“I have heard that social media is important for authors to use in promoting their books, but does using it really help authors sell more books?”
The independent author who asked me this question did not use social media. She had heard that it was important, but she wanted more evidence that spending her time and energy on social media would help her sell more books.
Sadly, I could not give this author hard and fast evidence. While 90% of marketers say social media is important to their business, according to The CMO Survey up to 80% of marketers said they were not able to measure a return on their investment. Basically, a lot of marketers—authors included—are investing time and energy on social media, yet they cannot definitively say doing so has helped them sell more books.
The Harvard Business Review conducted 23 experiments over the past four years. They wanted to know whether attracting and engaging followers on social media leads to increased sales. The researchers focused on Facebook since it is the dominant social network. Here is what they found:
- The act of following a brand on Facebook does not affect a customer’s behavior or lead to increased purchasing behavior.
- Seeing a friend like or engage with a brand on Facebook had no effect on purchasing habits of other friends.
- Boosting or advertising brand content to followers can have an impact. When a brand paid Facebook to display two posts each week to their followers, they found increased participation or spending.
Here is my takeaway from this research.
1. Social Media is about building an audience.
Authors should use social media to build a following, an audience. Don’t expect your social media posts to translate into book sales. Instead, the purpose of your social media posts should be to drive your audience to your website where you can convince them to sign up for your email newsletter. Email newsletters have a much higher conversion rate (engaging recipients to buy your book) than social media posts.
2. Enhancing your social media efforts with advertising provides the best return for your time and energy.
For the best return on your social media efforts, paying for advertisements shown to your followers on social media sites will help increase sales. In other words, social media use combined with paid advertising is the most powerful combination for encouraging your followers to buy something.
So, to answer the question whether social media really helps authors sell more books, the answer is: Not by itself. Social media alone is not enough, you must combine your social media efforts with other marketing efforts—including purchasing advertisements—for your invested time and energy to pay off.
Photo courtesy of Damian Zalesky.