by Andrea Dunlop
LB: Today on the blog I have Seattle-based author and social media consultant Andrea Dunlop. I asked her to critique my social media activity because I get a lot of compliments, but I honestly feel like I'm bumbling around most of the time. Here's Andrea.
As a social media consultant, I often work with clients who have either a small presence on social or are starting from scratch. So when Lisa reached out to me to give her social media a critique for a guest post, I was excited. She’s already done some of the hard work of cultivating an audience, so there’s something to build on.
There are a million ways big and small to improve your social media reach, and what’s more, new tools, platforms, and hacks pop up every day. I don’t pretend to know all of them (no one does), but the depth of the practice is what makes it so much fun to be a constant student of social media. It’s never going to be the same every day.
Below I’ve included some notes on what’s working well for Lisa on her blog, Twitter, and Instagram, as well as some recommendations for each.
Consistency: Lisa posts an average of at least once a week, which is my gold standard for author blogs. If you want to make your blog your main thing and a possible revenue generator, you’d want to blog more frequently (read a great series about that here from Ramshackle Glam’s Jordan Reid). But for most authors, your main goal is to bring some extra traffic to your site and keep readers engaged between projects. Once a week is great for that.
High-quality content: In addition to posting regularly, Lisa mixes in short posts with guest posts and longer, more in-depths posts on writing and publishing, such as this essay. Lisa has learned a lot of helpful information from her work, and she shares it with readers in a digestible way.
Reader Engagement: Many of Lisa’s posts about her writing involve a call to action for her readers, asking for feedback on a new prologue, or posting a call for beta readers, for example. Involving your readers in the process is an excellent way to galvanize your most passionate fans.
What to Work On
Focus: I love that Lisa mixes up her content, but it can also make the blog feel a little scattered. Lisa is doing a variety of interesting things (writing, indie publishing, game design) and this unique mix is part of what makes her worth following. This also means that she can hit a number of disparate audiences, which is great. The challenge here is making the content cohesive. Always think about what your core blog readership would be the most interested in.
Too Lisa-centric: Before you think I’m being critical here, this is a problem with most author blogs I see. Of course your fans want to hear about you and your books, but it’s easy for that to become monotonous for any reader who isn’t one’s husband or mother. Now of course there are exceptions and plenty of lifestyle bloggers who build platforms based almost solely on their own experiences, but again, that’s not going to work as well for an author blog. I would suggest to Lisa to add a bit more about what else she’s reading and content that focuses on fellow authors in her genre. Featuring others is also a great way to build community, which is one of the best long-term marketing strategies out there.
Consistency: Lisa tweets several times each day, which is a good bar for this platform (and why some people find it so intimidating!). The shelf life of a tweet is short, so if you don’t want to be on Twitter every day, you can always schedule tweets using a tool like Tweetdeck, but you also might consider whether this quick-moving, conversational platform is right for you.
Art: Lisa is taking full advantage of the banner space on Twitter by using it as ad space. You don’t get much space for text on Twitter so the more you can use the visuals, the better. Twitter has really upped its game with its visual components to keep up with competitors like Snapchat and Instagram.
What to Work On:
Avatar: I really recommend using a photo, rather than a painting or other drawing for your Avatar. There are exceptions, of course, like Grammar Girl, but she’s a persona, so it works. One of the things Twitter is the most useful for is networking; therefore, I prefer a clean, clear headshot (no hats and glasses please).
Too Lisa-centric: My biggest critique of Lisa’s Twitter is that it's almost exclusively about Lisa. This doesn’t mean that Lisa is a narcissist; it just means she’s not using the platform to its full effect. Twitter is one of the easiest platforms to use to share work by fellow authors and writers by tweeting about books you’re reading, links to essays, pictures from events, the list goes on. A good ratio is: for every tweet that’s about you/ your book, you should have about four that acknowledge someone else. Cheryl Strayed is an absolute all-star at this.
Selfies: There are lots of smiley photos of Lisa and shots from her everyday life. Super cute! Lisa’s Instagram makes me want to go hang out with her, maybe swing by her house for dinner. Her account gives me a sense of her personality.
What to Work On:
If Lisa just wanted to use her Instagram for fun, her approach would be fine, but right now it’s underutilized as a marketing tool. As an author, Instagram doesn’t always seem the most obvious choice for social media, but it’s one of the most powerful tools out there if used well. Don’t take my word for it; take Vogue’s.
Some tips for Lisa:
Consistency: Three times a week is a good minimum; every day is better. Do this by…
Mixing it up: Instagram is not only a great place to share selfies and other in-the-moment photos but also stylized images about your book (a few examples over on my page), inspirational quotes, videos, and more. Lisa has a ton of great images collected on her Pinterest page that would repurpose well for Instagram.
Books, books, books: If you are an author, you should be reading constantly and you should also be snapping photos of what you’re reading and uploading them to #bookstagram. Especially if you’re hoping to reach a younger audience, #bookstagram is where it’s at. Check out my favorite Bookgrammer @BookBaristas to see how it’s done.
*For more tips on Instagram, read here.
Andrea Dunlop is a social media consultant based out of Seattle, WA with over a decade of experience in book publishing. She is also the author of Losing the Light (out now) and the forthcoming novel She Regrets Nothing, both from Atria Books (Simon & Schuster). You can read more about Andrea’s consultant services here. You can also connect with her on Facebook, Twitter, Instagram, and LinkedIn. She is currently running an introductory special for new clients, so book before August 1st to receive ten percent off your consultation fee.
Lead image courtesy of Pixabay.