Author friends and casual acquaintances often express to me a reluctance to wade into the Bloggy Facebooky Twittery waters. I hear many reasons, but the top one is usually:
“But shouldn’t I wait for when I need to promote something/when my book comes out/when my book is popular/when I already have a following/some arbitrary point in the distant future?”
Nope, nope and nope. There’s no such thing as too early.
Seth Godin famously said (the things Seth Godin says usually become famous) that for authors, the best time to start your promotional efforts is three years before your book comes out.
Why? Because it takes “three years to build a reputation, build a permission asset, build a blog, build a following, build credibility and build the connections you’ll need later.”
If you start when your book comes out you’re way, way too late.
Promotion vs. Social
Seth’s bit of (famous) advice is often applied to social media. It’s great advice, and even Seth’s explanation has a social component, but note that Seth is talking about promotional efforts. Not social media as a whole, which to me has no timeline at all. You should just start now.
Because if you’re using social media solely to promote, well, chances are you’re doing it wrong.
My new favorite catch phrase, which I have trademarked, patented, and have paid to have etched into the moon, is this: Social media is social.
It’s not about promotion, it’s not about broadcasting, it’s not about you you you. It’s about connecting with people.
Do you need to be famous to connect with people? Do you need to have a book to connect with people? No! You just need an Internet connection, dedication, an open-mind, and a willingness to reach out.
It takes time to build up those connections, and eventually, if you’re providing good content or a good experience, those one-to-one connections transition into a following.
But make no mistake: It’s still about making a personal connection with your audience and being a part of real lives. It’s still social.
Whuffie
In our hyper-connected time, social media is not only increasingly how word of mouth spreads and how we connect with one another, it’s almost becoming a new kind of currency.
In Cory Doctorow’s uber-prescient novel Down and Out in the Magic Kingdom, money has been replaced with “whuffie,” a reputation-based currency that rises and falls based on what people think of you. Basically, if people like you you’re rich and you can get all the best tables in restaurants. If they don’t like you, an unfortunate scandal can send you to the poor house.
We’re obviously not there yet (and thank goodness), but just look at the measures of “influencers” (social media buzz word for someone with a high following) that are cropping up right and left. Sites like Klout and Peer Index are hard at work trying to quantify online popularity and influence, and the idea of offering special perks to people with high influence scores is starting to percolate. The Sacramento Kings, for instance, invited 25 fans and business leaders with top Klout scores for a once-in-a-lifetime experience.
Now, the idea that you’re going to be objectively judged someday on your Twitter presence may well send a chill down your spine, but I wouldn’t read that much into it. It’s more of a sign of the omnipresence and future of social media and how the ability to broadcast is a kind of currency.
Blogs and Twitter and Facebook… those are just the tools. What we’re building is a network. And what was once ephemeral (reputation) can now be sort of kinda quantified.
Whuffie has basically become real.
What are you waiting for?
But aside from all that buzz about influencers and reputational analysis, let’s not forget that whole social is social thing. And the thing about being social is that it’s fun!
Sure, you may be an introvert like me, but you can pick and choose your experiences. You can make reach out to people, and soon enough those virtual friends may become your real friends. This is increasingly how we connect with like-minded people, and the best part is that it works.
It’s really fun to do, and you can make the experience whatever you want. If you like Twitter, do that. If you like blogging, do that. If you are a Facebook maven, go for it. There’s no right or wrong way to go about it and you can invent your own way if it doesn’t exist.
But what it all comes down to is this: Social media is the future, and the time to start is now.
Joanne Sher says
Only one word. YES!
Lisa Kilian says
This makes me feel so much better! I've been building a presence … basically just for shits and giggles. I hardly had a book started when I started my blog, and that was two books ago.
But the times I've had with my blog, connecting on Twitter, and getting guest post spots has been extremely fun. Glad I've accidentally gone in the right direction.
G.P. Ching says
I completely agree. I have social media to thank for my readership and have seen my following grow exponentially over the last year. Connections I've made via social networking have resulted in some great opportunities.
L.G.Smith says
I've only been blogging about six weeks. I don't even have two whuffies to rub together, but I'm getting to know the coolest people. Learning a lot too.
Munk says
Look-a-me! Look-a-Me! Look-a-me!
Munk says
I'm not kidding here folks, look-a-me!
M.A.Leslie says
L.G., if we take my two and your two and rub them together, maybe we can start a fire to keep warm.
Loree Huebner says
I agree and believe building a platform is extremely important and it doen't happen overnight. I recently waded into the blogosphere. Twitter is next. The hard part is managing my time…family, work, writing, networking. I find myself spending much more time online.
It's fun…no doubt about it. I've met some really great writers.
Neil Vogler says
"Social networking is social" — that's good. Can I also suggest "social networking is networking" and also "social networking: is".
I kid, of course. Good stuff as ever.
anvil says
Nathan, I agree with everything you've said (I usually do, that's because I have excellent taste). But really, you expect me to believe that you're an introvert? I just don't see it.
Will be looking out for the moon-message tonight.
Megg Jensen says
I've made some really great friends through social media outlets. I don't know if any of them bought my book or not, but their friendship is more important to me. 😀
CMR Prindle says
I totally agree about social media being social. Heck, I just made the author Facebook page (solely based on your earlier advice, Nathan). My problem is I'm awful at keeping up with it. I also have a personal livejournal blog which I have been sucktacular with, lately, but here's to hoping that my Big Life Change will help with that. *fingers crossed*
Jen P says
I've also learned an awful lot social networking by sitting back and listening. It doesn't have to be all about me, all of the time.
What scares me a little on social networking is that the Internet 'whuffie' is more heavily weighted to the immediate here and now, vs long term 'real life' reputation. And you can blow both in a mere moment of careless comment or criticism which spreads around the 'whuffie' world like wildfire.
Social media is a big yes for me, but I use with caution, trying to communicate within its own bounds which are right for me, learning the norms, etiquette and hazards, just like relations beyond the ether.
Melanie says
Great advice, as usual! I've recently set up a "professional" Facebook account, and have 6 fans so far (woohoo!)
Melissa Romo says
Always informative, thanks Nathan. I'm working on a novel (about to query) and I liken the entire project, including social media, to the formation of a planet. It takes time to form a center if gravity that will start attracting sizable enough chunks of dirt to form anything of a meaningful size.
Melissa Romo says
I also should add that my book lover friends in the blogosphere are my biggest motivators and take much of the loneliness out of writing for me. One of my blog friends even volunteered to be one of my beta readers, and her input was fantastic.
K. C. Blake says
I heard that advice a few years ago and I wish I'd listened. Now I have a book coming out in June and I am running around (in cyber-space) like a chicken with its head cut off. It takes a long time to build connections. I have a blog but not many followers. I have joined groups at various writing forums, but I've only met a few people this way. Thank God I've been doing Facebook for a long time and I know people on there who love the kind of books I write. 🙂
Mr. D says
I started my blog almost a year ago. It's a helpful reflection of the writing process, and I have connected with some great people.
What amazes me is how some of these bloggers here have hundreds, and even thousands of followers. Wow!
D.G. Hudson says
That was like a motivation session, Nathan, highlighting the benefits of being social. Thanks, Coach!
I'm comfortable blogging, because I like to share information, and writing is a lifelong passion since I discovered my grandmother's old Remington.
But. . .
I've not done Facebook for several reasons up to this point, and I'm an introvert like you, so I drag my feet at jumping in. Convincing arguments like yours, Nathan, are encouraging me to step outside MY comfort zone — in the near future.
Question: For a writer using a pen name, what name should be used on Facebook? If the reason for using a pen name is security from harassment, that seems to be the only solution. Wouldn't the Facebook identity need to be the name you want to get known? I know you've covered pen names & writing, but can't remember if you answered that already in the context of Facebook.
Cathy Yardley says
Fantastic post. I've been calling it "tribe building" instead of platform building on my writing blog, because 1) it helps us introverts and 2) it is more about connecting with your right readers in a genuine way than "pushing" for a one-sale stand. Naomi Dunford of Ittybiz.com even had a hashtag, #MSMS, meaning "Make Social Media Socia." Definitely an idea that needs spreading! 🙂
Maureen says
I think social media is one of those bandwagons that anyone in business or even remotely contemplating a business needs to jump onto. Or if you're not comfortable with that — ease slowly onto.
Remaining flexible and adapting to change will be a key factor in success. Way too often, I hear lame excuses like, "I don't do technology". My answer is always channel your inner 10 year old there is nothing to fear.
Since I am in this beginning phase myself, I like to imagine a familiar social situation — a coffee klatch or cocktail party — pour myself a figurative cup of coffee or a glass of red wine and begin the conversation.
Matthew MacNish says
I've got blogging and Facebook down, but I'm still a bit of a Twitter noob. I did have a blast last night with #zombieproverbs, though.
M.A.Leslie says
We finally set up a facebook page for the book and already have 30 fans. http://www.facebook.com/tristenmagicshop
The writer's fan page is still a work in progress. Anybody who ever said that writing is a get rich quick thing was nuts. I say its a lose your mind and get grey hair thing, but meet cool people and do what you love.
David says
How do you do this if you use a pseudonym? Do you network as your pseudonym (something Facebook doesn't allow)?
Hillsy says
It's a bit like nuclear weapons then? You may not agree with them, but you need one if you're going to be taken seriously.
Of all the career dreams I wanted, I picked one where being an introverted misanthrope is about to become a death sentance. Damn! I suppose I'll have to become a Traffic Warden like the rest of us.
Matthew MacNish says
Also: So you're saying no time is too early to start making friends? Good. that makes perfect sense.
SierraMcConnell says
The real thing about social media is that you have to say something that isn't the same as everyone else. And that's what holds the intelligent people back.
It's why my blog has remained empty and my LJ is full of silly pictures and a few close friends.
Because unless you have something intelligent to say, you really shouldn't say anything at all. Because you're just saying the same thing over and over again.
Felicity says
This is great advice. I think there is also the element of community that could really help future promotions. If I've been following a particular blog for awhile and the author suddenly gets a book deal, I feel connected to that success. I'm more likely to promote for this author because I feel like I knew her when! : ) I'm happy to let others know about something I feel like I sort of discovered on my own. Build community now and it can only help you later. In fact, even if you never actually get a book deal, you will have made some new friends. That's probably a better gift anyway.
Heidi says
What are your thoughts on branding? I've heard a lot that we should all be building a presence on Twitter, blogs, Facebook, and whatever else we can squeeze in, and that we should make sure these all look the same so that people readily identify them as "ours." But that seems to require some knowledge of the technicalities of HTML and CSS.
Munk says
Hey! Who just cleaned out my Whuffie account?
Adrienne says
I can see how this is an important component, but I'm really, truly an introvert. "Social media is social"–yes, and that's why I haven't done facebook, twitter, a blog. I don't even comment very often on blogs.
As a voracious reader, I supposed that the best way to ease into this whole thing would be to focus on books.
But I do see that having a social media presence is important in this environment. I'd like to see more discussion on the subject, particularly "social media for the anti-social". 🙂
Hillsy says
@Adrienne
"I remember the days when all you had to do to get published was to write a brilliant book" – Kevin J Anderson
It's not like all of us anti-social types can get together and form a club………
terrylecompte says
Agreed. Though I like to replace "network" with "community". Sounds more social. I'm using social media to build Community Stages, Inc.
Laur says
"Social media is social"
^ Absolutely love that comment. It's getting a little old to follow a twitter account or a facebook page only to get endless waves of promotional crap sent my way. I followed you ("you" in the general sense) because you're an interesting person, not because I want to know that Blah Blah Blah comes out in exactly 5 months, 2 days, and 13 hours. Now be interesting!
E. Elle says
It's been said a million times but the blogging community is fantastic. There's no experience like it to help one connect with other writers and enjoy their encouragement and support and friendship. At least, not for me. 🙂
Sonia M says
Wise words! I recently joined the blogosphere and more recently joined the Twitterverse. It's beena little scary but wonderful overall. There are a lot of knowledgable, supportive folk out there. And I really like the concept of builiding a community by serving and encouraging others. Building a social media presence doesn't have to be self-serving. I think it can transform us in a positive way.
Mercy Loomis says
Honestly the who social media thing scares me. Not because it's technology or anything, but because from what I can tell, in order for the social media to be worth much to you promotion or brand-wise you have to spend a LOT of time doing it. And I'm already struggling just to make time to write.
I don't have a lot of free time. I have a full-time day job, I volunteer twice a week, I have a husband and a dog, I have to keep up with reading and the industry, and, of course, I have to write! Now I'm supposed to find time to Tweet and stay connected on my Facebook page?
I've been blogging for over a year (almost two now, yikes!), but I have few followers because I don't have the time to put into promoting it. I have 70 people on my Facebook page, but most of them are people I know IRL. (Not all, which is super cool!) But I can't afford a smart phone with a data plan, and I'm not going to do Twitter from my work computer (bad enough I'm checking your blog on work time!) so is there really a point to a Twitter account right now?
I'd love to know how you and other professionals manage to balance the social media time with all your other time commitments.
BECKY says
Agree! That's why I started blogging over 2 years ago. I was reluctant at first, but writer friends convinced me it was the right thing to do. I'm writing my memoir and already have many friends, followers, etc who have said they will buy it as soon as it's published. And BTW, I have quite a few blog/writer friends who are introverted! You wouldn't know it by their blogs, but in person…oh yeah!
abc says
Introverts unite! (but in separate rooms).
Leila says
What a refreshing take on the whole social media spectrum! If I liken social media to playing music, it's kind of like shifting from only playing classical music to trying some jazz, r&b and a bit of the blues. It's still about communication, it's just the form and shape of it shifts to allow greater diversity, enjoyment and opportunity.
Essentially, I'm finding it takes an open mind, a brave heart and a willingness to see and experience the world in different ways.
Technology is always going to continue to evolve, and it has direct and indirect effects on the way we communicate, build relationships, network, stay current with, well, everything, and connect to the world. That's a given. And it is a bit scary at times, but only in the sense of how we limit ourselves from taking up the wide range of technological opportunities available.
But the key is, as you so aptly point out, Nathan, the word 'social'. Regardless of the social media platform, we as human beings exist through relationships of all different kinds; personal, professional etc. The only difference now is how we choose to experience those relationships.
If you are genuine about your intention for participating in any aspect of the social media spectrum, your experience will be as rewarding as the effort you put in, and draw people to you.
Marsha Sigman says
Blogging is my main thing and Facebook is more family and old drunken high school friends.
I did get started on Twitter because of other writers recommending it…but mainly because of Daniel Tosh(Tosh.O). He kills me.
So I think I have the social part down.
Nathan Bransford says
anon@9:27-
That's kind of my point though. It's not about promotion. It can help, but it's more about the personal connections you make.
FourDoorHeathan says
I'm a new blogger, so this post was really encouraging. I started blogging a little while ago to build an online presence and educate myself about the publishing world. For a while I was really hesitant about having something so permanent and personal on the web, but now it seems like an increasingly good idea.
Slowly but surly building up my whuffie!
-Brit
Rose Red says
Loved this blog! Makes me feel better. I keep thing I'm jumping the gun but your points calmed my fears!
Kristin Laughtin says
You get whuffie points from me for mentioning whuffie.
Anyways, agreed. Even if you have nothing to promote, it's better to form connections early and will help you later when you *do* have something to promote. I know there are areas I can improve in this, but I can't deny the inherent wisdom of the strategy.
Sean says
I started my blog in November and just got my tenth follower yesterday. It's not 550 followers like some bloggers have but pretty cool just the same. The best part is my online friends don't drink all my beers when they stop by. And I'm pretty sure they are the main reason I've been fortunate enough to sell two copies of my first ebook. Now I have to go pick out what kind of candy bar I'm going to buy when the royalty check rolls in. I'm leaning towards a Mars Bar, but not entirely sure yet. Will keep you posted.
Sommer Leigh says
There's another aspect to this that I push on my College of Blogging Series – start early even if you're not *ready* or you don't think you have any thing to say because you need time to figure out what you are doing and to build your blogging voice. Go back and look at the first few months of anyone's blogs and you'll see we were all just terrible. It takes a while to hit your stride. You're like a new tv show! And while you're figuring it out, before you get a hundred followers, you can spend more time responding to the few comments you do get and bopping around the blogosphere meeting other bloggers.
When you do get lots of followers and you become a very busy, popular person, you'll miss those days when you had the time to respond personally to everyone.
You'll really miss the days when only 5 people noticed your mistakes.
Dara says
I love social media :)It took me a good year or more to really start connecting with people through blogging/commenting and using Twitter (and the latter I could STILL improve upon). I still need to work on it too since I'm not as "connected" as I like just yet. But at least I've gone through the door–I just have to make it through the room and introduce myself to more people.
Kaitlyne says
I still feel like the majority of people who say this are leaving out a major factor: most blogs aren't very good. I've visited blogs by fellow unpublished authors and those of friends, and they're almost invariably things I'd never read on a regular basis (at least without the obligation of "because my friend wrote it").
That sounds rude, but I don't intend for it to. My point is simply that many people don't say anything interesting. Most author blogs I've seen rehash the same things without offering anything new at best, or at worst are a rehash of the writing process or little "day in the life" vignettes that, truth be told, are only interesting if you have a really unusual life or a really great voice and sense of humor.
Blogs require constant content, and more than that require constant *interesting* content. Most I've seen don't do this well. So what do those of us without anything interesting to say do? I don't want to talk about politics or issues that are important to me for obvious reasons, and my daily life is not exactly replete with things other people would actually be interested in knowing (though my dog is rather adorable).
Of course I understand that having a big following is good, but how realistic is it for anyone to really have that kind of following? Writing a novel and writing regular articles without a solid frame of reference (which I don't see myself having unless I've got a book to pitch) are two very different skills.
There are two things that I would really, really like to know before I go into something like this. The first is how many books are really sold because of blogs. I wonder what percentage of books sold are sold because readers heard about it on the author's blog, and I wonder how often people are more likely to take advice from another reader than from the author. Because if the latter is really a bigger factor (it is for me), that's important to know.
I also want to know if there are *negative* effects from having a bad blog. I saw a survey once online that actually asked this question, and many people said that they had intentionally not bought a book because of a blog. I know I've fallen into this category. I'm absolutely certain a great blog can lead to an increase in fans, but can a bad blog hurt? I have a feeling it can, but no one ever seems to ask this question, and I think it's an important one, especially when you consider the number of people out there you're competing with on the internet.
Which brings me to my final point–right now this is what everyone does. I'm all for having a website and I even imagine I would blog, but I can think of a dozen different, atypical things that I could do online to help get the word out to people, and then the hope is just that a few of those people keep on passing the word.
Would authors be better served by looking outside of the box? Particularly if you are someone like me who is uncertain of her ability to keep an audience through Facebook? Do authors get sucked into the idea that they have to follow this formula, which may or may not be a way for the average Joe to find success, and in the process overlook other methods that might be more creative and better reach the intended audience?
Sorry for the long post, but I find it a little frustrating because I see the same advice everywhere, but I also feel like this advice doesn't necessarily address all the aspects of the situation. And someone like me wants to make darn sure I don't go and shoot myself in the foot, and considering the staying power of anything posted on the internet, it seems a possibility.
Anonymous says
"Because if you're using social media solely to promote, well, chances are you're doing it wrong."
Especially if you're posting photos of your well done prime rib roast on facebook. Argh! I swear I just saw this.