Lately, I’ve been paying attention to what my favorite authors do on social media.
Some aren’t very good at it, in the sense that you never see them at all. Some aren’t very good at it because they manage to enrage a good portion of their fanbase without meaning to do so.
But others bear watching. I’ve been impressed at how J.K. Rowling has dealt with everything from international crises, to Brexit, to people commenting on decisions she made regarding her characters. She’s a class act, let me tell you.
I’ve been a published author for about six years now, and there are things I wish I had done differently from the beginning if I was allowed that famous ‘do-over.’ I’d be less forthcoming with stuff about my personal life, I’d pay less attention to reviews, and I’d have planned my releases better. Hopefully, I wouldn’t have let real-life get in the way of my production to the degree that it did.
There are lots of reasons for that. An unforgiving day job, a health crisis, and so on. These are things most people have to deal with, and yet others still manage to be productive in the face of tougher challenges than mine. So why did I go from producing the equivalent of a novella a month to barely managing a novel a year?
One of the big reasons was a shift from Live Journal as the place I hung out and chatted with friends to Facebook. I’ll be the first to admit, I miss LJ. I still go to my journal, but the community is gone. People have moved on to other, more active platforms. One of the things I see that bothers me is that many of these platforms seem to need you to be there all the time in order to be a part of the community.
How does anyone get anything done?
I’ve posted before on what I see as the problems with Facebook; especially the way it causes you to compare your life with others (and come up short). But there’s another problem with Facebook and Tumblr and their ilk that I think is an even bigger issue: they are addictive time sinks.
When I am stressed and tired, I tell myself I need to unwind a little before attempting to to write. What happens is I spend some of my best writing time wandering in circles from one social media platform to another. Sometimes I start conversations, only to have to go back and respond to the comments I generated with my post. Sometimes, I just scroll along, liking or RTing posts as I come to them, drugging my brain with a constant barrage of images.
Over the last five years, I would say there has been a big increase in my base level of anxiety. The sidebar on Facebook is typically filled with horrible news or events that are trending at the time. Friends will post heartbreaking images I’d rather not see, or post support of political and social ideologies I find unbearable. Lately, with all the heartache in the world, I find myself needing to take more and more breaks from social media. As we come into the Presidential elections here in the U.S., I can’t imagine I will be able to bear the fever pitch of hostility and polarization that the political rhetoric has created.
And yet I worry: surely if I abandon my social media platforms, I run the risk of dropping the ball on my marketing, right? After all, I’ve worked so hard to make sure my voice is heard among the sea of many who are out there plugging their craft, same as me.
Well, I’m beginning to think that’s not the case. Last month, I wrote a post on this website about my frustrations with readers who justify pirating and illegally uploading books to torrents. It automatically crossposted to Facebook and Twitter, and I went on with my day. To my utter surprise, it went viral. I had over 60 K hits on the website in a 24 hour window, and at last count, the post has been shared over 10K times.
And I did nothing to ‘promote’ it. I wrote it in a fit of frustration and clicked ‘publish’. Apparently some of the things I said struck a chord with a LOT of people, and it was shared accordingly. I strongly suspect nothing I ever write again will trigger that kind of reaction. I can’t say as I saw a big bump in sales, either. But my point is this: I’m rapidly coming to the conclusion that self-promotion is a big waste of time. And while I think it’s perfectly fine to hang out with your BFFs on your favorite social media platform, keep in mind it is taking time from your best promotion effort ever: your next story.
So this is what I see successful authors do with social media:
- They do what my friend Shira Anthony refers to as ‘ninja posting’. They pop in, make a quick post, and close the browser before they’ve lost the best hours of the day to endless scrolling.
- They avoid the controversial and the political–something I have a tough time doing. Sometimes things are so egregious, something must be said. But shouting to the choir on your side probably isn’t the best way to go about changing minds.
- They post upbeat or interesting things–such as photos of their latest trips, or their reaction to the wildly popular television show everyone is watching right now.
- They are themselves–but with makeup on. You know what I mean. It’s the person you are when you go out on that first date, as opposed to the one who’s been in a relationship for 20 years. Yes, it’s you, but the best you. The polished you.
- They spend more time writing than promoting or socializing.
So perhaps now is as good a time as any to spend less time on social media for a while. Not just because I need a break from all the bad news in the world (seriously 2016, go home–you’re a mean drunk!), but because I’ve got things to do. Places to go. Stories to write. Life to live.