social media — BLOG — SPELLBOUND PR

During consulting calls with authors getting ready to release their next book, one of the first questions I’m asked is always, should I wait until the pandemic is over to do this? Honestly, it’s a good question to ask yourself and your team. It’s important to acknowledge where we are and figure out if it would be better for you and your book if you just waited. You don’t want to rush something just to get half-assed results.

I can hear the soft hum of The Clash’s “Should I Stay, or Should I go” in the background as I type this post. Because that’s really the question, isn’t it? Should you go with the original publication date and release plan despite the changes in the publishing climate, adapt to the new normal, or hang back and wait for better days. For example, when you’re seeing people in the world rather than through a computer screen. Your publisher is telling you to push your release date back, so you should – right?

Not necessarily. I’m fortunate to have worked with a lot of indie authors and small presses, allowing me the opportunity to learn a good bit about audience growth. How to start from the ground and build your way up – go from having zero readers to fostering a large audience. Through these experiences, I’ve learned that my answer to the “should I stay, or should I go” debate, it’s almost always, go. The key is identifying which vehicle is going to get you to your final destination: a “room” full of readers.

Right now, digital marketing is that vehicle. Social media promotions, email marketing, virtual events, online giveaways. In other words, using every avenue possible to connect with readers and get to know them better through the digital sphere. This is how we’re able to continue building relationships even though we can’t gather in person. We actually get to know our audiences a lot better through digital marketing because of analytics, tracing consumer actions being taken and seeing which pieces of content connect most with the people who are actually buying your books.

The problem that I have with continuously pushing pub dates back is that we don’t really know how long the COVID-19 era is going to last. What we do know, is that you have a good story that you’ve put your heart into creating. We also know that people need good stories now more than ever – stories are our saviors. Writers have an important job.

All this being said, I’m not saying that timing is a minimal component of a PR campaign. On the contrary, it’s huge. Everything needs to work together like a clock. Media placements should be scheduled to correspond with book launches, upcoming events, award announcements – you know the drill. If you don’t have a plan in place, you should wait until you do. But, if you’ve been planning on and looking forward to putting your book out there this year – do it. There are plenty of creative ways to share your story despite the strange times we’re living in.

So, in part this post about adaptability. Making sure you know that you can adapt to the way things are as long as you’re prepared to do so. Questions you can ask yourself as you decide when you’re going to publish your book:

1. What are my favorite parts of a book campaign? (i.e. in-person networking events, traditional book tour, social media marketing)

2. Am I willing to explore digital publicity avenues?

3. Do I have marketing help?

4. Do I enjoy connecting with readers on social media?

5. Am I interested in virtual events?

These are all important questions to consider. I mean, if you have zero desire to be present on social media and in-person events are your bread and butter, you will not want to release your book right now. You won’t have fun doing so and sharing your story should be fun. Just wait it out.

If you love the internet and look at social media as a unique opportunity to reach readers that you probably wouldn’t otherwise, there’s nothing holding you back. The world is your oyster. You’re ready to put your work out there and we’re ready to read it.

XX,

Before the onslaught of the COVID-19 pandemic, I would have answered this question with a heavy yes. Now, during the COVID-19 era, it’s an “ummmmm YES,” Alexis Rose kind of ‘yes.’ If you watch Schitt’s Creek, you understand the weight of this confirmation.

At first mention of the words “social media” to a client during the planning stages of a PR campaign, 99.9% of the time I get a groan, eye roll, and sometimes an entire head roll. As in, they will throw their head back and roll it full circle around their neck. Long story short, they don’t want to mess with it. It’s time consuming and tedious and they just aren’t interested.

But, let’s circle back to the initial question. Does social media really matter to your publicity plan? The answer is quick and simple. Yes, it is crucial for your publicity plan, especially in the digital age we’re living in. As in, the internet is the #1 way we can come together, while apart, now more than ever.

Here’s why:

It will market both your books and brand if done effectively, because ultimately social media is a networking tool used to build community. If you consistently create, distribute, and engage with relevant content, you’ll see valuable relationships form and your readership will grow exponentially as a result. A great way to do this is through joining and engaging with several of the 10 million active Facebook groups. Check out the following to get you started:

Social media content humanizes marketing messaging. It gives you a platform to share not only your work, but thoughts on other things such as current events or entertainment. It’s a way to showcase that you’re not only an author with a book to sell, but a human being, too. This is huge for audience building because readers want to connect with the person behind the product or story. Share YOUR story. What inspires you, how you write, where you write - the key word here is authenticity.

Quality content encourages engagement, feeding your reading and writing community. Social media offers a direct line of communication between you and your readers, giving them the opportunity ask questions and receive answers from you personally. Being able to respond to your readers and comment on their thoughts will add a lot of value to your relationship with them. A few ways you can do this:

Go live. Partner with another author and have a book discussion on Facebook or Instagram live. Social media users can ask questions in real time, engage with the event one-on-one. This is also a great cross-promotional activity that allows you to connect with another author/organizations following.
Run polls on Instagram and ask your readers questions. What was their favorite part of your last book? Which cover design do they prefer for your forthcoming novel? Helping your audience feel like they are part of the process shows them you value their thoughts, creating brand loyalty.
Engage with your fellow authors on social media. Comment on their posts, feature their books - really hone in on your community of authors and build lasting relationships. This will help you in the long run as you further your writing career.

If you’re looking for an easy hack while taking the social media plunge: Pick one platform. Just one. You don’t necessarily need to be on Facebook, Instagram, Twitter, Pinterest, and all the works. Utilize one that you’re most comfortable with and have fun with it. Ask yourself: Which app do I open most for personal use? If it’s Instagram, use Instagram. If you value your relationships on Facebook, maybe it’s Facebook.

In the long run, social media has the power to build authentic relationships and expand your readership on a global level. Just dive in. It’ll be great!

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