Note: This page was updated December 2018.
You want to use social media, as it’s the best way to market directly to prospective buyers of your books. But with the dozens of social media sites out there, which one or two are best for you?
Which social media platform(s) you use largely depends upon three factors:
• If your target audience is there
• If the platform lends itself to the way you promote your book
• If you get results from posting there
As an example, my writing guidebooks do quite well on Twitter, Google+ (during its heyday) and LinkedIn but don’t net much off of Facebook, Pinterest or Tumblr. I don’t get many followers on Facebook, and promos for my writing tips blog don’t lend themselves well to picture-oriented platforms like Pinterest and Tumblr. In contrast, my hiking trail guidebooks do quite well on Twitter, Google+ (again, during its heyday) and Pinterest, all of which can show scenic pictures from the trail. As with my writing guidebooks, not many people follow my hiking guides on Facebook and the recreational activity doesn’t fit the professional nature of LinkedIn.
So, you’ll need to test each platform to see what works best for your books. To get started, here are the major social media platforms that you should consider trying out.
Twitter
With more than 313 million visitors every month (for this and all further quoted numbers, as of January 2017), Twitter offers an excellent opportunity to build a large base of followers. To get more follows, use hashtags, retweet other tweets, and follow others. Building a base of followers takes time, but once you reach 10,000 followers, it tends to take off on its own.
Facebook
With 2.07 billion monthly visitors as of spring 2017, Facebook allows for excellent targeting of prospective customers if you are willing to enter the ad arena. It’s not so great for just making posts, unless you can develop a solid base of followers who regularly check your page.
YouTube
YouTube receives 1 billion monthly visitors and is the second largest search engine in the world – yes, that’s right, an incredible number of people go right to YouTube to see if there is a video on the topic they want to know about. Because of this, on other search engines YouTube videos usually appear high in search results.
LinkedIn
Popular among professionals, LinkedIn is a great way to connect to others looking for consulting and coaching. It’s also an excellent way to develop a relationship; given this, the platform is less effective for selling books than it is for selling services related to your book (which in turn leads to book sales!).
Instagram
The most popular of the photo-sharing platforms with 600 million monthly visitors, it is an great platform for posting photos of you at any events. Unlike other platforms, where hashtags either are not used (LinkedIn) or frowned upon if more than three are given (Facebook, Twitter), most Instagram posts contain any number of the metadata tags.
Pinterest
The photo-sharing sight is excellent for posting pictures of your book covers and other products (be sure to include links to the pages where they are sold). Because tagged items in Pinterest can go viral rapidly and show up high on search engines, you really can significantly boost your sales. Pinterest boasts 150 million monthly visitors.
Tumblr
With more than 420 million users and 113 million posts per day, this photo-sharing sight can be used the same way as Pinterest. Tagged items tend to appear high on search engines.
Google+
Unfortunately, Google announced it will shut down this social media site in April 2019. There's little reason to build your audience on it anymore, but if you already have a large audience there, keep using it until your followers migrate to your other social media sites.
A word of caution: Of course, not all of those monthly visitors are interested in the topic of your book or even in reading. Generally, the more visitors, however, the greater the number of them will be interested in your book’s genre or topic.
Professional Book Editor: Having your novel, short story or nonfiction manuscript proofread or edited before submitting it can prove invaluable. In an economic climate where you face heavy competition, your writing needs a second eye to give you the edge. I can provide that second eye.