can be an hourly rate, or a percentage of the net writing income (10% is a suggested baseline). For more details, see this article.

Then there is email to deal with—fan mail, requests for interviews, speaking requests. An auto responder can be set up to deal with most of these, but your executor/trustee should be prepared to respond to requests that can result in book sales (e.g., permission to reproduce a blog post).

And then there’s the matter of social media. You’ll want your website to stay live, but you have to figure out what to do with whatever else you’re involved with: Facebook, Twitter, Instagram, LinkedIn, TikTok, Pinterest, Goodreads, YouTube. If you have many of these plates spinning and you want to keep them going, you might consider appointing a distinct social media executor. Anne R. Allen has a tremendous post on that subject.

My social media advice is to pick one or two you enjoy and forget the rest. But that’s another subject altogether. Sue has some good notes on social media here.

Where The Money Goes

The money you make from writing goes into a bank account, hopefully yours. This can be a personal account or a corporate account. Regardless, you’ll need to set things up so the flow continues and the monies can be dispersed to your heirs. Consider making the executor/trustee a signer on your bank account. That way they become the “surviving primary account owner” and can continue using the account, and the money in it, without complications.

I know that’s a lot to think about. But the time to start thinking about it is now. Do a little bit each week. Read helpful articles online (three good ones are here, here, and here).

Take the steps. Because contra Woody Allen’s dictum (“I’m not afraid of death; I just don’t want to be there when it happens”) we’re all going to be there. Your heirs will be thankful that you made the proper preparations.

Comments welcome.

Top 10 Social Media Mistakes for Writers

Posted on April 18, 2022 by Sue Coletta

I’ve spent 12 years on social media. *cringe* In that time I like to think I’ve learned a thing or two. That’s not to say my social media presence is 100% perfect. Far from it. I am a flawed human. The trick is knowing where and how you went wrong, so you don’t repeat the mistake and destroy your social media platform.

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.

#6: Don’t be nasty, argumentative, or spread hate.

Self-explanatory. If you see something that angers you, keep scrolling. It’s simple. If you wouldn’t be nasty or spread hate in person, don’t do it online. If you would, please seek help.

#7: Mind your manners.

Please and thank you go a long way in life and on social media.

#8: Don’t try to be everywhere.

Learned this lesson the hard way. Back when writers were expected to be everywhere, I built a following on Facebook, Twitter, LinkedIn, Pinterest, Instagram, StumbleUpon, Google+, Reddit, Triberr, Alignable, etc. etc. etc. Lost hundreds of thousands of followers when some of these sites went dark, too.

Learn from my mistakes. Focus your downtime (not writing time!) on one or two sites you enjoy. Social media should be fun.

#9: Use Social Media Management Tools

Shortly after I wrote a post about Hootsuite, they changed their plans. I switched to Buffer. For $15 per month, you can schedule up to 100 posts across several sites. Money well spent. It takes time to schedule posts in advance. Save it for the end of the day (don’t use writing time!).

#10: Know Your Audience

All sites are not created equal. What works on one site, won’t work on another.

For example:

On Twitter, my blog articles drive a lot of traffic back to my site. But Instagram doesn’t allow active links in a post, so those same articles crash & burn.

My FB audience loves to laugh. I share murder memes, dark humor, and my love of crows, animals, and wildlife. Some things can be reposted to Instagram, some can’t.

On Twitter, I can’t share my Facebook posts or they might trigger my audience to attack.

One time, I caused an uprising by sharing a group promotion for novels featuring strong female lead characters. The image showed silhouettes of women in dresses. I did not create the image. The girl who formed the group did.

Nonetheless, it triggered massive outrage. “Your tweet degrades women!”

Are you talking to me? I’m a woman and don’t feel degraded by a dress or skirt.

“Why can’t strong women wear pants?”

They can. I do.

“Delete that sexist tweet now!”

Sexist?

“Shame on you!”

via GIPHY

You can’t argue with crazy. So, I created a new image for Twitter. It was either that or stop sharing the group promo. See what I’m sayin’? The original image on Instagram didn’t garner one negative response.

Bonus Tip

Automated private messages are never a good idea. Never. Pretend it doesn’t exist. In fact, you should never message a stranger. Are there exceptions? Yes, but it’s less intrusive to send an email. And please, for the love of God, don’t add followers to your newsletter list. It’s tacky and unprofessional.

Okie doke. Any tips to add, TKZers? Do you struggle with social media? Now’s the time to ask for help.

Writing the Tom Brady Way

Posted on February 6, 2022 by James Scott Bell

by James Scott Bell
@jamesscottbell

So Tom Brady has retired. He’s one of the few superstars who managed to go out on top and on his own terms. So many others have hung on past their primes as we averted our eyes—Joe Namath hobbling around on two bad knees for the Rams; Shaquille O’Neal lumbering up and down the court like a bear stuck with a tranquilizer dart (in a Celtics uniform yet!); Muhammad Ali getting his clock cleaned by Larry Holmes (who cried after what he’d done to his hero).

Brady steps away while still at the top of his game.

There is now no question (and you can just ask Sue Coletta if you don’t believe me) that Tom Brady is the greatest quarterback of all time. But he may be more—perhaps the greatest team athlete ever. Winning a Super Bowl (his seventh) with a new team at the age of 43? Are you kidding me? And all those amazing last quarter, come-from-behind drives—his greatest being Super Bowl LI. The Patriots were down 28-3 to the Falcons well into the third quarter. Brady took over and the Pats went on to score 31 straight points to win in overtime. Brady blasted previous Super Bowl records by completing 43 of 62 passes for 466 yards.

But what is most remarkable about Brady is how he defied and flummoxed all his critics by playing some of his best football in his forties. Back when he was an “ancient” 39, sports know-it-alls were saying he was about to “fall off a cliff” as far as his physical abilities.

Brady proved them all wrong. How? By an incredible, iron-willed discipline. Let’s start with what he put in his mouth. Brady was famous for his rather unique diet, which included avocado ice cream(!). A typical day looked like this:

Wake up and drink a 20 oz. glass of water infused with electrolytes.
Smoothie for breakfast chock full of berries, banana, nuts and seeds.
Mid-morning workout, followed by a protein shake.
Lunch and dinner comprised of 80% vegetables.
Water throughout the day. Nuts and seeds for snacking.
A hot cup of bone broth for added vitamins and minerals.
And avoidance of alcohol, pasta, cereals, dairy, trans fats, sugar, artificial sweeteners, and fast food.

Yikes! Not even the occasional apple fritter?

What else about Brady made him special?

He never stopped studying. He—perhaps along with Peyton Manning—is the most dedicated student of quarterbacking ever. Always in the film room. Always looking for the little things that would give him and his team an edge.

He was not the most gifted passer (Dan Marino probably was), or the nimblest out of the pocket (Patrick Mahomes). He wasn’t flashy (Joe Namath) or wildly entertaining (Brett Favre). All he did was get the job done and win. And he happens to own nearly all the passing records there are.

He was a model off the field, too. He avoided controversy, primarily because he is a dedicated family man and never let his tongue get out in front of his mind.

So what writing lessons can we draw from all this?

Discipline is the foundation. Are you willing to do what it takes to produce the words, day after day? Inherent talent is obviously a plus, but hard work and dedication will take whatever talent you have to its fullest expression. That’s the way it was with Brady. When he was told in college he’d be the backup quarterback at Michigan, he determined to keep working to be the best he could be. He later explained his mindset at the time: “Whatever role I play, whether it’s starting quarterback or demo quarterback, I’m going to work my butt off to help this team win the Rose Bowl.”

In his Instragram retirement message, Brady wrote: “There is a physical, mental and emotional challenge EVERY single day that has allowed me to maximize my highest potential. And I have tried my very best these past 22 years. There are no shortcuts to success on the field or in life.”

No shortcuts in the writing life, either.

Study is an X factor. Are you taking positive steps to grow in the craft? Brady spent hours watching game film and studying Surface tablets on the sidelines during games. Do you ever crack a craft book? Do you look at your own work, spot weaknesses, and figure out how to get better?

You can always come back when you’re down. Brady was never discouraged when the score was against him. He figured out ways to win. No one was better at reading defenses at the line of scrimmage. Are you able to shrug off disappointments and criticism, and keep on writing? Can you look at the obstacles and figure out how to defeat them?

Finally, can you control your messaging on social media, so you don’t mindlessly make a pigskin of yourself?

All of this is worth your time to consider. No, you probably won’t turn out to be the GOAT (Greatest of All Time) like Mr. Brady. But you can always do some of the things GOATs do—and get farther along than you may have thought possible.

So have a scoop of avocado ice cream, and think about it—and let me know what you think in the comments.

Merry Writing and a Snappy New Year

Posted on December 19, 2021 by James Scott Bell

by James Scott Bell
@jamesscottbell

Bob Cratchit’s Christmas Dinner, Edwin Austin Abbey, 1875

’Tis the season to be jolly.

Or is it?

One view is offered by Mr. Scrooge:

“Every idiot who goes about with ‘Merry Christmas’ on his lips, should be boiled with his own pudding, and buried with a stake of holly through his heart.”

Thanks, Eb.

At the other end of the spectrum is his clerk, Bob Cratchit:

Then Bob proposed: “A Merry Christmas to us all, my dears. God bless us!”

Which all the family re-echoed.

“God bless us every one!” said Tiny Tim, the last of all.

So what’s it gonna be? You gonna be merry or what? (Why do I sound like I’m grabbing your shirt?)

My favorite dictionary is Webster’s New Collegiate (1960). I have two copies, hoping somehow to preserve the language from the unrelenting lingual onslaught of these latter days. I’ll be the one standing on a hill, waving them around, shouting, “Try and get ’em! Just try!” (Please bury me next to a small town library.)

Here is the definition of Merry:

adj. 1. Pleasant; delightful; of sounds, etc., sweet; of a wind, favorable. 2. Mirthful. 3. Amusing; funny. 4. Marked by gaiety or festivity.

Who doesn’t think we need a little more merriment these days? In life and in writing.

I’ve quoted this before but it’s worth another look:

In the great story-tellers, there is a sort of self-enjoyment in the exercise of the sense of narrative; and this, by sheer contagion, communicates enjoyment to the reader. Perhaps it may be called (by analogy with the familiar phrase, “the joy of living”) the joy of telling tales. The joy of telling tales which shines through Treasure Island is perhaps the main reason for the continued popularity of the story. The author is having such a good time in telling his tale that he gives us necessarily a good time in reading it. — Clayton Meeker Hamilton, A Manual of the Art of Fiction (1919)

How do you get that merriment into your writing? One way is to get so invested in your characters that you can’t wait to see them live and breathe. I believe it was Dwight Swain who advised that whenever your tale is getting to be a slog, do some character work until you get excited again—and you always will.

Another method: Pause occasionally in your plot and ask How can things get worse? That’s how we novelists really get merry—by coming down even harder on our characters!

Another thing you can do is pitch your story to a friend or loved one. I don’t mean the 30-second elevator gab. I mean tell them the story right up to where you are in the manuscript. Try to notice two things:

Are you enjoying telling the story?
Is your audience rapt? Or are they squirming around like they want to check their phones?

Use the answers to these questions to fix what needs fixing. That brings its own kind of joy.

And a Snappy New Year.

snappy, adj., 1. Snappish. 2. Colloq. Full of snap, or life, briskness, pungency, smartness, etc.; as, snappy conversation.

Apply this to your social media. We know that we have to be “out there” in some fashion. Agents and publisher expect it. So do readers. The temptation is to blunder around without thought or plan, thinking that the world is waiting with bated breath to hear whatever jumps to the top of your head five seconds ago.

It isn’t.

Revisit Sue’s advice on these matters. As she notes: “Always conduct yourself as a professional, but don’t hide the real you while doing it. There’s so much garbage and negativity on social media.”

So be brisk, snappy, funny, pungent. If you share an opinion, do it with style and even a little humor. Be someone who’d be a welcome guest at any gathering.

Don’t be a dullard, a dolt or a diva.

Hey, how’s that for a snappy ending to TKZ 2021?

Thank you for all your support over this last, challenging year. I speak for all of us at TKZ when I say your hearty and helpful comments create a welcome oasis in the vast internet wilderness. It’s a pleasure to commune with you each day on all things writing and publishing.

We now take our annual two-week hiatus. May this season be full of abundant blessings for you and yours.

See you right back here on January 3, 2022!

Save Time on Social Media

Posted on November 16, 2020 by Sue Coletta

The biggest complaint about social media is that it’s time-consuming. While I agree, there are tools to help speed up the process. With Social Media Management tools, we can spend a few minutes each day (or weekly) scheduling posts to go live while we’re busy with other things. Then all we have to do is check in here and there to engage with our audience. These apps help us to appear active on social media without absorbing large chunks of time.

My favorite social media management tool is Hootsuite. The free plan allows us to schedule up to 30 posts, which is plenty for a week. Once a post goes live, Hootsuite deducts it from our total. We can add three accounts (Twitter, Instagram, LinkedIn, Pinterest, etc.). Please note: As of September 11, 2020, Facebook no longer allows third party access. Figures, right? They’re the biggest time-suck of all.

We learn better with visuals, so let’s dig in.

Adding social media accounts is easy. In the Hootsuite dashboard go to Account. See my tiny photo in the bottom left corner? That’s where “Account” is located. Hootsuite will prompt you to add accounts. Once they’re added you can find them under “Private social accounts.” Ignore “Share Access” unless you have a VA or personal assistant to manage your social media.

The left column is our toolbar. Ignore the trophy for now. That’s where you can upgrade to the paid plan, but it’ll cost ya $29. monthly.

The icon below the trophy is where we create posts. I don’t use Hootsuite for Pinterest, but if you want to, this is also the place to create pins. When you click “Post” it’ll open this screen…

Some folks post to all their accounts at once, but I don’t recommend it. Each social media site has different requirements. For example, Twitter has a character limit and it’s best to only use 1-3 hashtags per post. Instagram has image restrictions and the more hashtags the better.

I’ll show you an easy way to repost the same article to different platforms later. For now, choose one account to “Post to.” Then drop down to “Text.” If you add your link first, Hootsuite will grab the image off the article. Or you can upload a new image. Another nice feature of Hootsuite is the built-in link shortener. Highlight the link and click “Shorten with Ow.ly.” Easy peasy.

I create my own images, but that’s a personal preference. If your article doesn’t have an image, don’t fret. Hootsuite comes with its own media library. Click the words: “Open media library” and the library will open in the preview window (where Kermie’s praying).

Now, suppose the image is too big. No problem. Click “Edit image” and tweak it until the image fits in the preview window. Once we’ve told Hootsuite which social media account we want to post to, it guides us.

To the left of “Edit image” is “Create alt text.” Alt text makes your content more accessible and improves the SEO. Describing your images also helps people with disabilities to engage with your content.

Next, we have the option of posting now or scheduling to post later. Rarely, if ever, do I immediately publish. My favorite thing about Hootsuite is its ability to publish posts while I’m writing.

When we click “Schedule for later” this window pops up…

As you can see, I scheduled this post for Wed., Nov. 18 at 1:05 p.m. Click “Done” then “Save edits” and you’re done.

Let’s go back to the left sidebar. The icon below Create Post is Streams. Which looks like this…

We build boards however we want. I created a separate board for each social media account and then one complete board to show all my connected accounts on one screen. The above image shows only my Twitter board. I’m using it to show you another cool feature. The three columns to the right are called Streams, which we configure to suit our individual needs. There are several available options. I chose “My tweets,” “Mentions,” and “Retweets.” Play around with the configuration till it works for you.

On the sidebar the next icon down is Publisher. Here’s what it’ll look like once you’ve scheduled your posts…

I like to stagger my publishing times so it doesn’t feel automated to my audience, but that’s another personal preference. You may want to schedule every day at noon. Hootsuite allows us to schedule posts at any time of the day or night. If you need to reach readers in a different time zone, then schedule posts to go live while you’re asleep. 🙂

Okay, here’s the handy trick I hinted at earlier. Hootsuite allows us to duplicate posts to publish on a different platform. With the Publisher open, click any post you published or scheduled, and the following screen opens.

By clicking the three dots in the upper righthand corner next to “More options” the “Duplicate” box pops up. By clicking “Duplicate” it opens the post as it appeared when we published or scheduled it. Only now, it’s in a New Post format.

In “Post to” swap one social media account for another. As I mentioned earlier, you may need to tweak the image and add/subtract hashtags, but that’s it. Either “Post now” or “Schedule for later.” Or we can leave the post as is and just schedule it to go live again on a different time/day. Duplicating posts saves us from having to create 30 new posts per week, if we’re only scheduling on a weekly basis.

With the free plan, we also have the option to schedule a new post as soon as a previous one publishes. As long as we don’t climb higher than 30 posts scheduled at one time, we’re good. An upgrade comes with more bells and whistles but $30 for this and $30 for that adds up after a while.

Once we schedule the duplicate post, Hootsuite brings us back to the Publisher. At the top click “Content” and all our published posts show on the screen.

We can filter by social media account or view Drafts, Scheduled, or Past Scheduled posts.

Hootsuite offers numerous ways to save us time. I’ve only scratched the surface, but I’m trying not to overwhelm you. These steps may seem like a lot of work. They’re not. Once you get used to creating posts, you’ll zip right through the process. Remember the 80/20 rule, 80% valuable content, 20% book marketing (90/10 is even better). If you struggle with the 80% part, post a quote from the book you’re reading (include title/author). Or share a blog post or pet photo. The point is to keep your audience engaged.

I’ve only concentrated on one social media management tool, but there are others. Some free, some paid. If you’re still hopping from one social media site to another, you’re wasting valuable writing/research/reading time.

If you haven’t tried a social media management tool yet, I hope this peek into Hootsuite demonstrates its time-saving benefits. Do you use social media management tools? If so, what’s your favorite? Any tips to share?

Video Marketing and Social Media Tips

Posted on October 19, 2020 by Sue Coletta

Videos make a lasting impression. We live in a visual, media-rich world. Marketing via video continues to rise. Experts say 86% of all content will be in video format by 2022. Let’s look at current trends first, then move on to how writers can dip their toes into video marketing without suffering a panic attack. BTW, if you missed John’s clear and concise post about Zoom, be sure to check it out.

Video Trends

Instagram and Facebook Stories allow users to share short-form, vertical videos that disappear after 24 hours. Instagram Stories have 500 million active daily users. I know! That number shocked me, too.

Stories should be informal, relaxed, and allow viewers a quick snapshot of your day or a behind-the-scenes glimpse of your world.

Optimize for Mobile Users

There’s a higher demand for vertical videos that fit on mobile screens. Why? Because 75% of users watch videos on their phones and vertical fits better than horizontal.

Length

Try to keep marketing videos to under two minutes. The shorter the video the greater chance of viewers watching till the end. This “rule” can change according to platform. On Facebook, if you run over, I wouldn’t worry about too much unless it’s an ad. Ads should be kept as short as possible. On Twitter and Instagram, keep it bite-sized.

Live Video

Eighty percent (80%) of shoppers say they’d rather watch a live video than read a blog post. Shoppers age 18-34 watch live content daily.

Optimize for Hearing Impaired

Add captions for the hearing impaired. This tip will also add clarity if the speaker has an accent. Plus, some viewers prefer to watch video with the sound off.

YouTube

As far as SEO — Search Engine Optimization — goes, YouTube tops the list. To give you some idea of why, YouTube is the world’s second-largest search engine. With this in mind, I created a nonfiction book trailer, uploaded it to YouTube, and shared the video across social media.

As you can see, I didn’t include captions like I should have. Yet, after I posted this video, the book rose to #1 New Release, proving (at least, to me) we can veer away from these “rules” and still be effective.

Writers & Social Media

Whether we like it or not, social media is a must for writers. With fewer book retailers, the discoverability of books depends on the author’s online footprint. Regardless of genre, it’s a fact that social media buzz directly impacts sales. More than 40% of book recommendations come from word-of-mouth, which often originates online.

Whenever a fellow writer asks me for help with social media, my top tip is to be yourself. Be genuine. Social media should be fun. If you’re not enjoying yourself, people will notice.

Always conduct yourself as a professional, but don’t hide the real you while doing it. There’s so much garbage and negativity on social media. As writers, we need to rise above it and not get swept up in a pissing match over political views or coronavirus facts vs. misinformation. If we’re not careful, our opinions on certain subject matters can and will hurt our writing career. Non-writers view us as neutral, and we need to live up to that standard.

You might say: Gee, we’re not even allowed to have an opinion? Of course, we are. What we don’t need to do is broadcast it all over social media. Same goes for complaining about rejection letters, querying, writing, marketing, books we didn’t enjoy, critiques, fellow writers, etc., etc., etc. Use social media as if the whole world is watching, because the whole world IS watching.

The follow-up question I most often receive is, “Be genuine, got it. But how do I let readers know the real me?”

The answer is simple. Share your joys, your passion, your excitement. For example, I recently shared a video of my first reaction to opening the box of PRETTY EVIL NEW ENGLAND paperbacks. I broke almost all the “rules” stated above here, too, but my Facebook audience didn’t care. They loved being included.

Your turn, TKZers! What are some ways you’ve used video marketing?

Join the giveaway for a chance to win the paperback of Pretty Evil New England: True Stories of Violent Vixens and Murderous Matriarchs. Winner will be notified via email and announced in my November 2, 2020 post. Good luck!

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Social Media, Blogging, and SEO Tips

Posted on October 30, 2017 by Sue Coletta

Posted by Sue Coletta

One year later, in 2016, Clare shared what’s acceptable for authors on social media and what isn’t. Jim showed us the dangers of social media, and how it can consume us if we’re not careful.

In my opinion, the correct answer is yes.

I’ve seen authors who don’t even have a website, never mind an updated blog. This is a huge mistake, IMO. It’s imperative to have a home base. Without one, we’re limiting our ability to grow.

BLOGGING

My solution was to widen my scope to things readers would also enjoy, like flash fiction and true crime stories. Who doesn’t like a good mystery?

SEO MATTERS

Tips

every post should have at least one inbound link and two outbound links; we highly recommend speaking to a digital marketing agency such as OutreachPete.com to get guidance on how to build these links.
send legacy blogs a pingback when linking to their site;
never link the same words as the post title or you’ll lessen the previous posts’ SEO (note how I linked to previous TKZ posts in the 1st paragraph);
use long-tail keywords rather than short-tail (less competition equals better traffic);
using Yoast SEO plug-in is one of the easiest ways to optimize a blog’s SEO;
self-hosted sites allow full control of SEO, free sites don’t;
remove stop words in the post slug (for example, see the permalink for this post); I’d also recommend removing the date, but that’s a personal preference;
drip marketing campaigns drive traffic to your site;
slow blogging drives more traffic than daily blogging (for a single author site);
consistency is key — if you post every Saturday, keep that schedule;
use spaces before and after an em dash in blog posts (not books);
use alt tags on every image (I use the post title, which should include the keyword); if someone pins an image, the post title travels with it;
link images to post and book covers to buy link;
white space is your friend; use subheadings, bullet points, and/or lists;
longer posts (800 – 1, 000 words min.) get better SEO than than shorter ones;
using two hashtags on Twitter garners more engagement than three or more;
protect your site with SSL encryption (as of this month, Google warns potential visitors if your site isn’t protected; imagine how much traffic you could lose?);
post a “SSL Protected” badge on your site; it aids in email sign-ups;
via scroll bar or pop-up, capitalize on that traffic by asking visitors to join your community, which helps build your email list;

THE 80/20 RULE

Most of us are familiar with the 80/20 rule. 80% non-book-related content; 20% books. My average leans more toward 90/10, but that may be a personal preference.

On Fridays, she posts formal rejection letters to birds who didn’t make the cut. With her permission, here’s an example:

Dear Mr. House Sparrow,

I regret to inform you that though your ‘fierce look’ holds merit, it far from meets the requirements for entry into the Mad Bird Competition. Please practice your mad looks and resubmit.

Sincerely,
M.R. Grackle
1st inductee into the Mad Bird Hall of Fame

It’s a blast! I look forward to these posts every week. As such, I’m curious about her books. See how that works?

In the next example, I asked, “What’s everyone doing this weekend? No words, only gifs.” Have fun on social media. The point is to engage your audience.

Over to you TKZers. How do you approach social media? Would you be interested in more SEO and blogging tips?

Women impaled by deer antlers, bodies encased in oil drums, nursery rhymes, and the Suicide King. What connects these cryptic clues? For Sage and Niko, the truth may be more terrifying than they ever imagined.

CLEAVED, Grafton County Series, Book 2, is on sale for $2.99.

Writers on Social Media: Does It Even Make a Difference?

Posted on June 28, 2017 by Laura Benedict

Posting on social media can feel like you’re sending up hundreds of trial balloons. Which will return?

Today I want to share some thoughts with you about a writer’s role on social media. I’ll start with my experience and understanding of it, but I’m very curious to know what your thoughts and experiences are, so there are lots of questions for you at the end. Also, just to say, whatever you put on the internet, look into using something like a privacy tool to help reduce the risk of your data or any other form of work being stolen or invaded. It’s just about being safe online.

I’ve been very active in social media since 2006 and MySpace. I liked MySpace a lot. It was new and fun, and I dove right into it as soon as I signed my first book contract. Author book promotion was in its infancy, and I gained reader, writer, and social connections. Other emerging writers and I were all trying to figure out book promo/social networking together. I blogged there several times a week, usually writing long, long pieces that were very essay-like. Telling stories on myself. Talking about learning to write, and the publishing process. When MySpace began to wane, I—and many other folks—drifted to Crimespace and eventually Facebook. Group blogs like Jungle Red Writers and Murderati sprang up. (Forgive me if I don’t know when Kill Zone began, but I know someone here will be able to say.) I started my own Blogspot blog, where I added interviews and book reviews. Last year, I moved my blog to my (fourth) website.

That all sounds like ancient history doesn’t it? Maybe I’m just old, but the pace of change on the Internet sometimes feels inconceivably fast. The rules—especially the rules for author promotion–change constantly. But the biggest rule is that there are no rules because things move so quickly that there’s little time for non-professionals to figure out what works before things change again. You would think publishers would have entire departments full of professionals that have this stuff figured out, but you would be wrong.

There’s a genuine expectation—sometimes stated, sometimes just understood—for authors to be active on social media. For now, author social media outlets have stabilized: Facebook, LinkedIn, Twitter, Pinterest, Instagram, Goodreads. I don’t know many authors who are very active on Google +, or Snapchat—well, I tried Snapchat and it made me crazy. Some Instagram authors can also use websites like Kenji to boost their content out to people that it would never reach before and may even one day become a key influencer because of it! If there are other very active platforms, please let us know. (Oh, and if someone could help me figure out Instagram Stories so I don’t end up just taking live video of my shoes until I freak out and turn it off, I’d be eternally grateful.)

While many people in the writing/publishing business strongly believe that social media doesn’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.

Making content choices is tough. And how much me should my audience have to bear? Where is the balance between plucking out articles that might interest the people who might be interested in my writing, and sharing bits of my life that might actually make me human and likeable? The whole thing feels a bit cynical to me.

I do like this quote from Amy Cuddy’s deservedly influential book, Presence: Bringing your Boldest Self to your Biggest Challenges. “When we are trying to manage the impression we’re making on others, we’re choreographing ourselves in an unnatural way. This is hard work, and we don’t have the cognitive and emotional bandwidth to do it well. The result is that we come across as fake.”

Coming off as fake is never, ever good.

Be an individual. Be yourself.

As someone born in the sixties at the tail end of the baby boom, I grew up reading books and newspapers, and watching television and films. No one knew anything about authors. They rarely showed up on television, and if they did, they were already super famous. It was a time when public images were carefully crafted by publicists, agencies, network people, and record labels. Image crafting now begins at birth. Children—and not just celebrity children—have their own Snapchat and Instagram accounts curated by their parents. Soon after, kids learn how to use phone cameras, and take selfies. And they’re not posting pictures of their dirty bedrooms. They’re curating their lives, using images for complaints (school lunches) or self-gratification (I’m wearing blue and puce eyeliner every day this week, and check out my #hairfail hahaha!). They learn early to make their lives appear as they want them to appear. Who knows what’s real?

An entire generation is learning to promote without actually having something to promote. We writers have a LOT of competition for time, interest, and dollars. (Because a lot of people on social media are selling something, or their sponsors are.)

Personally, I don’t remember ever purchasing a book after seeing it on the author’s social media, unless I had already planned to buy the book. Fiction writers seriously are not the best representatives of their own writing—and, of course, their ultimate goal is always to sell me their books. I’m more likely to buy books after reading reviews, associated news stories or essays, coming upon compelling covers, or listening to word-of-mouth from booksellers or friends (sometime even social media friends), or other people I respect.

I buy into the notion that maintaining an active social media presence—including one on one contact through newsletters—is part of a professional writer’s job. But how little is not enough, and how much is too much?

All right. I asked for your help, but I’ve done a whole lot of talking. Now it’s your turn. I have many discussion questions, so feel free to pick and choose. I can’t wait to read what you have to say.

How important is it for a writer to have a strong social media presence?

If you participate, are you programmatic about it?

Do you enjoy it?

How much time do you spend on it daily, and/or weekly?

Who are some writers that you see doing a great job at social media?

And the $64,000 question: Have you ever bought a book because of an author’s social media posts?

**Photos via GoDaddy Stock

Playing with Pinterest

Posted on June 3, 2015 by Nancy J. Cohen

Nancy J. Cohen

Pinterest might be the third most popular social network after Facebook and Twitter. It’s an online pin board where you post photos along with a description. The photos link back to the source. Go here to set up a free account: https://www.pinterest.com/

To find people you know, go to your friends’ sites and search through their followers. Follow any familiar names. Or on the left, click on Find Friends or Invite Friends to Pinterest. If you don’t see these features, click on the gear shift arrow in the upper right corner and then on Find Friends.

Go here to Follow me: http://pinterest.com/njcohen/

To gain followers, follow other people’s boards and repin their photos. If you click on the little heart by the photo, it means you Like their photo. Clicking on a photo brings up a comment box.

Create your boards. Suggestions for topics can include My Books, Books by Friends, Coming Next (your WIP), Favorite Places, The Writing Life, Book Tours, Books I’ve Read, Food, Hobbies, Travels, Crafts. Browse by Category to get ideas. On the right of the search bar, click on the arrow beside the three lines. A category list will pop up. Or see what your favorite authors feature and copy their topics.

I like to do storyboards for my books. Check out my boards, and you’ll see what I mean. This is a fun activity. It gives me and my fans a visual reference for my books. I’ll use some of the same photos I buy from royalty free sites for my video trailers and mix them with photos I’ve taken personally or that others have pinned.

To get to your Boards, click on your name in the upper right corner. Find the Board you want to change and click Edit. Here you can add a description to the board.

To access the photos, double click on a board. You can add a pin to this board or edit the photos that are there. When you add a pin, you can also post it to Facebook or Twitter. Click on the pencil on the upper right corner of a pin to edit. If you upload your own photo, go in and edit it to add a description and website link. When you want to post your own book cover, do it from an online bookstore so the source leads back there.

Get the PinIt badge to put on your toolbar. Use it to pin photos from around the Web. On the right of the search bar in Pinterest, click on the arrow beside the three lines. Choose About, and then Browser Button. Also make sure the photos on your sites are pinnable by having the Pinterest share option appear on each post or website page. Get Share buttons at http://www.sharethis.com or http://www.addthis.com

Caution: Do not pin copyrighted material. Make sure the source is listed. Upload your own photos or Repin someone else’s, or buy royalty free images. If in doubt, refrain from pinning.

Manage your pins if you wish on Tailwind: http://www.tailwindapp.com/pinreach

Pinterest can be fun once you start playing with images. It can also be so much fun looking at the pictures on display that you lose all sense of time. So be sure to do your workload for the day first, and plug in Pinterest along with your other social networking. I hope to see you there!