Are You Using the Right Social Media Channel?

Using social media to promote your books is a smart marketing strategy. Social media is a great way to gain exposure for you and your books. One survey found that 90% of marketers report that investing in social media has a direct impact on their revenue.

Facebook, Instagram, Twitter, Pinterest, LinkedIn, YouTube, and Snapchat—with so many to choose from, how do you know where you should spend your time and energy?

Are You Using the Right Social Media Channel?

Which social media platform(s) you choose to spend your time on should be driven by the audience you are trying to reach. However, not all social media sites are great for businesses. According to Social Sprout, people tend to follow brands and companies on some sites more than others. Here is the breakdown:

  • 66% follow brands on Facebook
  • 41% follow companies on Instagram
  • 35% of people follow brands on YouTube
  • 32% follow companies and brands on Twitter
  • 17% connect with brands on Pinterest
  • 14% follow companies on Snapchat
  • 6% follow companies on LinkedIn

Based on these statistics, authors and publishers should choose and focus their time among Facebook, Instagram, YouTube, and Twitter, as these sites have the greatest percentage of users following companies and brands.

To decide which of these channels you should invest the most time in, consider your target audience’s age.

Baby Boomers

If you are trying to reach Baby Boomers (those over 54 years of age), this group prefers Facebook. However, only 37% of people over age 65 use any social media. If this is the age-group you are trying to reach, then you should not spend the bulk of your marketing time and energy on social meda. Stick to more traditional marketing strategies.

Generation X

Surprisingly, Generation X (ages 38 to 54) spends more time on social media each week than Millienials according to Nielson data. This group spent nearly an hour more each week on social media. Facebook has the most Generation X users, followed by Instagram.

Millennials

Millennials (ages 22 to 37) rule Instagram. There are over 30 million Millennials on this social channel. Instagram boosts a higher engagement rate per follower than Facebook does, however, the channel does not allow clickable links in captions.

Over half of all Instagram users are aged 18 to 29.Twitter is another good channel for reaching Millennials. Twitter’s largest segment of users are between the ages of 18 and 29.

Generation Z

Generation Z (ages 6 to 21) prefer YouTube over all other social media channels. According to a survey by Visual Objects, YouTube is the most visited website by people age 18 to 24 years.

This generation also likes both Snapchat to Instagram. While there are nearly four million more teens on Snapchat than on Instagram, teenagers appear to use both channels regularly.

You have limited time and energy to spend on marketing and on social media. Choose the channel(s) you use carefully so that you have the greatest exposure to the people you are trying to reach with your message.

Related Posts:
Are You Using Social Media Correctly?
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How to Improve Your Social Media Success

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Photo courtesy of geralt.

Proof! Author Platform Building Works

Do you have a moment? There is something I need to tell you.

Thus began the conversation I had with an attendee at the recent Greater Philadelphia Christian Writers Conference where I was teaching. The conferee speaking to me had attended another writers conference I had taught at earlier this year. At that conference, I had taught principles from my MCB University’s on-demand seminars Develop an Audience for Your Books and Grow Your Audience with Content Marketing.

This conferee told me that at the conference earlier this year, I had given her two simple steps to follow to begin to build her author platform. I told her to write a blog post once a week and share it on social media. She reported that she had followed this advice and now she was on week 19.

I asked her if anyone was reading her blog posts. She replied that her friends were reading, commenting, and sharing her posts. I replied that this was a great start.

This conferee went on to tell me that a magazine had contacted her and asked if they could reprint one of her blog posts in their publication. She was delighted to give them permission.

Then an organization contacted her and asked her to come speak on her topic. She thought they would want to interview her on the phone when she contacted them, but they simply proceeded to set her up with not one speaking opportunity, but five. She shared with me that she assumed that her blog posts and website made them decide without an interview.

I was thrilled for this emerging author. Even before she has published her first book, she is getting published in a magazine and has received speaking engagements—without even seeking these opportunities out—all from building her platform through blogging and sharing what she has blogged.

I share this because it is encouraging feedback and it gives other authors hope. If you are writing about things that resonate with your audience and provide hope, people will respond. The efforts you put into building and maintaining your author platform will pay off.

If you are unsure about how to go about building your author platform, I suggest that you watch my on-demand seminar on Grow Your Audience on Content Marketing. As always, these on-demand seminars are free to Members of Christian Small Publishers Association (CSPA).

Related Posts:
Are You Developing an Audience?
Are You Using This to Build Your Author Platform?
Do You Need Marketing Confidence?

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Photo courtesy of Cytonn Photography.

Are You Using Social Media Correctly?

Contrary to popular belief, social media is not a marketing channel.

You are probably thinking, “What?! I thought social media is how you build an audience for books.”

Exactly! Social media is an audience building tool, not an advertising tool. Unless you are purchasing ads on social media sites or offering your followers an announcement or special on your books, the information you share via social media should not be broadcast marketing messages.

Many authors don’t understand this concept. These authors use social media to shout about their books. Recently, an indie author had the courtesy of asking if she could post about her book on Christian Small Publishers Association’s (CSPA) Facebook Page.

This author wrote:

“Good evening! I’d love to post a blurb about a faith-based children’s book that I wrote and published on your Facebook page. Is this something you allow publishers to do?”

I wrote her back and informed her that the purpose of CSPA’s Facebook Page was a place for sharing information and encouragement related to publishing and marketing Christian books, not a place for book promotion. The author then asked:

“Do you happen to know of any Christian associations that do allow promotion for books of faith? I have self-published and am having a hard time getting the word out there.”

This author was not a Member of Christian Small Publishers Association (CSPA) nor are the Members of CSPA her target audience. She has no relationship with the audience for the CSPA Facebook page and was simply trying to use the Page to advertise her book.

Getting the word out about your book is not an easy task. However, posting information about your book on various social media pages, wall, and feeds is not the answer to this problem.

Social media is not a sales channel. Rather, social media is a marketing support. It is best used as a channel to amplify your message and broaden your visibility and exposure.

It’s like being a speaker at an event. As a speaker, you are there to share information and entertainment with the audience. Yes, you can mention your books, but that is not the focus of your talk. Instead, you are sharing your knowledge and experience with the audience.

Social media is to marketing what the microphone is to your speaking. The microphone allows more people in the audience hear what you have to say. The same is true for social media. It makes what you are already saying louder so more people can hear.
People do discover products on social media and then buy them. In fact, one survey found that 78% of surveyed adults discovered a product on Facebook (compared to 59% on Instagram and Pinterest). Over half of these people ended up buying the product later, but only 11% did so immediately.

As an author, you want to use social media to develop an audience that trusts you and looks to you for answers. These answers come in the form of your books. If you use social media correctly, you will enlarge your audience and expose more people to your books—and some will buy!

Related Posts:
7 Social Media Facts You Should Know
Dear Miss Guided
Is Social Media a Waste of Time?

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