When posting on a page, Facebook provides amazing analytics. Under the insights “tab,” you can see your audience reach and engagement for each post. I have over 3500 Facebook followers and it’s near impossible to get more than a 1.8k organic “reach” on my posts (that means my post only reaches half of the users who followed my page). Sure, I could boost a post (pay to have it reach those users), but I’ve found that organic is just fine IF I pay attention to day-to-day user engagement.
User engagement is when someone clicks or comments on the post. That statistic is the other important listed number in the Insights tab. Keeping a higher engagement number plays into your reach.
How does one keep user engagement high? Post content that the encourages users to comment/respond. Think outside the author role. Honestly, my random, weird thoughts tend to really catch people’s attention.
Some of my best post to date:
Muffins vs. Cupcakes
Matched or Mismatched socks?
Those were the complete posts. Three words and four words. That’s it. A close runner up would be the time I asked, “What is the most annoying sound in the world?” Not only did my audience engage, they entertained the heck out of me.
I quickly learned that keeping a mix of fun, interactive posts versus promotional posts meant that the promotional posts would have a better reach. Here’s an example of a post that did reach 3.7k users without needing to pay for a boost.
As you can see in the post, I ended it with a fun call to action. “Friends don’t let friends miss deals…Please share!” The post received over 71 shares which helped the post surpass my page’s organic reach of 3k at the time.
In addition to a mix of content, post often, but not too often. I’ve seen pages that post daily or even hourly and have observed that do not help engagement, but hurts it. The perfect mix that I’ve found so far is every other to every third day. However, different readerships might have different needs. Be willing to play with your content and posting schedule to find what works well for you. And, keep in mind that social media is constantly changing. What works today may not work tomorrow.
What have you found that works well?
by: Melissa Haag
Melissa Haag lives in Wisconsin with her husband and three children. An avid reader she spent many hours curled in a comfortable chair flipping pages in her teens. She began writing a few years ago when some ideas just refused to be ignored any longer.
Author, professional certified coach, and teacher Rochelle Melander has helped thousands of people overcome writer’s block, write more, turn their ideas into books, navigate the publishing world, and use speaking and social media to reach their readers. She’s the author of ten books, including the National Novel Writing Month guide—Write-A-Thon: Write Your Book in 26 Days (and Live to Tell About It). She will be the featured speaker at the Milwaukee area meeting on January 21, 2017. Milwaukee Area Contact, Jennifer Rupp, spoke with Rochelle about social media and it’s importance to a writer’s platform.
How important do you think Social Media is to marketing your brand or your novels?
Social media provides unique opportunities for writers and readers to connect. Before social media, authors had to travel to bookstores and libraries to meet readers. Fans who lived in remote areas rarely had an opportunity to connect with authors. Social media transformed all of that. Now, anyone can connect with their favorite authors. And writers can build relationships with their fan base. And that’s crucial in today’s publishing world.
Publishers are spending less time and money marketing their books. Indie publishing has flooded the market with books. Authors need to use multiple tools to connect with readers and sell books. Social media marketing is an essential part of any marketing plan.
That said, authors need to use social media in multiple ways. In addition to research and building connections with other authors and publishing professionals, authors can use social media to develop relationships with readers and market their books.
As a coach, I recommend that writers spend more time building relationships with readers than promoting their books. Authors who focus solely on self-promotion can annoy colleagues and readers. And I’ve heard several agents say that a negative social media reputation is worse than none at all.
Approximately how much time per week or per day would you recommend investing in Social Media marketing or promotion?
This depends on the writer and their current social media goals. When writers are pre-publication or between publications, I recommend they use social media to:
During a book marketing cycle, authors might participate in a blog tour, advertise on various sites, run book giveaways, offer freebies to readers, and more.
I recommend that writers set a social media goal for the week or month, depending on what task they’re working on. Then, they can set aside time each day to work on these goals. For a writer who wants to build their platform, I would recommend spending a couple of hours strategizing. Once they have a social media plan, they can schedule time each day to accomplish their goals.
For a writer who is simply building a platform, I think 15-30 minutes a day is a reasonable amount of time to spend connecting on social media. For writers who are in a marketing cycle—promoting a book or other product—they might spend an hour or more a day working on social media. Of course, tools like Hootsuite and Buffer can increase one’s efficiency and save time.
How do you reach or convince authors who might resist the use of Social Media?
Most authors resist social media because they feel overwhelmed. They might feel comfortable with one tool, like Facebook, but confused by Twitter or Instagram. I encourage authors to begin by building relationships on a single social media site. Once they feel comfortable on that site and see the results it offers, they’re more willing to try other sites.
How has social media helped you?
I’ve been publishing books for a long time, all through traditional publishers. Since social media, my sales have increased and my network has expanded. Readers who were fans before social media have sought me out on Facebook and Twitter and connected with me. I’ve developed new readers around the world through my presence on Twitter and other social media sites. I’ve also been able to connect with some of my favorite authors, building a wonderful network of colleagues.
What other kind of work do you do with authors?
My work with authors falls into three categories: supporting their process, strategizing around their product, and editing their work. Many authors come to me because they feel blocked or frustrated by the writing process. They have ideas but can’t find the time to write or overcome their fears and self-doubt. I’ve discovered that there are no blanket solutions. I work with each author to evaluate their situation, understand their particular blocks, and discover a solution that will help them write more. I also work extensively with nonfiction authors who need help planning books that boost their business. Other authors approach me to strategize their publishing and marketing plans. We work together to craft query letters or book proposals, develop a social media marketing plan, and connect with readers. Finally, I also do developmental editing for both novels and nonfiction books, supporting writers in creating books that sell.
We hope you will join us for Rochelle’s program on Writing and Social Media. She will be speaking at the Milwaukee area WisRWA meeting on January 21, 2017 in the Community Room at Mayfair Mall. To learn more about Rochelle Melander, visit her online at writenowcoach.com and follow her on Twitter (@WriteNowCoach).