Several years ago, a marketing firm revealed what many already knew: 40% of Tweets are pointless babble. That’s “babble” as in tweeting about What you’re eating, What you’re wearing, What you’re watching, and What time you go beddy-bye. Of course, what constitutes “pointless babble” is mostly determined by the follower’s interest in the Tweeter. I mean, Neil Gaiman’s favorite vegetable is inconsequential to most of us… unless you’re a fan of Neil Gaiman. Then suddenly brussel sprouts take on a whole new attraction.
See? Fandom has a way of turning “pointless babble” into “valuable trivia.”
I guess the same is true of self-promotion — Interest determines how much promotion is too much promotion. After all, I didn’t Like Fleet Foxes or the Coen Brothers to get updates on breaking political news or culinary tips. I want to know about their upcoming projects and/or appearances. In other words, promotion is what I Follow them for.
I’m not sure that’s entirely true of writers.
Social networking is typically broken down into four parts, which look something like this:
- Conversation — dialogue w/in a like-minded community
- Aggregation — disseminating info, news, advice, quotes, etc.
- Promotion — pitching / advertising a product or service
- Personal — it’s about you and your friends
What part, or ratio of parts, one concentrates on depends upon their purpose for networking. Are they selling something, building a business, or just chatting with friends? For instance, @guykawasaki aggregates news, technology, and business insights. The Avett Bros. post when tickets go on sale. And then when the show is sold out. Whereas my wife just likes to post pictures of her grandkids and chat with friends. So the ratio of Conversation to Promotion depends upon one’s reason for social networking.
In Using Twitter to Support Your Business Social Media Strategy, this marketing firm suggests that “no one rule stands out.”
One expert says he tweets one self-promotion for every 10 tweets. Another uses the 80/20 principle with 20 percent of the tweets being self-promos and 80 percent devoted to helping others, sharing expertise (without selling) and posting useful resources.
Which kind of begs the question. How much self-promotion is too much for writers? Forty percent? Three out of every ten tweets? Or is the answer different per novelist?
It’s impossible to skirt the fact that writers network to sell their books. So let’s don’t. This is why most folks don’t mind authors mentioning their stuff. (I display my novel proudly in my sidebar for this reason.) In fact, the author who never mentions their books is kind of wasting their time, and mine, networking. At least they are demonstrating a lack of business savvy. Readers respect the fact that authors are networking to get their name, face, and books out there.
Problem is, if we network JUST to sell our books, we potentially undermine our efforts. Constant self-promotion is no different than spam.
So how much Promotion is too much? What we often miss is the balance between Conversation, Aggregation, Personal and Promotion. In other words, simply talking intelligently, being informative or inspirational, and conversing with authors and readers can be some of our best promotion. I realize that can sound seedy, as if we’re Friending folks just to sell books. Nevertheless, as an author, we are our brand. So whether we’re aggregating info, talking up one of our favorite authors, pitching our product, or tweeting about brussel sprouts, we are building a potential platform.
I realize this doesn’t answer the question specifically. And maybe it shouldn’t. Nevertheless, provided we are genuine and not exclusively self-referential, authors can Promote their work without being, well, Promotional.
Question: What percentage of a writer’s social networking should be devoted to promotion?
I think it depends. I’m too new at this to have an opinion yet on what percentages work for me, but I’ve noticed that some authors are better than others at promoting their work in interesting ways. (And I’m sure some works lend themselves more readily to interesting promos than others.)
For example, there’s a YA author who I’d heard about here and there for a good year or so. I found her on Twitter, and between her sense of humor and the way she promotes her book, it’s gotten on my “wanna read” list.
On your own book, Mike Duran, the cover’s pretty, but the description doesn’t interest me much. But just reading your blog is piquing my interest in your book. 🙂
When an author continually self-promotes the selfsame work, it gets to the point where I think “Yeah, I know!” when they do it daily, especially when it isn’t a new release.
Now, I don’t mind an author mentions the book they have for sale once a week or month. But a prolific author who frequently has new releases can get away with more promo than someone with 1 book every 5 years, because there’s more content to promote.
Does that make senes?
Carradee, that’s neat to know that my blog has piqued interest in my book. Thanks so much for visiting, commenting, and being willing to take a second look. Blessings!
I got it and read it solely because of the blog.
In one sense it should all be promotion. We can’t escape knowing that when we promote Christ, or Christian love, we are also promoting ourselves.
I have no problem with writers telling me about their books as long as they also take an interest in what other people are doing, too. Not just their writer friends, but the little unimportant people.
I don’t know…I guess I think online friendships are like real life friendships. I can pretty much tell who I like and who I don’t care for. I can tell who feels sincere to me and who feels phony.
I should have quoted this:
Nevertheless, provided we are genuine and not exclusively self-referential, authors can Promote their work without being, well, Promotional.
I agree with this.
It’s definitely hard. I’d much rather just chatter away about random things (like my crazy dogs or how much I LOVE chocolate or the horrid fact that no one has invented a self-cleaning house yet) and promote other people’s work. I’d much rather talk about how awesome other people are. In fact, I make a point to retweet things my fellow authors are doing, probably more often than I ever talk about what I’m doing. The weird, but cool thing is, then they turn around and promote my work.
I love the way relationships blossom online. I’ve gotten to know so many people, some who read my books and some who write. And I try to go out of my way to answer questions from my followers, whether on Facebook or Twitter. Sometimes they want tips on writing and I don’t mind–in fact I enjoy–taking the time to chat with them about their goals.
If it was all about me, I would never do it. Ever. It just wouldn’t be any fun.
Merrie, I think you have a good balance between Personal, Conversational, and Promotional. I never feel you’re being heavy-handed. But I do think you talk about your dogs too much 😉
I don’t remember her saying anything about the Lakers.
Oh, _her_ dogs.
I have an old boss who never posts anything to Facebook except plugs for her MLM business. I also have a very dear friend who uses Social Media to connect with people. When she finally self-published a book after five years in blogging/tweeting/facebook she had a built-in audience.
Every time I see something from my old boss I cringe. When I see something from my friend i get excited that she’s written something new. Even if it’s book presser stuff. The lesson to me in all that is if you make genuine connections you can make genuine sales. No matter what youre selling: a book or The Word.