An Indie Author’s Social Media Primer | Summary Edition

Well, it’s been quite a project, this social media primer of ours!  I hope it’s proven as useful to you, our readers, as it has been enjoyable for me to write!  I thought I’d take a couple of minutes to take a lingering glance in the rear-view mirror, and write a bit of a retrospective on what it means to carry out a social media marketing campaign–and how a primer fits in.

We’re here,” I wrote in that initial blog post, first and foremost, to talk about how to market your self-published book.”  And therein lies both the value and danger of social media as a marketing tool.  If you really are using social media effectively, as a natural and organic extension of your existing work and personality, then you’ll most definitely benefit, and your book sales will most definitely benefit as well.  If you approach social media as an all-purpose tool and the only tool you need in your toolbox–or if you present yourself falsely, inauthentically, or otherwise find yourself at odds with your fans–or if you bite off more than you can chew–or if you find yourself slipping into social media as just another time-waster–then you’re missing the point of being an author on social media.  These are the pitfalls, or at least a few of them, and they should not be taken lightly or underestimated.

social media

Here’s the trick to being a self-published author on social media:  You must always remember that you are, first and foremost, a writer.  And as we’ve said before here on Self Publishing Advisor, the absolute best decision you can ever make in marketing your book is to write another book.  If social media helps you spread the word, and helps you keep writing, then it has a place in your campaign.  If it distracts you, or distresses you, or eats into time you would otherwise spend writing, then you should revisit the expression “effective marketing.”  There is, however, a great deal of value to trying something new, especially when you hit a roadblock.  It is my hope that, by providing a primer guide to each of the major (and some of the minor) social media platforms, I may take some of the guesswork and fear out of launching yourself into the world of social media.  Maybe, just maybe, you’ll be able to bypass some of the misery and second-guessing and mistakes that I myself have made over the years–and find a new home, a new community, and an engaged readership in some unexplored corner of our digital universe.

The List:

  1. First Thoughts
  2. Twitter
  3. Tumblr
  4. Instagram
  5. Snapchat
  6. YouTube
  7. Pinterest
  8. Goodreads
  9. Etsy
  10. LinkedIn
  11. Flickr
  12. Facebook

Thank you for helping me build this Social Media Primer!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of marketing musings. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.

An Indie Author’s Social Media Primer | Facebook

It should come as no surprise that we’re going to take a quick look at Facebook as we work our way down the list of social media platforms the digitally-savvy indie or self-published author should consider using when launching a comprehensive self-promotion campaign.  And it probably is similarly unsurprising that we’ve looked at Facebook beforeseveral timesso many times–and that we’re just one blog among many to have done so.

Facebook

There are, in fact, so many resources out there about how indie authors can make use of Facebook, that the greater challenge is not in finding information–in contrast to, say, my posts about Etsy and Snapchat and so on–but in discerning which information is actually useful!  To that end, I’ve compiled and curated some of the better (and more well-maintained, that is, up-to-date) resources below for your easy review, as opposed to listing our own “best practices.”  My hope is that you’ll find all the appropriate details you might need at your disposal in order to navigate the intricacies of the complex proposition that is Facebook.

Debunking the Great Facebook Myth: “It’s just one giant moving target–there’s no point to trying to master anything about Facebook, because it’s just going to change again in a few months!”

While Facebook’s developers are constantly tweaking the algorithms and codes and format of things (it’s true, we must admit), the website itself remains fairly stable in a number of ways.  First of all, the fact remains true that Facebook is where the people are–the people, the relationships, the possible connections, and the real market for your books.  Consider this infographic, courtesy of Rebekah Radice:

Social-Media-Active-Users

The people are staying put, and sticking by Facebook, despite the not-uncommon doomsday forecasts to the contrary.  But that’s not the only aspect of Facebook that is stable: the features may alter a bit in form and function, but the concept of what you’re using those features for remains the same.  I’ve written a great deal throughout this series of primers about social media marketing targeting certain specific pillars of the online experience: findability, adaptability, usability, and authenticity.  If any of these four aspects is missing from an author’s social media presence, they’re bound to suffer.  If, however, you are conscientious in maximizing your Facebook presence, as these resources should help you to do, then you’re practically guaranteed to grow your reading audience.

Top 5 Best Resources:

1. “The Power of Facebook for Authors” by David Henry Sterry over at The Author Online.

2. “30 Ways to Build Your Fanbase with Facebook” by the folks over at Duolit.

3. “My Experiments with Facebook Ads” by Rami Ungar over at Self-Published Authors Helping Other Authors.

4. “Facebook Ads: Should Indie Authors Buy Them?” by Joel Friedlander over at The Book Designer.

5. “7 Essential Elements for an Author’s Facebook Page” by Antonella Iannarino over at the David Black Agency’s official blog.

And a bonus additional resource:

The tag archive for “Facebook” over at ALLi‘s “How-to For Authors” blog.

Please keep us posted of your own successes as you experiment with new platforms.  You’re our most inspiring innovators, and the internet is your laboratory.  We can’t wait to see what you do!  And make sure to check back next week, as I wrap up this social media primer with the all-important summary edition!

If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of social media know-how. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.

An Indie Author’s Social Media Primer | Flickr

Remember when I wrote a primer for indie and self-published authors looking to make their debuts on Instagram?  Well, I’m back this week with a new primer geared towards those of a visual bent.  But instead of looking at one of the Big Five (Facebook, Twitter, Tumblr, Pinterest, and Instagram), I’m going to take a quick gander at one of the less talked-about tools in the indie author’s toolbox: Flickr!

flickr

There are, of course, several key differences between Instagram and Flickr.  If you’ll remember, the top 5 “best practices” I recommended for Instagram users were to (1) “Go for the gut;” (2) “Think regular, but not too regular;” (3) “You’re in the inspiration business, so share yours;” (4) “Use the hashtags and @username functions;” and last but not least, (5) “Don’t posture.”  While intuition, inspiration, reliability, authenticity, and metadata remain important when you make the leap to Flickr, the platform is so different that their manifestations must also be.  In fact, I’d suggest we rethink what makes a Flickr image “social” altogether.

Debunking the Great Flickr Myth: “It’s just a place to store photos.”

While it certainly is a place to store photos, Flickr isn’t just a high school locker we pack full to overflowing.  Other visually-oriented social media websites like Instagram or Pinterest “capture” their users by making it easy to interact with photos and share items within the platform itself, and while you can certainly share links to Instagram and Pinterest content, the format of said sharing creates a hit-or-miss prospect when it comes to non-users viewing your material.  That is, someone may choose to follow a link … or they may not.  You may also end up with duplicates of all of your pictures if you have Instagram set to upload photos directly to dedicated Facebook albums.  Not ideal, right?

A lot of people think Flickr is just another cloud storage option, like Dropbox, only complicated by the fact that you can also comment on and interact with the photos on Flickr itself.  Is it trying to be a social media platform, or cloud storage, or what?  When you approach Flickr with the expectation that it will look and feel and function like either Pinterest or Google’s outmoded Picasa Web Album system, you’re bound to get bogged down in a messy and unintuitive tangle of groups and discussion boards and so on.

It’s so much better just to skip all of that chaos and focus on what Flickr does really well, and what it can specifically do for you, an indie or self-published author.

Top 5 Best Practices:

1. Embed, embed, embed.  One of Flickr’s absolute best features is its embedability.  What do I mean by this?  I mean you can copy either a hyperlink for an individual photograph, or a hyperlink for an entire slideshow, and integrate this code into your blog or website to display continually there.  Why is this useful?  First off, you can create either one-off blog posts which feature beautiful high-resolution images (a Flickr specialty)––as The Daily Beast’s Nicole Villeneuve has done in her “Moveable Feast” article––or you can create a slideshow as a permanent feature of your website, as the University of Michigan’s School of Public Health demonstrates here.  While other social media platforms may enable you to interact with your friends’ photographs within the contained environment of their networks, Flickr fills in the gaps by breaking your images out into any web forum imaginable.

2. Ramp up the quality.  Instagram’s strength is that it relies upon timeliness, and a certain “in the moment” quality that brings immediacy and spontaneity to the table.  Flickr, on the other hand, allows its users to upload truly high-quality photographs with minimal compression and data loss (comparatively, at least).  Other social media platforms capitalize on users’ general satisfaction in simply sharing an image, no matter what quality that image is, quickly and easily.  But Facebook compresses all images by as much as 80 percent, which results in a great deal of fuzz and blur.  Flickr displays images at full resolution, making for giant and gorgeous incarnations of your photos in well-curated, smoothly synced pages.  It isn’t just a place where “hip” amateurs upload happy snaps; it’s a digital home for serious photographers.  Take advantage of both Flickr’s 1 terabyte of free storage and its cachet!

3. Think like a designer.  Perhaps this one’s a little … unconventional, but Elite Truong recently wrote a lovely article for Poynter that provides a lot of great pointers on how authors can learn a little from their more visually-inclined fellow artists––and I’m feeling inspired.  Think of Flickr as a medium, just as you do the white page of your word processor (or the physical paper of your notebook!).  How can you build narratives with images that reflect or complement the narrative you’ve already shaped into a book?  You don’t have to become a watercolorist or a professional photographer overnight––but, but––you can definitely steal a hand from their playbook when it comes to connecting with new audiences or better connecting with existing ones.

4. Cross-link your description fields.  As with any other website, Flickr is rich in possibility when it comes to metadata.  You can tag and even geotag your images, add titles and descriptions, and direct viewers to click on hyperlinks that lead back to your personal website.  You can create thematic sets, albums, and slideshows; each new collection that you curate generates its own wave of metadata, which renders you more findable.  There’s so much metadata on Flickr, in fact, that sometimes it can be a struggle to decide just where to begin.  The description field?  Definitely.  The title?  Oh, yes.  You can even tweak some of the camera settings (like aperture and focal length) that are displayed alongside your images.

5. Think “Portfolio” rather than “Scrapbook.”  This is not to say that scrapbooks aren’t awesome.  They are.  They simply aren’t a one-size-fits-all tool for every situation.  Sometimes, you need a beautifully-built, professionally-presented, visually stunning home for your images.  And whether you, as an author, are posting behind-the-scenes pictures of your writing space, or perhaps high-resolution illustrations of certain pages of your upcoming children’s book, or even art prints of certain favorite quotes from your works, there’s no better way to get new readers to do a double take than with a Flickr slideshow.  A handy rule of thumb might be: If a picture is something you simply want to share, then Instagram or Facebook may be well and good; if it’s something you want to sell, then Flickr will showcase your product to maximum visual impact.

Most Overlooked Feature:

Let’s face it, Flickr as a whole is an overlooked feature.  Sure, it may be making a bit of a comeback since its makeover at the hands of former Yahoo! executive Marissa Mayer, but it’s still not the first social media platform that authors think of when they’re looking to branch out into something new.  And as I mentioned before, there are some ways in which it converses easily with other platforms––there are groups, discussion boards, metadata fields, and profile pages to fill out––and ways in which it stands out.

When push comes to shove, Flickr is not a substitute for any of the Big Five, simply because its many users don’t quite amount to the critical mass of millions or even billions that the upper crust of social media websites has locked in.  Its specialized tools are, however, an asset and a credit to a much-needed niche if you happen to be looking for something a little … glossier … than Instagram.

I hope you’ll join me in building this Social Media Primer!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of social media know-how. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.

An Indie Author’s Social Media Primer |LinkedIn

If you’re not already a member of LinkedIn, perhaps you’re familiar with the following scenario: you wake up on a lovely Monday morning, high-tail it in to work with only minutes to spare before your shift at the factory plant or in the cubicle farm or out at the library begins; you pull up Microsoft Outlook to check your email and set up your day’s schedule, only to find … thirteen emails from friends who want to “add” you to their “professional network on LinkedIn”?  What in blazes does that mean?  Is it a scam or something?

linkedin email

No, it’s not a scam–I promise!  The emails are just an incredibly weird side effect and the only negative feature I know of to setting up a LinkedIn account.  (When new LinkedIn users have the chance to add friends to their network, the website mines their email contacts to generate networking possibilities, and doesn’t visually make it clear which of the folks you click on to connect with already have accounts and which ones do not).  So while the emails may clutter up your inbox, they’re not meant to be malicious–either on the part of LinkedIn, or the friends who send them.

linkedin

All this begs the question: What exactly is LinkedIn, and how can a self-published or self-publishing author best make use of the platform?  This social networking website touts itself as “The World’s Largest Professional Network,” is run by CEO Jeff Weiner (of Yahoo! fame) and a board chaired by founder Reid Hoffman (of PayPal and SocialNet.com fame) with the purported goal of connecting users interested in more career-driven networking than is made possible by, say, Facebook and Instagram.  It seems to be doing a fairly good job of achieving this end, as its approximately 364-million-strong user base can attest.  Any self-published author looking for a new weapon in his or her repertoire should definitely keep LinkedIn at the top of the shortlist!

Debunking the Great LinkedIn Myth: “It’s all work, and no play.”

LinkedIn certainly attracts a different user base from, say, Snapchat–but that doesn’t mean its users aren’t making full use of the platform’s more “social” aspects for recreation and enjoyment.  And as this article on the Daily Dot points out, industry professionals are being led into blogging and socializing by the platform–book lovers and self-publishing author’s don’t have to fight or struggle to carve out a niche … it already exists.  Users log in to LinkedIn, on average, less frequently than the average Facebook user (according to Mashable in 2013, the average Facebooker checked the app 15 times a day).  But engagement on LinkedIn is, contrary to some folks expectations, extraordinarily high.  This may be because LinkedIn is a destination website, a place to go rather than a place to go through to get somewhere else or to burn some free time.  Users see LinkedIn as a tool, and they’re more likely to actually read the blog posts (for example) that they see on there than ones they might stumble across elsewhere.

But what is a self-published author to do?  Setting up a LinkedIn profile will benefit anyone, but what are some ways that an author can make special use of the platform?

Top 5 Best Practices:

1. Groups, groups groups.  Other social media platforms have group discussion boards–last week, for example, I specifically pointed out Etsy’s group features–but not all groups are created equal.  What may seem perfunctory or underdeveloped or a programming afterthought elsewhere has been brought close to perfection on LinkedIn.  You can tell that group memberships and discussions were a priority of the website’s developers, as the interface is clean and smooth and easy to interact with.  You can find or create groups, manage groups, join groups, and participate in groups you’re interested in without worrying about the content being dumped straight into indexing search engines for everyone running a Google search to see–LinkedIn’s algorithm is much more picky in what it offloads than, say, Goodreads’.  You can customize the privacy settings of the groups you manage, rendering some public and free to join, and others private or invitation only.  And all that I said above about user engagement being high on LinkedIn?  There’s no better place to see this engagement lived out in the round than in LinkedIn’s many active groups.  So: join a few!  Start a few discussions!

2. Keep tabs on the “Topics” page.  A simple search shows a beautifully put-together page in the Topics section of LinkedIn dedicated to none other than the subject of self-publishing.  These Topics pages serves as a kind of constantly-updated newsletter of everything posted to the website–articles, blog posts, groups discussions, presentations, companies, and industry trends–that relates.  You can find what characteristics or “skills” LinkedIn users engaged in self-publishing share (“Creative Writing” and “Editing” the top two–no surprise there!), or you can access a slideshow on “How to Write a Book in 10 Days” … just to provide two examples among many.  Don’t underestimate LinkedIn’s Topics!

3. Make it your first stop on the research train.  Are you looking to self-publish and you haven’t decided what company best represents your interests?  Many indie, hybrid, and self-publishing companies keep active LinkedIn pages, and you can take full advantage of this by connecting with the company itself or any of its employees who also have LinkedIn profiles.  Outskirts Press is a great example of a hybrid publishing company with a rich LinkedIn presence–many of its authors, author representatives, and executives are present there.  You can do your due diligence with ease, just by perusing a company’s profile and exploring the information presented there.  Want to know if you can trust a company to provide the best quality print on demand books for you?  Want to find agents, editors, or other collaborators?  Check LinkedIn.

4. Boost your credibility.  As I’ve mentioned already, LinkedIn attracts users who are highly engaged but who are also looking specifically to build business-oriented networks.  Accounts are reviewed by LinkedIn staff to verify that users are not using fake or ridiculous names, which is just one layer of the self-reinforcing professionalism that makes LinkedIn special.  If you want to create a brand around your name as a self-published author, there’s literally no better place to get started.  Creating a polished LinkedIn profile that takes full advantage of the metadata and the form available (enter as much information as possible to make yourself as findable as possible!) will allow you to feel confident that a publisher or agent who Googles your name comes up with something that confirms your reliability, credibility, and professionalism.  There’s not much more you can do to help yourself stand out from the pack!

5. Use the Pulse.  Just over a year ago, LinkedIn opened up its “Pulse” blogging platform to all users–a privilege that had previously been reserved for about 500 key “Influencers.”  Perhaps because it began with such constraints, Pulse retains some of its aura as a voice for the truly expert, and it’s a beautiful illustration of how a blog can indeed be seamlessly wound up with a social network.  Pulse offers all or most of the features you might find on a blog platform like WordPress, with great customizability and the option to include hyperlinked text.  Posts on Pulse automatically display as both a part of your user profile and your connections’ home page feeds.  They show up in search engine results, too.  The best part about Pulse is that you don’t have to use it as a blog if you don’t want to–you can use it as a secondary publishing platform.  Because Pulse allows for beautiful long-form posts, you could feasibly offer whole chapters or even an entire book (in chapters) for your connections to read!

Most Overlooked Feature:

The “Projects” section of your LinkedIn profile is an excellent–and under-utilized!–feature that you should definitely take a second look at.  Why?  Because it’s not just a spot to list ongoing works in progress … it’s a fully linkable and functional tool.  You can connect a project to an Amazon book listing, an author webpage, and to its actual editorial or publishing team!  I mean, how neat.

linkedin projects

Best of all, the projects section is a dedicated space, which means that the information you input there won’t get shuffled off of your profile page or lost in the aether.  Unless you choose to remove it, a book you list as a project becomes a permanent feature of both your page and the page of any other collaborators who confirm their connection to it!

I hope you’ll join me in building this Social Media Primer!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of social media know-how. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.

An Indie Author’s Social Media Primer | Etsy

If you’re a bibliophile, chances are you’ve heard of Etsy.  Chances are you’ve shopped on Etsy––or at the very least, window-shopped.  There’s something so winsome about this platform that just … sucks you in and then later spins you out, dazed and simultaneously envious of other peoples’ talents at handcrafts and carefully counting your change to see if you can afford to buy something beautiful today.  I’m not speaking from experience, of course.

Okay, so I am.  And what’s wrong with ogling a beautiful watercolor print of one of my favorite quotes, or eyeing a delicate little charm to add to my collection, or drooling (just a little) over the “reading fox” bookends––which happen to come in at #11 on this Buzzfeed contributor’s list of perfect gifts for the bibliophile in your life who already has all of the books that he or she might ever need.  There are at least a dozen other Buzzfeed articles that cover the exact same ground, and this isn’t just because Etsy is a great place to shop.  It’s because Etsy is a great place to both promote and sell, including for the self-published author!

Etsy

When it comes to the big social media platforms out there, nobody quite knows what to do with Etsy.  Is it social media?  Or is it just some form of social shopping, translated from the physical mall into the digital sphere?  The fact of the matter is, most people don’t think of Etsy as a digital gathering space for people so much as for objects, and that’s a crying shame.  Etsy goes out of its way to provide a friendly platform for indie and self-published authors to sell their books––and nobody seems to be talking about this very important fact!  And in large part, this mass silence can be attributed to one overarching misconception about Etsy:

Debunking the Great Etsy Myth: “It’s just a glorified Craigslist for selling vintage castoffs and overpriced coasters.”

Oh man, don’t get me started.  (Well, we’re already started.  This rant’s on me.)  Unlike last week’s post, which delved into the book-lover’s best friend Goodreads, not a lot has been written about Etsy as a community and a platform for authors––so this is all relatively new territory in respect to writing out the theory, even though Etsy has long been supportive of its self-publishing shops.  Etsy has gotten lots and lots and lots of attention, however, for carving out a vital place as a launching point for entrepreneurs of all kinds.

It’s easy to throw buzzwords like “entrepreneurial” around, but Etsy has a history of being absolutely serious about improving the lives of its users, particularly its marginalized, impoverished, or otherwise struggling users.  And self-published authors know all about struggle, right?  Sure, you can buy stuff on Etsy––but that’s not the only thing it’s good for, and if you spend even five minutes browsing the site’s many links and means of connection, you’ll get a good taste for why I’m including it in my list of Very Important Social Media Sites You Should Join Immediately!  Here are just a few thoughts to get you started.

Top 5 Best Practices:

1. Join a team … or a few.  Even before you list items in your Etsy shop to sell, you should take a gander through Etsy’s “Community” tab, and hone in on its ever-expanding list of “Teams.”  I know of at least two that are dedicated specifically to authors––this one, and this one––and there’s at least one more that’s given over exclusively to Etsy users who take part in the November NaNoWriMo challenge.  Quite apart from the wide-open general forums, these teams will help you find “your people” in Etsy.  The author groups are, for the most part, small enough to feel comfortable and large enough to provide a diverse representation of all sorts of best practices as lived out in various authors’ stores.  You don’t have to be an active seller on Etsy in order to take part in the teams and forums, which is a handy thing indeed for when you’re looking to launch your store but are still searching for ways to do so successfully!

2. Work the metadata!  Yes, yes, I know that my continual harping on boosting your “findability” is probably starting to sound like a broken record … but it’s as accurate in application to Etsy as it is on Twitter, Instagram, Tumblr, Facebook, Goodreads, and everywhere else you can imagine.  So: fill out your seller profile page fully, and mention all of the appropriate buzzwords––”self-publishing,” “children’s book author,” “author,” and et cetera.  You can even use your profile picture to feature the cover art for your latest book.  Etsy’s seller profiles, along with each item’s individual listing, feed directly into indexing search engines like Google, so give those algorithms some meat to chew on!

3. If you printed and made your own book, list it.  There are constraints to what you can sell on Etsy, it’s true, and this is how the website has managed to differentiate itself from big box stores and that behemoth, Amazon.  Its forté is in providing specially crafted goods of limited availability, either vintage or handmade.  What qualifies as “handmade” turns out to be a rather amorphous mass of flexible options, so don’t despair!  The easiest book to sell is going to be one you printed and packaged yourself, and if you’ve chosen a Print on Demand (POD) option like this author (who uses a local printing company in the UK) or this author (who used a digital printing company for comics artists, Ka-Blam) then you’re most likely still in the clear.  If you’re unsure about where your POD company falls in respect to Etsy policy, it’s easy to drop an email to Etsy staff to confirm or to apply to work with an “outside manufacturer.”  It’s helpful to approach these occasions not as obstacles, but as safeguards––Etsy simply wants to elevate demand by ensuring an item is of high quality and limited availability.  Self-published books almost always fit these criteria!

4. If your book doesn’t quite fit the category of “handmade,” think “BUNDLE” instead!  You can still take advantage of Etsy by offering your book for sale with a related craft item, perhaps a themed bookmark or other object or piece of limited-run merchandise that somehow ties back to your work.  For example, you might include some handwritten recipe cards if you’ve self-published a cookbook, or include an original (and signed!) piece of art if you’ve self-published a picture book.  Whatever you choose, you can either make it yourself or have someone else make it for you.  Just make sure the bundle carries with it a significant personal touch!  Think in terms of bundles, and think in terms of gifts.  What would you buy to go with that new mystery you picked up for your husband?  What item would just perfectly complete your Christmas package for your bibliophile of a best friend?  These are the sorts of items that will round out your bundle!

5. Go digital.  Etsy’s policies allow for automatic downloads when buyers purchase digital files.  This absolutely includes ebooks!  Most of the ebooks for sale on Etsy are, at present, craft-related or instructional guides (as this author/seller demonstrates), but there’s a growing cadre of authors in all genres finding representation there (if you don’t believe me, check out this author, and this one, and this one).  The only limitations are size (20 MB or fewer) and format (.PDF files only), but these are relatively easy constraints to work around.  And as always, Etsy demonstrates its eagerness to set its users up for success by posting a thorough “how-to” page for listing and selling digital items.

Most Overlooked Feature:

As you might have inferred from what I’ve already written, I think the most fearfully neglected asset Etsy has in its favor is its tight-knit community of staff and fellow author-sellers.  If someone hasn’t already asked the question in their forums, and if they haven’t already addressed a concern in their “Online Labs” (found in the “Community” section) or in their “Help” pages, and if it hasn’t been thoroughly analyzed in the “Teams” discussions, then Etsy staff will go out of their way to help you out via email.  Etsy’s founders want you to succeed.  Your fellow authors and sellers want you to succeed.  You want to succeed.  It’s literally the perfect environment for a newcomer to dive into self-publishing, complete with a resilient safety net and a genuinely interested set of supportive people to serve as your cheer squad.

I hope you’ll join me in building this Social Media Primer!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of social media know-how. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.

An Indie Author’s Social Media Primer | Goodreads

In contrast to last week’s post, which looked at a social media platform that is less-used (might I even say underused?) by indie and self-published authors, this week we’ll be examining the other end of the spectrum–at a platform that has been mined so often and so thoroughly for its marketing potential that setting up a profile has almost become a requirement.  I’m talking about Goodreads, if you haven’t already guessed, a website we’ve looked at before on Self Publishing Advisor.  Fortunately for us and for you, however, it’s a website that keeps evolving, and keeps generating new possibilities.  I can definitively say that most authors know some of the buzz about Goodreads, but very few know all of the ways in which this platform can be of use.

Goodreads

For those of you who are new to Goodreads (and don’t be ashamed if you are, despite what I just said about authors definitively knowing things–there’s always going to be some new corner of the Internet to explore!), what is this website?  In short, it’s a cross between Facebook and Amazon for readers and writers and those involved in the dissemination of books.  All users can create profiles, log the books they’ve read or are reading or want to read, rating them out of five stars and posting book reviews as they go.  You can find your friends by interlinking your Goodreads account with Facebook or Twitter or Amazon, or by using their email addresses.  (Goodreads was purchased after its stratospheric rise by Amazon, so a lot of its features (like reviews and “buy from these retailers” links) are already well-integrated into that other behemoth of the book industry.)

Authors get even a little more love, in that they can create specialized “Author Pages” that list their books (including pictures of their book covers), link to blog posts, and allow authors to create and manage book giveaways.  Goodreads is so passionate about making promotion easy for authors that it has even put together a comprehensive web page describing how to best use their features–you can find that here–and have left me almost nothing to add except a little style and flourish.

No, that’s a lie.  I still have a lot to say about Goodreads!

Debunking the Great Goodreads Myth: “If I have Facebook and Amazon, I don’t really need another spot to store all my book recommendations, do I?”

Oh, but there’s something so incredibly satisfying about falling into a community that shares your passion for literature, isn’t there?  Amazon was created to sell things, and its “social” structures were integrated into that website after they were proven to be marketable.  Facebook was created to be social, and its “profitable” structures were integrated into that website after they were proven to have social elements.  Goodreads, on the other hand, was designed around the reading experience, to aid and abet readers and writers in sharing their love of literature.  Both social and marketable elements shaped the platform’s earliest concepts, and so the fusion of these two aspects is 100% seamless.  To be sure, it won’t replace your Facebook or your Amazon account, but it occupies a third space–and an equally compelling one, in my opinion.  It fills a niche and fills it perfectly.

Top 5 Best Practices:

1. Set up an author page.  Do it.  There’s no excuse not to, not when the resources are literally right there at your fingertips, delivered on a platinum platter by Goodreads’ own staff.  And if you’ve already published books, don’t worry–you can “capture” existing books in the system and take ownership of them, even if one of your readers has beaten you to entering the vital statistics into the system.  And if you run into trouble, the Goodreads staff are always quick to respond to both emails and posts in their help forums.  There’s a seemingly endless list of possible situations that the staff will troubleshoot for you.  Remember all of my past references to “findability”?  Setting up a Goodreads author page and filling in as many of the empty fields as possible will, without fail, make you more findable.  Have you googled a book recently?  More than half of the top search results for the average book link back to Goodreads–reviews, book pages, author pages, and forum posts.

2. Be a reader–an active reader.  Quite apart to the other benefits of being an avid reader (which I’m sure you are, already!), being an active reader on Goodreads has some serious benefits for your self-promotion methods.  The more books you review–actually review, not just leave a three- or five-star rating–the more people will see your name and follow the name back to your author page, and land on your books.  Even established authors with big followings will benefit from reading and from using Goodreads as the tool it was designed to be–a platform for sharing one’s passion for the printed (or digitized) word.  Other readers pick up on passion, enthusiasm, and authenticity.  I have been followed by a whole host of strangers on Goodreads who see my reviews, and you can bet they form a perfect nucleus of potential new readers.

3. Encourage your readers and followers to write reviews.  Elsewhere, even offline or apart from Goodreads, reviews are a wonderful–or even necessary–component of a sound marketing strategy.  Whenever you click on a book page in Goodreads, you’re delivered a whole sheaf of reviews, and the ones with the most “likes” are prioritized by the website to be displayed at the top of the sheaf.  Other readers and respond to reviews by liking, or by replying with their own comments.  However you incentivize the posting of reviews on your own books (see my next point), make sure that you do incentivize it!  At the very least, encourage your readers to check out your Goodreads author page.  The more people who interact there, the more links and metadata that is generated, and the more “findable” you are through indexing search engines like Google and Bing!

4. Host a giveaway!  I’ll admit it, I’m a giveaway addict.  (And I know I’m not alone–FREE BOOKS?!?!  Who wouldn’t be?!)  Goodreads makes hosting a giveaway so incredibly easy.  I will sit there for hours perusing the list of upcoming giveaways, signing myself up and crossing my fingers that I win this or that one.  New readers will find you simply by virtue of the fact you’re holding a giveaway … and this is before you even let your existing fans and social media followers know that they can enter!  (And again, don’t be afraid of the Goodreads forums.  There’s a lot of excellent information to mine there.)  You can only host a giveaway if you’re a book’s author or a bookseller, and there’s a heavy emphasis on giving away new books, upcoming releases, and new editions of previously published books.  By limiting giveaways in this way, Goodreads has cultivated a certain level of respectability and credibility that you won’t find in a lot of other places.

5. Join a group.  Goodreads is built around networking, so make sure to take full advantage of all of the networking options on the website–whether that’s creating a book list through Listopia, or posting reviews of books you’re reading, or posting blogs to your author page, or joining a group.  The groups are where a lot of the fun happens, and you can find a group to fit even the most specific interest.  There are book groups based on genres, on careers (librarians and booksellers are well-represented, as you might expect), on where you live or used to live (the LA Transplants book club group looks quite interesting), what you do in your leisure time, and, of course, a whole bunch of groups that cater specifically to you, the indie or self-published author (including this one!).  If you haven’t already found “your people,” you might just find them in a Goodreads Group.  You’ll find encouragement, information, instruction, and feedback.  The key to a good group experience is, as with all things social media, living as authentically online as you do offline.

Most Overlooked Feature:

In my mind, this one comes down to two possibilities: Goodreads Events, and Listopia.  In some ways, I feel as though Listopia is on its way out while Events is still quietly going strong and perhaps growing in its possible offerings.  In essence, you can use Events to organize real-life or digital meetups, including book readings and sales or online promotions.  You get to invite both current Goodreads users as well as non-users (by sharing the link), and you can manage each event to meet your personal preferences for a “public” versus “private” or “restricted” guest list.  Yes, Facebook also provides options for event invitations and meetups, but they’re less specific to the book industry–and, simultaneously, less likely to be stumbled-upon by new readers.  In any case, you can’t hurt your chances by trying it out!

I hope you’ll join me in building this Social Media Primer!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of social media know-how. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.

An Indie Author’s Social Media Primer | YouTube

You already use it to watch every video your friends send you on Facebook, Twitter, Tumblr, and elsewhere.  Chances are, nine out of every ten video links you’re ever going to click (in this decade, at least) will link to something on YouTube.  It’s about time that indie and self-published authors get in on the action, don’t you think?  Only, wait a minute: they already are!

YouTube Screenshot

But before we dive into just how you can use YouTube to launch your self-marketing campaign, let’s address some of the basics.  What is YouTube?  It’s a video storage and hosting service which allows pretty much anyone who signs up for a free account to upload video files for public consumption (or private; like every other good social media platform, YouTube allows its users to toggle a number of privacy settings for each individual video as well as for their profile pages).  Once a video is posted to YouTube, fans and followers can distribute the link themselves, which makes it a great platform for viral campaigns.  And because videos are visceral in a way text sometimes isn’t, they make a fantastic impact on viewers’–and readers’!–imaginations.

Debunking the Great YouTube Myth: “It’s all cats, cats, cats.”

While I’m not above clicking a link to a good cat video every now and again (see what I did there?), I do think we’re doing a great disservice to the platform by claiming it’s all cats, because pretty much anyone who is anyone worth knowing about has a YouTube channel.  I’m talking VICE, John Green, Oprah, CNN, The New York Public Library … the list goes on, and on, and on, and on, and on … ad infinitum.

Top 5 Best Practices:

1. Post a book trailer.  We here at Self Publishing Advisor have written about the merits of book trailers before (here and here), but I just can’t emphasize enough how awesome a book trailer is–especially as regards your self-promotion and self-marketing agenda.  A book trailer provides a bite-sized (or “eye-sized”) bundle of information about your book to new readers for easy consumption.  A good book trailer will add drama and flair to your book’s public image … and it will also reach far more people.  YouTube’s algorithms will ensure that its users will stumble across your book whenever they search for similar videos or book trailers by other authors in the same genre.  Just make sure to take advantage of the metadata!

2. Post regularly, if not weekly.  You may or may not be familiar (and comfortable) with the term “vlogging,” internet slang for “video blogging.”  Authors like John Green verge on being professional video bloggers, in that they post videos of themselves with updates on their writing, answers to readers’ questions, or more generally, responses to fans, fandoms, and greater cultural trends.  You may not be a titan of Young Adult Literature like John Green, but you can definitely walk away with a few ideas from his channel.  Namely: provide new content on a regular basis (feed your followers!), consider tweaking your on-camera surroundings so that posts are well-lit and free of visual clutter (keep it simple!), and edit your posts before they go up in order to re-craft the posts for easy consumption (keep it short!).

3. Ask to join an existing station as a guest speaker.  Many channels such as Self-Publishing Roundtable will invite authors to serve as “guests” on their YouTube channels, in part to promote variety, and in part because they welcome the opportunity to provide new authors a voice.  Run a quick search on YouTube for channels to do with self publishing, navigate to that channel’s “About” page, and then click the “Send Message” button to contact the people on that channel directly.  You have literally nothing to lose and everything to gain by putting out feelers for folks who might be interested in helping you launch your new (or existing) book.  A few might say “No,” but there are (as my grandmother used to remind me) plenty of fish in the sea.

4. Pay attention to the details.  I mentioned lighting, time length, and editing before.  A good way of figuring out how to frame and film your first couple of YouTube posts is to watch a whole bunch.  Not just Lady Gaga music videos, mind, but videos that are doing something similar to what you aim to do.  Find those self-publishing-related YouTube channels and see what they get up to in terms of audio quality, clutter, editing techniques, and so forth.  You can always choose what to take and what to leave from these videos–they’re just a sounding board, not a structured guide, but they’ll still give you ideas.  You’re not chained to anything that they do!  Just make sure that you’re making conscious and conscientious decisions about content and presentation.

5. Don’t overdo it … on your first video, or any following video.  You’ll notice that some of the most successful author-related YouTube channels preserve an element of spontaneity, of freshness, and of personality.  You definitely don’t want to scrub your YouTube videos of what makes you you.  But another, less acknowledged quality of successful YouTubers is that they pay attention to length.  A long video, even a long and professionally-made video, is daunting to the average watcher.  In 2014, Adweek ran an article full of infographics about the ideal length of everything digital (I’m not even kidding), from Twitter tweets to hashtags to YouTube videos.  And what did they find?  That of the top 50 videos on YouTube at the time, the average length fell somewhere close to 2 minutes and 50 seconds.  Amazing.  Any longer, and the video is no longer “eye-sized” and runs the risk of losing a new reader’s interest.  Once you have built up a substantial network of faithful YouTube subscribers, you can fudge around with limits and goals and things, but for a newcomer?  Stick to a quick hearty blend of style and substance that will hook new readers in without taking up too much of their time.

Most Overlooked Feature:

Without a question, the most feature most authors forget about when it comes to YouTube is the playlist.  What’s more, there are plenty of great resources out there that will walk you through the minutiae of how to set one up (this one, for example).  It’s not an “undiscovered” feature for hearty and dedicated YouTube users, but it is overlooked by many content providers.  Essentially, a playlist allows authors to group together videos to be played by others in a specific order.  It creates a narrative out of your video collection, and helps a lot with the whole “findability” thing.  They’re sharable on social media just like individual videos, and they’re easy to create and edit.  Really, there’s no reason not to use playlists to organize your files on YouTube.

I hope you’ll join me in building this Social Media Primer!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of social media know-how. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.