Monday Notes: 5 Suggestions Before Asking Someone to Follow Your Business on Social Media

A few months ago, a friend asked me to follow her on social media because she’s re-branding and doing new things. Of course, I obliged because she’s my friend, and you know that’s what some friends do in the 21st century…support to increase the person’s social media platform in the beginning stages.

Following her, however, has prompted a few pieces of advice about maintaining a social media presence as a business or nonprofit:

Know your social media handle. As soon as she asked, I clicked on my Twitter icon and proceeded to look for her.

Me: Is it this one? @friend19_74?

Her: Oh, let me see…nope, nope, not that one. Try @friend1974.

Me: Is this you?

Her: Oh, naw, naw. Try @1974friend.

Me: So, this looks like you because your picture is here.

Her: Yes. Yes. That’s the one.

twitter_marchKeep your social media current. Once we found the correct account, I scrolled through, as is customary for me to do with strangers. I want to see what the person has posted recently. I want to get a feel for what they typically share. You know. Do they troll people? Do they engage in Twitter arguments just for the sake of being seen? Do they say mean and inaccurate stuff about celebrities or news? When I scrolled through my friend’s page, her last retweet was from seven months prior. Even at the time of my writing this, her last tweet was two months ago. Why would I follow a business that tweets infrequently?

img_9480
my baker cousin’s cupcakes

Make your social media relevant. My friend’s business is very niche. Let’s say for the sake of example that she sells cupcakes. When her IG photos pop up in my feed, there is information about cupcakes in the Bay area. If I don’t live there, or even on the West coast, then seeing cupcake info doesn’t interest me. But maybe if you post about those yummy cupcakes you just made, or link to a vegan cupcake recipe that I just have to try, or post a video of yourself making the cupcakes, then at the least, I’ll want to double-tap, and at the most, I’ll look for the website, friend or not.

Choose one site you really enjoy. Nowadays, people will have you to believe that business owners should be actively engaged on every social media site available. If you’re Nike or something, maybe. But, if you’re a small startup, I don’t think this is true, and I believe it’s caused people to burn both ends of the candle, so to speak. For example, a friend suggested I use Periscope when it first launched. I never did because I knew I didn’t have time to learn the inner workings of yet another site. But also, I was comfortable participating in what I was already doing.

Consider this, if you’re not really a photo/video person, then maybe you shouldn’t have an IG account. If you have more to say than will fit into 280 characters, then forgo Twitter. And if you despise FB so much, then let it go. Your social media presence will thrive when you engage in ways that you value, not because someone told you it’s a business requirement.

Do you all have any other advice for business owners who use social media?

6 Book Marketing Insights from Priscilla Goudreau-Santos

After I self-published Kwoted, it didn’t take me long to realize how much I’d underestimated the importance of marketing. As a result, I’ve spent a year researching different aspects of book marketing that might be helpful whether you plan to self-publish or go the traditional route. The following advice is based on an interview with publicist, Priscilla Goudreau-Santos. She has worked in communications for many years and has an extensive, well-rounded background in public relations, journalism, and marketing within diverse industries.

KEG:   What are the benefits of hiring a book-marketing publicist?

PGS:   One of the advantages of working with a publicist is that he or she can offer you needed exposure to media. Your publicist has the expertise to develop a list of media and bookstores that are best for you—saving time and energy. Publicists will also make the media calls for you. Although it’s necessary to make an investment in publicity, in the long run it’s much less expensive than traditional advertising and more credible. It also saves you time so you can focus on writing.

KEG:   What are the top three things you believe a good publicist provides to his or her client?

PGS:   When you interview potential publicists, ask them if they will regularly update you on their progress and provide you with information such as media lists, a schedule of media outreach, follow-up results, and any other outreach they may do for you. An experienced book publicist can be a valuable, effective partner who will offer education and direction, and can increase your book’s visibility in a very crowded, noisy field.

KEG:   What are some mistakes that you see self-published authors making when marketing themselves and/or their books?

PGS:   Oftentimes, authors don’t start with a plan. The first step is to determine your goals and expectations. Your book publicist is a resource and guide through all the myriad media outlets, but you are critical to your book’s success. Is your goal to sell a certain number of books? Or, is it to gain recognition of a cause that’s near and dear to your heart? The next step for authors is to start their marketing campaign well in advance of publication. I suggest that they learn as much as they can about publicity and marketing well in advance of their book’s publication date. A good resource is their publisher’s publicist or marketing manager. Once an author has determined her goals and expectations, and thoughtfully plotted a three- or six-month strategy, he or she can decide whether working with a publicist makes sense.

KEG:   Now that social media is a part of everyone’s lives, what do you see as the most important step in a social media campaign?

PGS:   Consistency. Use the channels that are most familiar to you and your fans. And, those that fit your demographic e.g. women ages 25-55. For example, if Facebook is a good tool in reaching your fans – one that you use frequently — this is a good place to start. If there are others that work well with your book topic such as Pinterest, use those in lieu of these or in addition to your preferred social media.

KEG:   How much should someone expect to pay for a publicist?

PGS:   The answer to that varies by which publicist and program you choose. I believe an effective campaign will vary from about $1,500 to $10,000 and might reach $15,000 depending on the scope of your marketing program and the results you hope to achieve.

KEG:   Is there anything else you’d like to add?

PGS:   As an author, remember that you’re in it for the long haul. Develop a campaign that reflects your values, is comfortable for you to implement, and that is sustainable over time. If you create a website or blog, make sure that you post to it regularly and that you include information that’s interesting to your readers apart from your book. Do this with your social media as well. The goal for all your online and traditional media is communication, and developing a following is all about being interesting. Thoughtful, funny and informational posts will go a long way in building loyalty.

prsicilla

Priscilla Goudreau-Santos specializes in book and author publicity. She owns Charlotte-based PR firm Priscilla Goudreau Public Relations & Marketing, http://www.priscillagoudreaupr.com, and is a partner in the author online platform, AllAbouttheAuthors.com. She serves authors and clients within diverse industries throughout the southeast including real estate and health care. You can reach her at 904-371-7751 or via email at priscillagoudreausantos@gmail.com.