On social media, and your platform as an author

Hello, friends! This week, I wanted to briefly touch on the topic of marketing and publicity; namely, marketing yourself (or your book) and how much of a role that plays in you succeeding as an author. (Disclaimer: success looks different to everyone.) There is a larger conversation to be had around how important social media can be towards selling copies of your book once it's out in the world, but as I'm still in the process of trying to sell my debut, I'm probably not the best person to talk about that.

A brief aside, while we're on the subject - I'm still on submission since mid-November, which might seem (and at times has felt) like forever, but the reality of publishing is that it fluctuates between periods of quiet, not-a-lot-happening, and moments of urgency. And a three-month wait, particularly after Labor Day and into the Christmas season, followed by the start of the new year, is actually not all that unsurprising. From what I know of it the industry tends to 'wind-down' during this time, as editors are wrapping up uncompleted work, finalising business and clearing out their Inboxes, so not a lot of new deals are being struck. Brianne and I have taken another view of it; that the holidays might present the ideal time for editors to relax and enjoy a manuscript (nowhere else in the year they'll be able to just focus on the reading without the emails and contracts and Zoom calls distracting them) and return in the new year fresh, energised and with their acquisitions budget replenished to buy their next bestseller. So far, this theory seems to have worked pretty well for us, as only one of our first round of shortlisted editors has replied to kindly pass. The next few weeks, I should expect, are when we should see a little bit more in the way of responses. Appendages crossed.

Now, back to social media. I'll be the very first to admit that engaging with social media and building a platform does not come easy to me. I've had a personal Facebook account since 2008, which I've been trying to get rid of (probably since about halfway through 2010) and which I NEVER post to. It literally functions only as a photo archive at this point. I just don't find it comfortable or worthwhile to post updates about myself online. I also have a personal Instagram page which I interact with much more regularly, but again, I don't upload content of my own more often than every few months. Mostly it's just me gushing over photos of my wife and dog (a more or less 50/50 split) and I don't tend to post much in the way of book-related discourse on there.

But Twitter... Twitter is another beast altogether. There is a large community of writers and authors that are active and engaging with each other on that platform, and it's probably the one place you really ought to be if you're an author, aspiring or published. My Twitter account is almost-entirely devoted to writing; I chiefly follow agents, editors, and other authors on there and much of the content I put out is at least writing-adjacent. I haven't amassed a large following (yet) although this is something I'm aware I may need to work on building as we move forward.

I haven't even touched on Youtube and TikTok, both of which I understand to have similarly thriving communities and a lot of book-related content. There are a ton of 'review' videos on there, and both can be really great alternatives to the bird site if that's more your thing. The point is to choose what you know you'll use.

Having a platform on Twitter - with an updated bio, semi-professional profile picture, and relevant Pinned Tweet - was not a key factor in landing me my agent. I know this, because I asked. She did look at it, so as with everything, it's important you remember that anything you're putting out into the public sphere is going to be...well... public. But it doesn't really matter how many followers you have or how regularly you post. Agents are only really interested in the strength of your book, and an agent has never passed on a manuscript they loved because the author wasn't active on social media.

However.

Once you've attracted the interest of an agent, and once the offer of representation has been made, you can expect that there may come a conversation about platform, and this is generally because it can be an effective supplement in persuading editors of the selling potential of your book. To publishers, a platform is a tool that can be used to sell your books. If you think about what caused you to buy the last five books you bought, I'd be willing to bet that name recognition was a factor in at least one of them; in other words, you had heard of the book, either online, or through word-of-mouth recommendation from a friend. And since everyone is online nowadays, the more your name, or your book is mentioned in the digital ether, the better (from a strictly 'sales' point of view).

So by building, or at least establishing the foundations of a platform - by putting your name out there as much as you can where (the right kind of) people will find it - publishers are more likely to see you as a bankable prospect, a safer bet. When it comes to the book being published, actually out there in the world, there are plenty of PR, marketing and publicity techniques and resources which the publisher will have at their disposal to maximise sales. But interested readers will always be drawn to the personal relationship with the author that social media can offer - a feeling of direct connection. There is no better way to get the message of "I HAVE A NEW BOOK YOU'LL LOVE, IT'S OUT ON XXXXX AND YOU CAN BUY IT FROM XXXXX" straight into the eyeballs of your potential readership. And with that being the case, it is in your best interest as an author, no matter what stage of the journey you're on, to get started on building an online platform for yourself.

One thing: don't use this as permission to procrastinate on social media sites for extended periods instead of writing. Set dedicated times for building your platform and stick to them, rather than doomscrolling.

Another aside: even if social media isn't your thing. an author website is nearly a necessity, and it will impress both agents and authors if you put together a very simple (doesn't have to be complicated at all, especially not at first) page using a provider like Wix or Squarespace. My own website has more than I strictly need, with a bit of bio, FAQs, upcoming book information, contact details, and a bi-monthly blog. Agents love it because it gives them a bit of insight into who you are as a person, beyond the manuscript and query letter you've sent them. Editors love it because it leaves the door open for you to start a mailing list in the future, which is a targeted, specific way that salespeople and businesses can send information directly to people who have signed up with their email to that list.

Okay, I've rambled on for too long, and I want to get some writing done on my WIP this morning. So I'm going to leave it there, and end on a REC.

Skullcandy Sesh True Wireless Bluetooth Earphones. These things are essential. I love them. A fraction of the price of Airpods, they sit comfortably in your ears for hours, provide great sound quality and noise-cancellation, and the battery lasts ages. This is my secret for consuming so many audiobooks, so quickly. I listen while I'm working, doing housework, walking the dog, exercising, everywhere. And I love the start-stop feature which is as simple as tapping the side of one bud to pause what you're listening to if someone asks you a question or something, If I lost them, I'd replace them tomorrow, and I'd miss them for the day in between.

Talk at you again in a fortnight :)