Many authors wonder whether the time they spend on social media is treasure or trash. Few can directly equate time spent on social media with increased book sales. For most, increased time on social media does not usually correlate to an uptick in book sales.
How do you determine which social media sites to engage on and how much time to spend there?
There are no hard and fast rules to these questions. However, the following information may help you shape a useful plan for yourself in regards to which social media platforms to use and expectations for the time you spend.
1. The world has embraced social media.
The company, We Are Social, tracks internet and social media usage worldwide. Below is their chart showing that 50% of world’s population uses the internet and three-fourths of these internet users (37% of the world’s population) are actively engaging on social media online.
2. A majority of Americans use social media.
The Pew Research Center tracks social media usage in the United States. Their studies show that ten years ago, only 7% of Americans used social media. That number grew to 65% in 2016, with 76% of U.S. internet users active on social media.
3. Facebook remains the most popular social media site across generations.
According to Sprout Social, some 65% of Gen Xers and Baby Boomers report that Facebook is their favorite social media site, while 33% of Millennials rate it as their favorite.
4. Facebook has a greater engagement rate per follower than Twitter or LinkedIn.
Instagram has the greatest engagement rate of all the social media sites—an average of 50 interactions per post per 1,000 followers. However, Facebook’s engagement rate is higher than Twitter or LinkedIn. According to TrackMaven, Facebook’s boasts an average of five to six interactions—likes, comments, and shares—per 1,000 followers per post, while LinkedIn’s rate is three interactions per 1,000 followers and Twitter’s is one per 1,000 followers.
If you are an author, you should be using social media as one strategy to connect with readers and draw people to your books. It’s a medium you can’t afford to overlook since the majority of internet users engage in social media usage.
I believe that knowing the average number of interactions per 1,000 followers for each social media site is valuable information. These figures let you know whether your social media interactions are above average, average, or below average. This knowledge can help you evaluate your social strategy and make adjustments to improve your engagement rates.
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