Authors Marketing International, LLC
Supporting Authors Worldwide

By Stephanie Barko

Originally Posted on San Francisco Book Review March 3, 2016

After setting up a social suite, many writers and new authors stare at their shiny new profiles wondering what to do with them. Although it’s perfectly fine to jump in and get your digital feet wet at this point, it doesn’t hurt to have a social strategy either. Thinking about your own social strategy right now, how would you characterize it?

•Do you bounce around socially?

•Are you so concerned about security that you are super careful about who you connect to? •Are you promiscuous on one social profile and reserved on another?

Regardless of your current social behavior, let’s take a look at what it might be like with more structure. As you skim through these ideas, think about how adopting a unique social strategy might help your readers to find you.

On Facebook, you can deliberately follow a business, organization, brand, product, public figure or cause. Let’s say you choose to follow a product. A user of that product may have a following that could include the readers you’re after.

Example: A nonfiction author who writes about how to run a better nonprofit Likes an organization on Facebook. The organization learns about the author’s book on nonprofit management through her Like and buys it.

LinkedIn is a great place to stick to a specific strategy. Be more selective here than you are on any other profile. Try connecting with folks who could help you run your business or become your customer.

Being discriminatory on LinkedIn makes it easier for you to search for both business partners and readers.

Example: A sci-fi author only connects to book reviewers on LinkedIn who accept sci-fi. When he reaches out to reviewers he is connected to on LinkedIn, they all take his subgenre and so are more likely to accept his book for review consideration.

While the temptation on Twitter is to connect to profiles with big followings, you really want to follow profiles with big followings that are likely to follow you back.

Example: You want to start showing up on podcasters’ radar and decide to connect with some on Twitter as an icebreaker. You like two podcasts equally, but choose to follow @bizbookwriter on Twitter over @NPRFreshAir because the former follows back. Instead of following Fresh Air on Twitter, you sign up to receive its feed instead.

For extra respect on Twitter, remember to have more Followers than you are following.

Whoever you connect to on Google+ take advantage of the G+ feature that categorizes your followers. Customize your follower categories to include readers, prospective book buyers, publishing partners, book bloggers, family, and friends.

Example: An editor starts following your Google+ posts and you follow back, categorizing the editor as a publishing partner.

The coolest thing about Google+ is that everything you do here is indexed by Google. Watch what happens to your page rank when you become a Google+ regular.

In summary, when you’re choosing who to follow, don’t just choose people and pages you like. Choose who you Like by the following they make available to you.