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Social Media for Writers Morris
In a sentence
A comprehensive, hands-on guide for writers to master various social media platforms, build an engaged audience, and effectively market their books through content marketing and community building.
In today's publishing world, writing a great book is only half the battle; authors are now expected to build their own platform and market their work. 'Social Media for Writers' is your survival guide to this new landscape, written by two award-winning authors and social media pioneers. This book demystifies the world of online promotion by providing practical, step-by-step strategies for the most important platforms, including WordPress, Facebook, Twitter, Tumblr, Instagram, and more. Moving beyond the dreaded 'buy my book' spam, it teaches the powerful principles of content marketing—building a community by providing value, sharing relevant content, and establishing yourself as a trusted voice in your genre. Whether you're a complete novice feeling overwhelmed or a seasoned user looking to refine your strategy, this book will equip you with the tools and confidence to build a thriving online presence, connect authentically with readers, and ultimately sell more books.
The four lenses
- Science
- Statistics
- Systems
- Strategy
The model
This model, implicitly derived from the book's advice, illustrates how specific author-led social media activities (Design Levers) cultivate positive audience perceptions and behaviors (Psychological & Behavioral States), which in turn lead to tangible professional outcomes like audience growth and book sales.
Consistent Content Creationdesign lever
The author's practice of regularly and predictably publishing original, high-quality content (e.g., blog posts, podcasts, status updates) according to a planned schedule, such as an editorial calendar.
Content Marketing Practicedesign lever
The author's deliberate strategy of sharing relevant, valuable content created by others within their genre or community, thereby positioning their platform as a trusted resource rather than purely a tool for self-promotion.
Direct Community Engagementdesign lever
The author's active and responsive participation in online conversations, including replying to comments, answering questions, and hosting interactive events like Twitter chats or Facebook parties.
Strategic Self-Promotiondesign lever
The author's practice of promoting their own books and work in a balanced and non-spammy manner, adhering to a healthy signal-to-noise ratio (e.g., one promotional post for every five to ten value-adding posts).
Visual Content Integrationdesign lever
The author's use of visual media such as images, infographics, and videos across social media platforms to enhance their posts, capture audience attention, and increase engagement.
Audience Trust and Rapportpsychological state
The degree to which the audience perceives the author as authentic, credible, helpful, and trustworthy, viewing them as a valuable community member rather than just a salesperson.
Author Brand Recognitionpsychological state
The extent to which the audience can identify the author and associate them with their specific genre, key works, and unique authorial voice or persona.
Community Belongingpsychological state
The feeling among followers that they are part of an interactive and supportive community centered around the author, their work, and shared interests.
Audience Engagement Behaviorbehavioral pattern
The observable rate at which the audience actively interacts with the author's content through actions such as liking, commenting, sharing, retweeting, and participating in events.
Audience Size and Reachoutcome metric
The total number of unique individuals who follow the author across platforms and the potential number of people exposed to the author's messages.
Book Sales and Commercial Successoutcome metric
The tangible commercial performance of the author's books, measured through unit sales, revenue, sales rankings, and inclusion on bestseller lists.
How they connect
- consistent content creation → influences audience trust and rapport
- content marketing practice → influences audience trust and rapport
- direct community engagement → influences community belonging
- consistent content creation → influences author brand recognition
- visual content integration → influences audience engagement behavior
- direct community engagement → influences audience engagement behavior
- audience engagement behavior → influences audience size and reach
- community belonging → predicts audience size and reach
- audience trust and rapport → mediates book sales and commercial success
- audience size and reach → predicts book sales and commercial success
- strategic self promotion → predicts book sales and commercial success
A candidate measure
Social Media for Writers Morris — derived measurement candidates
Consistent Content Creation
Average number of posts per week on primary platform.; Standard deviation of days between posts.; Qualitative adherence to a stated editorial calendar.
self-report suitability: medium
Content Marketing Practice
Ratio of third-party content shares to self-promotional posts.; Count of posts that highlight or promote other creators.; Sentiment of community response to shared content.
self-report suitability: medium
Direct Community Engagement
Comment-to-reply ratio for the author.; Average response time to mentions or comments.; Number of interactive events (e.g., chats, parties, AMAs) hosted per quarter.
self-report suitability: low
Strategic Self-Promotion
Signal-to-noise ratio (value posts vs. promotional posts).; Frequency of posts with explicit calls-to-action (e.g., 'buy,' 'download').; Click-through rate on promotional links.
self-report suitability: medium
Visual Content Integration
Percentage of posts containing an image or video.; Engagement lift on visual posts vs. text-only posts.; Variety of visual formats used (photo, video, GIF, etc.).
self-report suitability: high
Audience Trust and Rapport
Net sentiment score of comments and replies.; Frequency of unsolicited positive testimonials.; Survey-based trust score from a sample of followers.
self-report suitability: low
Author Brand Recognition
Branded search volume (author name, book titles).; Number of untagged media mentions.; Aided and unaided brand awareness survey results.
self-report suitability: low
Community Belonging
Ratio of fan-to-fan interactions vs. fan-to-author interactions.; Existence and activity level of fan-run communities.; Survey scores on sense of community scales.
self-report suitability: low
Audience Engagement Behavior
Average engagement rate (likes+comments+shares / followers).; Comment volume and velocity.; Share/retweet volume.
self-report suitability: none
Audience Size and Reach
Total follower/subscriber count across all platforms.; Monthly unique visitors to blog.; Total impressions/reach per month from platform analytics.
self-report suitability: none
Book Sales and Commercial Success
Quarterly unit sales and revenue.; Amazon Best Sellers Rank (BSR).; Number of weeks on a major bestseller list.
self-report suitability: high
The story
The reader A writer who has authored a book and wants to build an audience and drive sales, but feels overwhelmed, intimidated, or clueless about how to use social media effectively.
External problem
Agents and publishers demand authors have a 'platform,' and without effective online marketing, a writer's book will likely go unnoticed and unsold.
Internal problem
The writer feels frustrated by the need to self-promote, fears looking spammy or unprofessional, and is worried about wasting precious writing time on ineffective social media activities.
Philosophical problem
It's just plain wrong that a great book should fail simply because its talented author hasn't mastered the complex and ever-changing world of online marketing.
The plan
- Choose a few key social media platforms that align with your genre and start building your presence.
- Develop a content marketing strategy focused on providing value and building community, not just self-promotion.
- Implement the best practices and platform-specific strategies outlined in this book, using an editorial calendar to stay consistent.
Success
- The writer feels confident and in control of their author brand and marketing.
- They build a thriving online community of engaged readers who are eager to buy their next book.
- Increased visibility leads to better book sales, a stronger reputation, and more career opportunities.
- They are able to market their work effectively without sacrificing their authenticity or significant writing time.
At stake
- The writer's book languishes in obscurity, failing to find its audience.
- They continue to feel frustrated and overwhelmed by social media, potentially damaging their reputation with spammy tactics.
- They waste valuable time on ineffective online activities that could have been spent writing.
- Their writing career stalls due to a lack of a visible platform.
Chapter by chapter
ch01WordPress
This chapter explores the transformative power of blogging through WordPress, illustrating its advantages over traditional static websites and presenting practical strategies for content creation and audience engagement.
- Blogging has evolved from static webpages to dynamic platforms that enhance author-reader interaction.
- A blog serves as a central hub for a writer, fostering community and engagement while promoting individual works.
- Regular blogging can establish a writer’s voice, making it crucial for building an audience.
- The potential of WordPress lies in its customization and ease of use for writers of all levels.
ch02Tumblr
This chapter explores how Tumblr serves as a unique platform for writers who prefer short-form content and seeks to build connections with a younger, engaged audience.
ch03Podcasting
This chapter explores the dynamic and compelling world of podcasting for writers, advocating for its unique advantages while candidly addressing the challenges and commitments involved in creating compelling audio content.
- Podcasting is a rich, rewarding medium that allows writers to connect intimately with audiences.
- The informal nature of talk shows can create a more relaxed atmosphere, inviting listeners to engage with unique insights.
- Starting small with short stories or episodes can build confidence and attract listeners before scaling up to more complex projects.
- Consistent production schedules foster loyalty among listeners and create a reliable content flow.
ch04Facebook
Facebook emerges as a dual-purpose platform for writers, straddling personal and professional boundaries while presenting distinct strategies for engaging audiences effectively.
ch05Twitter
Twitter, while often criticized for its chaotic environment, serves as a vital platform for authors seeking to connect, promote their work, and engage meaningfully with readers.
ch06Google+
Google+ emerged as a potential rival to Facebook, aiming to provide a collaborative space for engaged discussions, yet it wrestles with its identity and future amidst evolving social media landscapes.
- Google+ offers a distinct environment for writers focused on professional growth and audience interaction, differentiating itself from platforms like Facebook.
- The platform’s integration with Google’s services provides authors unique tools, particularly for sharing multimedia content and engaging their communities.
- Utilizing Google+ Circles can enhance how authors connect with different segments of their audience, supporting more targeted communication.
- Hangouts emerge as a key feature, enabling real-time interaction with readers and a space for authors to showcase their personalities beyond text.
ch07YouTube
This chapter explores the challenges and possibilities of authors using YouTube to enhance their brand and connect with audiences through video content.
- Engaging video content can significantly enhance an author's brand and connect authentically with their audience.
- While video production is time-intensive, the rewards of creating engaging content can far outweigh the challenges involved.
- Planning and preparation are crucial; authors should think of their YouTube strategy as an extension of their storytelling.
- Overcoming camera anxiety is essential; practice and rehearsal reduce nervousness and improve presentation quality over time.
ch08Pinterest
This chapter explores the unique demographics and marketing potential of Pinterest, showing how authors can leverage the platform to connect with a targeted audience and promote their work effectively.
- Pinterest thrives on a unique demographic, principally affluent women who are engaged and willing to purchase after trustworthy recommendations.
- Cohesive branding across digital platforms is crucial for authors looking to build a recognizable online presence.
- Engagement through competitions on Pinterest can significantly enhance author visibility and community interactions.
- Utilizing Pinterest's analytics can illuminate audience preferences, guiding authors in tailoring content effectively.
ch09Instagram
This chapter explores how authors can harness Instagram's visual storytelling capabilities to enhance their outreach and engagement, demonstrating the platform’s power in the current digital landscape.
- Instagram offers a unique platform for authors to engage with their readership through visual storytelling, which many writers overlook.
- Leveraging third-party applications can significantly enhance the quality and reach of Instagram posts, bringing in higher engagement.
- Authenticity in content sharing is crucial; readers appreciate behind-the-scenes glimpses that humanize the author and their work.
- Engaging storytelling must go beyond mere selfies of publications, exploring the creative journey immersively.
ch10Additional Options
This chapter explores various emerging and niche social media platforms that authors can utilize to enhance their marketing efforts, emphasizing strategic evaluation before engagement.
- Emerging social media platforms like Goodreads and Reddit can provide overlooked opportunities for author engagement.
- Maintaining a careful, community-minded approach on Goodreads can foster loyal reader relationships, but caution against overt promotion is essential.
- AMAs on Reddit allow authors to engage meaningfully with potential readers, merging personal branding with conversational connection.
- Lifestyle-based platforms such as Untappd and Vivino can enhance your author persona, showcasing your personality outside of your writing.
ch11SEO
This chapter explores the complex landscape of search engine optimization (SEO), warning professionals against the allure of 'foolproof' strategies while providing a grounded approach to effectively leverage SEO within their digital marketing efforts.
ch12Content Marketing
This chapter argues that authors should shift from traditional marketing methods to content marketing, promoting through the works and insights of others in order to build trust and establish authority within their genre.
- Content marketing demands a paradigm shift from "buy my book" tactics to a resource-sharing approach that fosters community engagement.
- Establishing authority requires consistency in sharing quality content from reliable sources and engaging positively within your field.
- Ethical sharing practices, including proper attribution, enhance your credibility and reputation in the digital landscape.
- Building a supportive network around your work can lead to increased visibility and sustainable audience growth.
ch13p01Best Practices in Social Media (part 1/2)
Social media is an essential tool for modern communication and marketing, requiring a strategic approach to leverage its full potential effectively.
- Consistency and quality are non-negotiable pillars for successful social media engagement.
- Every post is an opportunity to build or undermine your brand; craft them with care.
- Engaging authentically on social media fosters genuine connections with readers, creating a supportive community.
- Blog tours can effectively leverage mutual interests, enhancing visibility through collaboration.
ch13p02Best Practices in Social Media (part 2/2)
The chapter provides a comprehensive guide for utilizing crucial social media platforms effectively, emphasizing tailored strategies for each to enhance visibility and community engagement.
- Establish an authentic presence on social media by effectively utilizing tools and strategies specific to each platform.
- Cross-platform sharing can significantly enhance visibility, helping you reach diverse audiences and foster stronger connections.
- Engaging actively with your community on platforms like Pinterest and Instagram establishes trust and encourages interaction, enhancing your visibility as an author.
- Technical requirements for content upload on platforms like YouTube are critical; understanding these can improve your content's success rate.