Social Media for Authors: An Essential Guide

Navigating the world of social media can be daunting for authors. There are so many platforms to choose from, each with its own set of rules and a different user interface. I know that the task of building an online presence as an author can feel completely overwhelming. However, having written 28 books and built (and lost!) a substantial following, I can tell you that it is not impossible and that there are tips and tricks to streamline the process and make it far less stressful.

As an author, you probably love nothing more than hiding behind a screen, but social media is worth the effort. That’s why this post has been included in my book marketing guide.

The Importance of Social Media for Authors

Spoiler alert: Social media isn’t only for corporates and influencers 🙂 Navigating an online presence can be overwhelming, but it can also supercharge your writing career. It enables you to connect with your readers, build a strong author brand, and promote your books to a broader audience. Even better, it helps you build a loyal community, a valuable marketing tool in this industry.

The Digital Age

We are living well and truly in the digital age and in this era, the focus lies beyond exposure. You need to make meaningful connections with your target audience. That being said, you do need to establish boundaries for yourself, or you could get lost in an endless social spin cycle. Pick a few platforms and manage them well, rather than trying to spread yourself too thin.

Choosing the Right Social Media Platforms for Your Author Brand

When it comes to social media, not all platforms are created equal. Each has its unique features, audience, and best practices. Here’s a breakdown of the most popular platforms for authors and how to use them effectively:

Facebook

Facebook remains one of the most versatile platforms and when paired with Facebook ads, can be a potent marketing platform. Create an author page to share longer posts, updates, book releases, and events. Facebook Groups are a fantastic way to engage with your dedicated readers and create a sense of community. I have a Reader Group on Facebook, which is truly one of my favorite online places.

Top Tip: When creating your Facebook page and group, have a secondary administrator – a friend or family member that you trust will do. That way, if you lose your Facebook account or get hacked, you can have access to your group/page. I can’t stress this enough because it happened to me, and I have never been able to recover the page. It lives in cyberspace, unchanging, forever because there is no admin linked to it.

Instagram

Instagram is a highly visual platform perfect for sharing book covers and aesthetics, behind-the-scenes photos, and videos. If you use Instagram, be sure to use ALL of the functions available. Posting a photo every few days will not do much in the way of exposure – make sure to also post stories and reels, participate in Bookstagram and author challenges, and use hashtags on your posts. If you’re not sure what hashtags to use, this fantastic list of 30 of the most popular should get you started.

Top Tip: ENGAGE! Instagram is not a one-way street. I have personally found that my account reach increases significantly when I take the time to connect with others and react to their posts.

TikTok

TikTok might be new, but its popularity has exploded, especially in the book community. It is an incredibly powerful platform for authors – there’s a reason why an entire genre of books is called “TikTo made me read it”.

BookTok can make your book go viral, but even if you don’t become a TikTok sensation, you can still boost your sales with videos about your books, your writing journey, and your personal book recommendations. This community of book lovers will eat it up.

Top Tip: Consistency. The TikTok algorithm favors creators who post frequently and consistently. Don’t post a few videos and then vanish from the platform for weeks. Keep at it. Use a content planner or social media scheduling planner if need be.

Threads

Instagram Threads is a new platform, launched by Instagram in July 2023. It is most comparable to X and is perfect for those who prefer micro-blogging and don’t want to share endless photos and videos. One of the most practical features (that isn’t available on Instagram) is that you can use clickable links in the text, which makes it easier to point people to your books.

Top Tip: Do not get drawn into drama! Authors do not have the liberty of offending people online. Trolling is a very real thing and I have witnessed readers bombard authors with bad reviews over online disagreements or behavior. Keep your content upbeat and don’t fall into any rage bait traps.

X (formerly known as Twitter)

Known for its brevity, Twitter is excellent for quick updates, engaging with readers, and networking with other writers. Use hashtags to join writing communities, participate in Twitter chats, and share snippets of your work. Follow literary agents, publishers, and book bloggers to stay in the loop. Keep a lookout for pitching opportunities if you are wanting to follow a traditional publishing approach.

Pinterest

Pinterest can be a hidden gem for authors, especially those who write in genres like romance, fantasy, and young adult. Create boards for your books, character inspiration, and writing tips. Drive traffic to your blog or website by pinning your own content like book covers, graphics, and reviews. I have only just started my Pinterest journey, and I cannot wait to see where it takes me.

LinkedIn

Often overlooked by authors, LinkedIn is valuable for professional networking. Share articles or your blog, writing achievements, and connect with other professionals in the publishing industry. The audience is more professional, so this is the perfect platform for authors who do not enjoy the frivolity of other platforms. You can also join groups related to writing and publishing to stay informed and connected.

Creating Engaging Content

Consistency and quality are key to a successful social media presence. Here are some content ideas to keep your audience engaged:

1. Behind-the-Scenes

Share glimpses into your writing process, workspace, and daily routine. Readers love seeing the person behind the books.

2. Book Excerpts

Snippets and Quotes: Post short excerpts or memorable quotes from your books to pique interest.

3. Book Covers and Release Dates:

Keep your audience updated about new releases, cover reveals, and preorders.

4. Writing Tips and Advice:

Share your expertise with aspiring writers, much like I’ve done with my writing guide. Tips, tutorials, and advice posts can position you as an authority in your field, and draw traffic to your platforms 🙂

5. Interactive Posts:

Encourage engagement with polls, questions, and contests. Ask readers for input on character names, plot points, or cover designs.

6. Personal Stories:

Connect with your audience on a deeper level by sharing personal anecdotes and experiences, or give readers a glimpse into your writing process. The more invested a reader is in you as a person, the more likely they are to check out your work.

Building a Community

Building a community takes time and effort, but it’s one of the most rewarding aspects of social media. Here are some tips to help you build a thriving community online:

1. Engage Regularly: Don’t let comments, messages, or mentions go unnoticed. Always take the time to interact with posts so your readers can see that you value their participation and support.
2. Host events: Organize events like virtual launches, Q&A sessions, and live readings. These events go a long way to creating a sense of community.
3. Collaborate: Try to partner up with other authors bloggers and influencers in your genre. Cross-promotion with other authors can introduce you to new readers and broaden your network. Years ago Rachel Morgan and I attended the same event as guest speakers, so we took the opportunity to make a video interview that we shared to our socials. It was a great way to cross-promote between our readerships.
4. Be Authentic: This is key. If you can be one thing online, be authentic. Readers can see through an internet persona. Be yourself so you can make true connections.

Analyze Your Efforts

Whether you love it or hate it, your social media is not just for funsies. You need to track the performance of your posts to get an understanding of what’s working and what’s not. Most platforms offer insights and analytics to help monitor your progress. Pay attention to metrics such as your engagement rate, follower growth, and audience reach. Once you have data to work with, you can begin to refine your strategy and focus on content that appeals to your audience.

Manage Your Time

I’m sure you’ve heard of the dreaded doom scroll. Balancing writing and social media can be challenging, to say the least, and it’s easy to let social media make you umproductive. Here are some tips to manage your time:

1. Set Goals: Ask yourself what you want to achieve with your social media. Whether it’s increased sales, growing your following, building a community, or getting weblink clicks, having a clear goal will keep you focused.
2. Schedule Content: I cannot recommend this enough. Whether it’s weekly or monthly, scheduling all of your content in advance will limit how often you go onto your profiles and, as we know, as soon as you open that app, you are at risk of the doom scroll 🙂 Most apps allow you to schedule at least a month in advance, or you can use a scheduling app like Hootsuite or Buffer to keep track of everything.
3. Limit Your Platforms: Rather be active and engaging on a few platforms than spread yourself so thin you let them all lapse. Choose two to three platforms that you feel best suit your needs, and stick to those. If you can afford for someone to run your socials for you, by all means, go wild!
4. Batch Your Work: Set aside specific times during the week yo create and schedule your posts. I usually do this on a Monday morning so that it’s out of the way and I can spend the rest of the week focusing on writing.

There’s no denying that social media can be a powerful tool, for authors especially. The opportunity to connect with readers and promote your books can do wonders for your brand. By choosing the right platforms, creating engaging content, building a community, and managing your time effectively, you can harness the full potential of your social media to level up your writing career.

Just keep in mind that the key to social media success is authenticity and consistency. Engage with your audience genuinely, share your passion for writing, and enjoy the process of connecting with readers around the world. Whether you’re a seasoned author or just starting, social media offers endless possibilities to grow your readership and achieve your writing goals.

And most importantly, stay AWAY from drama 😉

Rules for Social Media

As with real life, cyberspace requires you to have some internet etiquette. These rules are to protect both you and your audience, so try to stick to them.

• Be respectful: Avoid offensive, inflammatory, or misleading language. Respect the views, feelings, and experiences of others.  
• Use proper grammar: Using proper grammar and spelling helps people understand what you’re saying.  
• Protect sensitive information: Don’t share confidential or proprietary information on social media, even in private messages.  
• Respect copyright: Don’t replicate another creator’s content without permission.  
• Ask for disclosure: If you’re advertising, include disclosures as the platform requires.  
• Don’t buy followers: Buying followers can hurt your brand in the long run.  
• Don’t get into arguments: Avoid long discussions or arguments with people on social media.  
• Other rules: Mind the frequency of your posts, avoid oversharing personal information, shorten your links before sharing them, focus on constructive and positive interactions, and respect each platform’s norms