Last week I posted that writers need to stop the mutual-like fests on Facebook, and I promised to post about how to find out what your fans are interested in. Because, if you’re not interesting Facebook won’t show your content to your fans, to friends of fans, and you’ll get caught up in this have-to-buy-ads-to-be-seen seesaw which won’t get you too far. You’ll spend a lot of time (and money) and feel like nobody sees your content.
**Depending on where you are in your career and what your objectives for Facebook are, make ads part of your overall marketing strategy. I highly recommend following Jon Loomer Digital. He gives away a ton of free content on his blog, he’s honest, and helpful. Learn how to use ads effectively without throwing money away.**
Lisa, what do I post? My life isn’t that interesting.
Whatever. To readers, authors are these secluded, exotic individuals, celebrities. Readers don’t understand the creative process. They fall in love with our voice, our wit, our insights, our quirky way of seeing things, the worlds our imaginations create, the questions we ask. They beg for more from the characters they love, the worlds they want to jump into.
And they want to see Oz.
As a kid watching The Wizard of Oz, all I wanted was to see behind that curtain. Who was the real Oz? Fans are tired of the marketing smoke and mirrors, buy-my-book, look-at me-bravado (and so is Facebook. Your reach will be penalized for overtly promotional material on Pages). Readers want to connect with authors, not brands, which is why (I think) so many fans send a friend request instead of Liking an author’s Page.
You’re a freaking wizard! That’s more awesome than bacon.
Readers are dying for a peek behind the proverbial curtain into the writer’s world and the writer’s mind. This could be a picture of you in your office or on location doing research. A sneak peek of upcoming work, deals/coupons/sales are often interesting. Share personal insights or leave an editorial comment with a link or event you find interesting. What makes you happy? What makes you shake your fist at the sky? Ask questions. Start a conversation. Be human.
But Lisa, I’m a private person. I don’t like to post about personal stuff.
There’s a line — and it’s not a very thin one, between interesting and TMI. Your toddler’s first successful trip to the potty, we don’t need a photo of that. Your breakfast – unless there’s something remarkable about it, isn’t interesting. Buy new boots that make you feel all badass like X or Y character in your book – that’s more interesting.
I want to avoid being prescriptive because fans interests changes over time. They get tired of the same old same old and you need to find new ways to keep it fresh. Here are some content ideas to experiment with.
- Ask for help naming a new character.
- Get feedback on book covers.
- Share research you’re working on. (Location shots?)
- Share who inspired a character in your book.
- Was there a news story that sparked your imagination?
- Are you remodeling your office? Create a montage of designs you’re considering and ask fans to vote.
- Show pics of your workspace.
- Inspirational posts are always popular (quotes, Bible verses, wise sayings).
- What themes do you address in your book? Does a character struggle with addiction or depression? Share news stories that crop up about these issues. Share the research you’ve done on the topic.
- What events/conferences are you attending? Can you do a meet-up with fans in that city?
- News events that relate to or follow events in your book
- Upcoming releases, deals, coupons, giveaways
- Links to closed reader groups (if you have one)
- Photos of things as you go through your day: things that inspire you, make you pause and breathe in deeply, crazy things, the everyday beauty we’re prone to overlook because of familiarity
Underpinning all the glimpses of Oz must be genuine respect and kindness. I liken the conversation on Facebook to standing next to the person in line at the grocery store. I want them to feel heard. I want them to know I appreciate them taking the time to say hi or let me know they enjoyed something I shared online. I want them to know I will accept a virtual hug or constructive criticism. In other words, I want to be approachable and the kind of person they wouldn’t mind bumping into again.
I understand that this authenticity/transparency bothers some people. So maybe Facebook isn’t your thing. Maybe you can focus on a topic or field of study? Maybe you have to step out of your comfort zone?
While ads are going to play an undeniably increasing role in author platform on Facebook, it is possible to grow an audience organically (aka for free) though it will be slow. The foundation is that you are consistent, post interesting content, show up and join conversations, and remember you’re a real human being and act accordingly.
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