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Build a social media strategy for your author brand

When I first spoke the words, “I want to write a book,” I didn’t quite know what that meant. At the time, it simply meant crafting a story. But then as that story started to take shape, the focus turned to publishing that story. Soon later, publishing morphed into constructing a website, creating a table display for in-person book signings, planning out PR and media pitches, and (you guessed it) … building a social media strategy for my author brand.


As an author, you need it all. It’s not just about the story you want to tell. It’s how you’re going to get that story into the hands of readers worldwide.


I come from a marketing and public relations background, so luckily for me, the brand building part didn’t make me feel too much like a deer in the headlights. I’ve spent my fair share of time around social media and understand the importance of establishing a solid strategy. I’ve taught classes on it. I’ve presented at conferences about it. And I live and breathe my own advice when building out my own content.


Just last week I was asked to share my social media strategy advice with a group of higher education marketing professionals. So, I did—and that’s what prompted this blog because the skills are widely transferable. If you want to build a social media strategy for your author brand, here’s what you have to do: 


Step 1: Set goals that make sense for you


The most common social media goals are to:


  • Increase you brand awareness

  • Generate leads

  • Grow your audience

  • Maintain connections

  • Boost engagement

  • Drive traffic to your website


Step 2: Research your target audience & select your platform(s) accordingly


Facebook

  • Still the largest social media site; 3 billion people are on Facebook

  • Facebook algorithm prioritizes content that sparks conversations

  • Great for SEO; must have for brick-and-mortar establishments

  • Gold standard for social media ads

 

YouTube

  • Billions of hours of video consumed each day

  • Second largest social media site; second largest search engine behind Google

  • Popular with Generation Z and Millennials

  • Gold standard for social media ads


TikTok

  • Hyper-personalized algorithm

  • Fastest growing app in the world (overtook Google as most visited internet site)

  • Share videos up to 10-minutes long with trending audio, sound effects and filters

  • Popular for ages 10-29

  • Consumers in the U.S. spend the most time on TikTok

  • Fun Fact: According to the 2022 Sprout Social Index, 73% of users feel a deeper connection to brands they interact with on TikTok vs. other platforms


Instagram

  • Showcase products and services through (staged) photos and videos

  • Instagram business profile provides rich data analytics

  • Meta owned; can connect directly to Facebook account

  • Popular with Millennials and Gen Z


LinkedIn

  • More than just a job search engine and resume site

  • Great place to build your brand and network

  • Can use to establish thought leadership (share your blogs!)


Snapchat

  • Focus is on photos and short videos (snaps) shared between friends

  • Made vertical video popular for Instagram and TikTok

  • Not widely used for marketing purposes but still has potential for the right strategy and audience


X (Twitter)

  • Great for posts on news, entertainment, sports and politics

  • Emphasis on real-time information

  • 280-character max

  • Controversial platform since Twitter transition


Step 3: Understand your metrics


  • Reach: number of users who saw your post

  • Impressions: total number of times your content appeared on a screen

  • Clicks: clicks on your content or account

  • Engagement: total number of interactions

  • Hashtag Performance: which were most used or best associated with your brand?

  • Organic vs. Paid Likes: organic growth is harder; what did you spend on ads?

  • Sentiment: how users react to your content, brand or hashtags


Step 4: Define your content strategy


It all boils down to your goals. But essentially, you have 3 key places to start in the book business:


  • Connect with readers

  • Network with fellow authors

  • Seek out partnerships and collaborations  


Regardless of what you post, generate several hashtags to compliment your content. I will always include #julienavickas in any post. Other common hashtags include: #authorlife #writersofinstagram #authorsofinstagram #writerslife #ireadromance #romancenovels. Find what’s right for you and your book(s).


Step 5: Find your brand voice


One of the best ways to stand out on social media is to define your brand voice & style.

  • Be consistent

  • Stick to content themes

  • Themes can help you become more consistent and zero in on a content strategy that works. Examples:

    • Book reviews

    • Writing tips & education

    • Motivational quotes

  • Pull quotes & other book teasers

  • Memes


While those are your five key steps to building an effective social media strategy, you also need to consider content trends:


  • Stories and time-sensitive posts

  • Short form video

  • Posts that show off your human side (personal and personable content should be your cornerstone)


General Tips for Success


  • Assemble a content calendar (Later is a great tool!)

  • Post at 3 p.m. (Chicago time) - theoretically, the most people are active in each time zone

  • Evaluate and continually work to improve your strategy. Adapt. Look at your top-performing content

  • Repurpose/recycle content whenever you’re able

  • Create templates and folders in Canva to save time and stay organized

  • Call to action: ask your viewers to do something even if it’s just answer a question or visit a website

  • Engage: to grow, it’s not just about content creation; external engagement is just as important

  • Post content daily. Plan 1-2 weeks in advance; aim to post video 3-times per week


What did I miss? Do you have anything to add?

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