I know, I know, who cuts social media marketing in the modern era?
Well, consider the question. It is entirely possible in the age of social media saturation that many people are at or past a tipping point into social media exhaustion. After all, we’ve been exploiting the digital sphere in every possible way we can imagine ever since it was invented, practically speaking, and people are growing weary of quite a few “overdone” mainstream marketing moves, including holiday sales. Consider REI’s “opt outside” program, a push-back and against Black Friday insanity.
(Incidentally, this is nothing new. The Puritans banned Christmas/Yuletide carols back in 1600s, claiming that to sing them was a political act and an embrace of a “‘popish’ and wasteful tradition […] with no biblical justification” and we all know how far, literally, they were willing to go to enact their beliefs … so, you know, there’s nothing new under the sun.)
Back to book marketing. One of the very good reasons why some authors are pulling away from social media is that they’re over-extended. That is, they’re trying to do too much with too little (time, energy, money) and need to refocus on areas where they see good traction and meaningful engagement. Spending lots of time on maintaining a Twitter account with a following of 25 is a waste if one has truly tried all of the tips and tricks of the trade, particularly if one has, say, a robust following on Facebook.
Growing up, my father always told me time is money. He wasn’t wrong.
As author and blogger Delilah Dawson writes on WhimsyDark:
We are glutted with information, and yet our answer to “How do I get people to buy my book?” is social media marketing, which is basically throwing more information out into the void.
She’s got a point, too. More information isn’t always what’s needed; meaning and value are what’s needed, and most appreciated, by readers and book-buyers today. Just tweeting or blogging is not enough … each tweet and blog post must provide something the reader can’t get anywhere else, and which adds in some measurable or immeasurable way, to the book-buyer’s life.
Otherwise it’s just white noise. And as Nancy Peacock writes, there are a lot of small ways in which social media can eat away at our happiness and our productivity as authors:
Something was going on in my brain and I knew it. I knew I was in trouble because I could not focus on the book I was trying to write. There’s always self doubt with writing, but this was different. This was more than the question of whether or not I’d be up to the task. I couldn’t concentrate long enough to even enter the flow. My mind was fractured and splintered, my spirit in constant agitation. I felt like I was failing at everything.
I think we’ve all been there, and we may even be there more often than ever now that our computers have become hubs for all manner of distractions, including (as Peacock details later in her piece) social media in all of its forms.
Srinivas Rao, in an excellent piece for The Mission, writes that quitting social media can actually improve quite a few aspects of the author’s life in addition to providing more meaningful content. Says Rao, the benefits include “less anxiety and more happiness,” “presence,” “increased focus,” and “improved productivity.” I don’t know about you, but this month those benefits are sounding preeeetty fantastic.
So, this November, take a moment to consider the possibility of nixing social media. If your immediate knee-jerk reaction is “but I have such great followers!” and it feels like shutting down something vital and important to your creative recharge process, then maybe this isn’t a move you need to make. But if your response is more along the lines of “well, I don’t see much engagement there anyway” or “I probably won’t miss it” … then maybe it’s time to take a step back from marketing your book on social media, or at the very least refocus your efforts on platforms where you have a good toehold.
I know this isn’t a terribly popular sentiment, especially to the companies (like Twitter and Facebook) who monetize your access to social media and turn a profit off of the free content you’re posting on them, but not everyone needs to use every tool in the toolbox. It’s always, always about picking the right tool for the job. Let the other tools wait for authors who will find them better suited to their work, and focus on being “you” and the “best you” possible, in branding as well as other efforts. And as always, we’re here to help support you in your decision!
You are not alone. ♣︎