Social media is hot. It is the number one activity on the Internet. Businesses are jumping on social media to promote their products.
Authors and publishers are doing the same. However, many individuals are using social media to try to promote products or services without understanding the fundamental difference between traditional advertising and marketing on social media.
With traditional advertising, businesses showed off their products. Think about advertisements that you have seen on television, heard on the radio, or read in magazines and newspapers or on billboards. Consider the direct mail postcards and flyers you receive in your snail mail box. All of these advertisements shout about the product. They all say, “Look at this.” and “Buy this product.”
Social media marketing does not use traditional marketing strategies. Social media is conversation-based.
Think of social media as a large social gathering, much like a party.
At a party, savvy individuals do not go up to strangers and say, “Hi, I’m an author and you should buy my book.” Rather, individuals engage in small talk and find common ground to converse about. If an opportunity presents itself, an individual will often divulge what they do for a living. If the other party in the conversation is interested in learning more, they will ask for more information.
That’s the way social media works. It’s a conversation.
If you are going to use social media to market your products, be conversational. Don’t shout about your books. Rather engage with others. Listen and respond. Add value to others lives by sharing information that is interesting and useful.
Once people have made a connection with you, then they will be interested in what you do. Only then will they be open to hearing about and looking at the books you write or publish.
Social media is not about showing off your products. It is about connecting with individuals. Connections build trust. Trust builds confidence. Confidence brings readers.
So be human on social media. Engage in conversation, share interesting information, and books sales will follow.