I talk to authors all day about their relationships with social media: what’s working, what’s not, and what’s downright frustrating. Overall, I hear some pretty similar complaints. Social media is changing so quickly that, for some, what started off as a healthy relationship has turned into a toxic time-suck. I hear you, it’s hard! But at the end of the day, social media marketing vital every successful author today. Like it or not, you’re in it for the long haul, so it’s worth putting a little work in to get back on good terms with your social media marketing. First, it’s good to figure out how you got here:
The Honeymoon Stage
Ah, the dawn of social media. All was well, it seemed almost too good to be true! The ability to connect with hundreds or thousands of your readers and it was all (wait for it): free. The internet drastically lowered the barrier to entry for new authors, something that still holds true today, and social media became a powerful tool for authors to grow their fan base. One of my authors remarked that “it was easy to sell without selling.” Most importantly, you got results from the time you put into social media: your sales soared! Those were the days.
So you kept running with what first grew your social media presence, and then something changed. All of a sudden it seemed like the Facebook algorithm was against you and that it was harder to make sure your followers were seeing your content. The way people interact with social media also has shifted; what worked for engagement two years ago may not get you those same results and your Facebook ads may not be getting good ROI anymore. So you pulled back. What once was a good relationship became a drain on your time, energy, and finances. You may be trudging through these new challenges, doing the bare minimum and channeling your energies elsewhere, or you may have even broken up with social media entirely. One thing’s for sure, something changed.
Falling Back in Love
Some days it may not feel like the fight with social media marketing is one you can win. But if you can rediscover a healthy relationship, I promise, it will be worth it. Why? Because social media is still the number one tool for building your online readership community. Though it may be more of a struggle to achieve results, it doesn’t mean that all the things that made you fall in love with social media aren’t still there.
If you’re at your wit’s end with this relationship, it’s time to step back and reevaluate your strategy. You’ve changed, it’s changed, your readers have changed, so why has your social media strategy stayed the same? This means figuring out what platforms your readers are on now, what content they’re interacting with the most, and finding out if your target market is still the same. It also means seeing what’s working for other authors that have thriving relationships with social media marketing.
No matter what your relationship with your social media marketing, it’s always good to check in and see how you can make it even better.
In need of a social media marketing relationship counselor? Let’s talk. Email me at firstname.lastname@example.org.