November 11, 2020 § 14 Comments
What I heard: I don’t want to share my real self or genuinely connect, but I want people to sign up for my commercials.
Because yes, we share our blog links and promote our friends’ books, too, but these are all commercial activities. Read me. Buy me. Buy this other thing.
Nobody wants to be your customer. They want to be your friend.
Facebook already knows this. That’s why Facebook feeds you a steady stream of news from family and acquaintances, posts from interest groups you’re part of, and a very occasional post from that author page you liked a long time ago because your friend asked you to.
Even when you like and follow a business or author page, Facebook rarely delivers their posts. You have to specifically visit the page. For that author, only 10-15% of the people who clicked “follow”—who signed up on purpose!—will see their posts. Mathematical algorithms weigh a page’s popularity and interest to the public, because what Facebook wants is for people to spend more time on Facebook. If a page has thousands of followers, Facebook shows the posts more widely and more often. Famous people get more famous. Viral content goes viral-er.
Social media algorithms aren’t looking for “quality” or “this author deserves a boost!” so if you want anyone to see posts from your author page, you’ll have to pay for advertising. Do you have a product to sell? Your beautiful book, or maybe a course you’re teaching? Run $20 worth of well-targeted ads. No product yet? Don’t bother.
Because Facebook Author Pages don’t attract their own traffic, they don’t usefully separate professional from personal. You will always get far more engagement on your personal page. (Try posting the same link or post or picture to your author page and your profile and see who shows up where.)
No-one wants to be your customer. They want to be your friend.
Even if they see your post in both places, commenting on a friend’s post feels “real” and “connected” in a way that commenting on their low-traffic author page doesn’t.
For a useful compromise, join some interest groups on Facebook. There are plenty of writing groups in all genres, and whether you write about boating or genealogy or special-needs parenting or hot-air ballooning, your topic almost certainly has groups, too. Lurk for a while until you understand how the group functions. Comment when you can help, or congratulate, or encourage. Almost zero groups allow direct “buy my product” advertising. But if you gain a reputation for being helpful and kind, people will ask you about your book.
Administrating an author page is a little more difficult than updating a personal profile. They don’t get traffic, they feel fake even to your friends, and you’ll feel weird constantly advertising yourself.
Make a Facebook Author Page anyway.
Here’s why: One day, you’re going to publish that book, or that second book, or offer a workshop or a course, and you’re going to want to spread the word. You can only buy Facebook advertising for posts on a page, not your personal or group posts.
Here’s why else: if you’re writing a book that will benefit from a social media platform (that’s not all memoirs!) agents and publishers will care how many followers you have on Facebook personally, and on your page. They’ll also care about how many members your groups have, and how active you are in the groups. Pumping up those numbers from scratch at the last minute doesn’t create genuine connections. A long, slow process builds bridges between your writing and reading communities.
- Set up an automatic feed to post to your author page whenever you write something new on Instagram/Twitter/your blog (I use IFTTT, it’s free).
- Share non-private posts from your personal profile to your page, so your fans see some of the personal you.
- Once or twice a week, find a helpful or well-written blog or article you didn’t write. Say why you liked it or found it thought-provoking, and quote something intriguing or counter-intuitive. Post that to your author page (and Twitter, if you have it). Tag the original author. Sharing their work connects you to them a little more, and their fans may discover your work, too.
Sharing your work on your personal profile, among the genuine moments of your life, will always be more rewarding and gain more readers. “We had a picnic!” “So excited about my publishing deal!” and “Wow, these fall leaves!” are far more engaging than “Buy my book,” “Review my book,” “Tell your friends about my book.” Instead of asking friends to watch a commercial, your work sits amidst the many things you mutually find interesting. But a Facebook Author Page has advertising and platform benefits you’re going to need one day—so start gently building your following now.
Allison K Williams is Brevity’s Social Media Editor. She’ll be teaching the webinar Second Draft: Your Path to a Powerful, Publishable Story December 16th (replay will be available). Click here to find out more and grab your spot!