Author Etiquette - Social Media Management: Before Your Release

by Jennifer 30. August 2017 08:47

I keep saying on this series that being an author is a lot of work. Quite a few people don’t understand that. The perception is, once a book is written, it gets published, and then people buy the book and the money rolls in. But that’s only the very basics of what happens. There’s a thousand other steps in becoming a published author. And one of those is managing your social media.

 

Most of us are very familiar with social media. We use it to connect with old school mates, co-workers, and family. But social media can connect you with even more people than just your close circle. It can connect you with people all over the world. Many of which could be potential readers. It is a tool that you can use to increase your readership, which is very important for any author.

 

But how do you manage it? Do you just blurt out your news every hour of the day? Do you set up some kind of schedule? Do you have to be online ALL DAY?

 

Well, it all depends on where you are at in your publishing schedule.

 

There are three main phases of social media management: before your story comes out, during release, and maintaining your presence after the release. While some of the steps overlap, there’s some definite differences in how you approach social media during those time.

 

Today we are going to discuss what to do before a release.

 

Getting Started

Before you have a release out, you need to make sure you have a social media presence in the first place. What this means is, you have accounts set up, you are actively using them, and you have followers. This can be a very difficult step for some authors but it helps tremendously when you are trying to promote your work.

 

First, if you do not have any social media presence at all (which I have encountered before), open up a free blog (if you don’t have a website already) and sign up for the most popular social media platforms. Facebook, Twitter, and Instagram are a few of the most popular for authors. Look up friends, family and some popular authors and friend/follow them. Join some groups. Interact with other people on the internet. This will gain you a presence in the platform you are using.

 

Next, if you haven’t already, create a professional page on Facebook. Lots of reasons to do this but some of the most important are:

  • Keeping your private and personal spaces separate

  • No limit on followers

  • The ability to promote your work without being slapped on the hand by Terms of Service issues.

Lastly, use them. Social media is useless as a tool if you are not posting and connecting with people. Post something on your blog once a week, even if it’s an update on writing progress or a photo you took with your phone. At least once a day post something on Facebook and Twitter, even it’s liking a few posts or retweeting.

 

Now that you have those setup let’s take a look at some of the things you need to do before a release.

 

Before

Every author should maintain a social media presence, even if it’s a minor one. This assists you in a variety of ways, but mostly it’s to attract attention to you. If you have no presence at all, you are fighting an uphill battle to get noticed by readers as well as publishers. And in this day and age agents and publishers look to see if you have a presence on social media channels.

 

So what do you do before your book comes out?

 

Simple. Interact with people. While you are writing the book, post about some of the pitfalls you’ve encountered. Join some groups that discuss promotion ideas. If you have other hobbies, join and interact with those as well. Go ahead and announce when you write “The End.” Grumble about edits and how you didn’t notice that HUGE plot hole the beta readers caught. Post photos of your pets or what you saw on your daily walk. Be a person, however you might define that.

 

When and if you get an acceptance, contract or representation OR decide to publish your work yourself, announce it (if you are allowed to, please read through your contract carefully!). And THANK the people who respond. Then you need to think about your game plan to help promote your book.

 

If you are self publishing your work, you, alone are responsible for promotion. If you have a publisher, they may or may not have a publicist to handle promotion. If by chance, your publisher has a publicist, talk with them to see what plans they have for your work and then …

 

Promote your work.

 

Do not depend on a publisher or publicist to promote you. They may put forth only a minimum effort. Sure, they might have connections that you don’t have and might get you spots for guest posts and interviews, but in the end, they are only going to do so much for so long. It’s up to you, to keep the ball rolling. And that means you need to have a game plan.

 

Your game plan for social media  should consist of things like content, when to promote, how often and where.

 

Content

Content is the things that will attract people to your site. It can include things like updates, press releases, cover reveals and personal posts. But this doesn’t all have to come from YOU! You can gain some excellent content by appearing as a guest on someone else’s blog, appearing on a postcast or video and answering questions in an interview. By planning ahead and putting forth a little bit of effort, you can have some great content leading up to your book release. Contact book reviewers, friends, other authors and even family to see if they’d be willing to help out.

 

When to Promote

The next thing you need to do is decide how often to promote your work. If you are a few months out, you probably don’t want to post too often about your work but as release time gets closer, you will want to pick up the pace.

 

If your work is 2-3 months out, posting once or twice a week about it keeps things fresh in your reader’s minds. But don’t just post a “BUY ME NOW” plea. Mix it up with updates on revisions, publishing deadlines, and when you’ve seen the cover. Some important things you can post about include:

  • Receiving edits

  • Returning edits

  • First peek at the cover

  • Cover reveal

  • Announcing final publishing date

As your publication date nears, you’ll want to post more often, and include links especially if you have a pre-order going on. Hopefully once you reach the during phase, one to two weeks before release date, you’ll have content in the form of guest posts, interviews and spotlights lined up to attract even more interest.

 

How Often

If your social media feed is full of “BUY ME NOW” posts twenty-four hours a day, more likely you are doing things wrong. Depending on where you are in your promotion cycle, you will have crests and troughs in how often you promote your work, but it NEVER should fill up all of your feed. If you are a few months out, posting a few times a week is about all you need to do. That can be easily scheduled on your professional Facebook page or by using a social media manager.

 

As you move towards your release date, gradually increase your promotional posts. By two weeks out, you should be posting at least once a day about your upcoming release. But you still need to keep a balance of one promotional post to ever four regular posts. Do make sure you vary your message. Don’t annoy people by privately messaging them or tagging them in promotional posts unless they have something to do with the upcoming publication.

 

Where

In social media there’s lots of places to promote your work. Do a search on Facebook for promotion and you’ll come up with a huge list of groups. Go ahead and take a peek at them and join them if you think your work will fit with the genre or theme of the group. Do read the rules and descriptions as to when it’s okay to post promotions. Many will ban you if you do not heed them.

 

You can also make good use of hastags (#) in your posts. This will help your entries show up on searches in many social media streams. You’d be surprised at how useful hastags can be.

 

Be sure to utilize your Professional Pages. Try to post new content there first then use your personal page to boost the signal.

 

You can even create character accounts on social media platforms such as Twitter or professional pages on Facebook. It is more work, but it works really great for some authors especially if they have a long running series.

 

If this seems like a lot of work, it can be but it can help you gain readers. And that’s what what promotion does. By working ahead of a release date, you’ve given readers a head’s up about upcoming releases, hopefully attracted new readers, and increased potential sales.

 

We’ll be discussing what to do during your release and after in upcoming posts so stay tuned!

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Author Etiquette - Social Media Management: During Your Release

Author Etiquette - Social Media Management: During Your Release

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