I’ve just wrapped up another semester at the University of Virginia, where I teach digital media and publishing. Many of my students undertake 10-12 week publishing projects that involve generating content from scratch and trying to get attention for it. The ones who gain traction are inevitably those who feel more comfortable reaching out to people through social media, or trying to spread the word through influencers in their network. (In the case of UVA, everyone talks about “getting Dean Groves” to participate in some way. He must be bombarded with innumerable requests for his time. Sorry, Dean Groves.)
At the end of their project, I ask students to reflect on what they might have done differently, and the responses are almost always identical (even though I tell them exactly what their response will be on the first day of class):
- I should’ve posted more often to my friends [via social media] what I was writing.
- I wish I’d done a better job connecting with people who could’ve helped.
- I didn’t start spreading the word soon enough.
- It was so hard to get readers, I wish I had tried different tactics sooner.
Early on, I recommend they identify people who might take a natural interest in their content or the goals of their project—identifying the online or offline community who cares.
Similarly, writers trying to build a platform are often advised to “engage with the community,” or “be an authentic member of the community,” or “share valuable content with the community.”
This advice is mostly a cliche now—meaningless and empty words. What does it mean to “engage with a community?” Even I have a hard time putting it into concrete terms. It’s probably easier to describe what it looks like when you try to platform build without paying any attention whatsoever to community.
1. Are you blogging in a complete vacuum?
Writers often receive the misguided advice to blog. (I discuss that in-depth here.) Even worse, they’re given no instruction on how important it is to research and understand the community they’re about to enter. That doesn’t mean you need to know and meet every blogger out there (or comment regularly), but you should identify every blogger already well-known for the topic you’ll focus on. If you’re blogging about literary fiction, you better keep an eye on sites like The Millions or Large-Hearted Boy, among dozens of others.
Why is this important? Because your early traffic will likely come from other bloggers or sites in the community, and you should be talking about or sharing their stuff, engaging on Twitter or elsewhere, and offering your own perspective on topics they cover. This helps them become familiar with you long before you might ask them for a favor. (See No. 3 below.)
Bloggers who acknowledge the importance of community often do link round-ups and point to valuable content elsewhere (these sites know when you link to them and send them traffic). Even if your footprint is small, being a thoughtful literary citizen is a first step to becoming a blogger (or online writer) anyone pays attention to.
What was my first community-driven initiative? Best Tweets for Writers, a weekly roundup of the best tweeted links I found, sharing other people’s compelling content. That’s how I began building a meaningful presence through my blog—and also through social media.
2. Are your social media posts bereft of any mention of other people or organizations?
When you just tweet or post your own stuff, you’re missing an opportunity to be noticeable to others in the community. When you show up only to talk about yourself, like at any party or social function you’re missing an opportunity to be helpful or to develop a relationship with a like-minded person.
For some writers, this is simply a lack of knowledge about social media tools; they’re too new to the platform to understand how to “work the room” with effectiveness. For example, you need to use Twitter handles when talking about people’s work if you want them to notice your tweet. Or you need to use hashtags common within the community when offering particular tips. You have to tag people on Facebook to make sure they know a conversation is happening around a topic they’re interested in (or mentioned in). You shouldn’t do these things nefariously, of course, only when merited. (See No. 3.)
3. Are you making an ask without any engagement beforehand?
This happens all the time on social media. Someone uses my handle, or posts on my wall, or otherwise shouts in my ear—in the hopes I might look at their work or share their stuff.
But there’s no prior relationship. I’ve never heard of them in my life.
Sometimes writers think social media “networking” is about bugging people to help them. But if you want to ask a favor, it’s far better to warm up your connection first. Retweet or share their stuff. Comment on their blog. Offer something useful to them. Act like a real person who cares beyond the favor you plan to ask later. That’s the best way to ensure that when you ask for help, your “target” doesn’t feel used.
4. Are you in a big rush?
I receive a lot of consultation requests from people who want to build their platform and “break out big” … within the next three months. Or from people who realize very belatedly that it can take a village to properly launch a book, and are now scrambling to get attention … months after their book has launched with disappointing results.
When gurus talk about building platform, mainly they’re talking about your ability to sell books—because you’re so highly visible. Unless you have some important connections to speed you to success—or the benefit of timing or luck or accidental celebrity—then the most important requirement for building platform successfully is TIME.
If you lack the time or patience to see results, you’ll end up doing all kinds of crazy Hail Marys, or engaging in bad behavior on social media. You’ll look for shortcuts that probably don’t pay off, or you’ll pay too much to reach people who ultimately don’t care about what you do.
But when you’ve understood the value of community long before you need to put it to work? When you’ve spent years in genuine and sustainable conversation with people—at both “real life” events and online? Then you’ve authentically “engaged the community.”
Jane Friedman has spent nearly 25 years working in the book publishing industry, with a focus on author education and trend reporting. She is the editor of The Hot Sheet, the essential publishing industry newsletter for authors, and was named Publishing Commentator of the Year by Digital Book World in 2023. Her latest book is The Business of Being a Writer (University of Chicago Press), which received a starred review from Library Journal. In addition to serving on grant panels for the National Endowment for the Arts and the Creative Work Fund, she works with organizations such as The Authors Guild to bring transparency to the business of publishing.
I read this post right after making my Facebook Page. I am in the process of building a community for my blog. But sometimes it feels like I’m doing it too early. And sometimes I do things quickly so as to not have the regret of being late. (The confusion is always there)
I got to read this post at the right time Jane.
Thanks.
Thanks, Vishal. Getting the stage set early isn’t necessarily a bad thing. You get comfortable being on stage—or even realizing there’s a stage to begin with. 🙂 I’ve benefited a great deal from setting up accounts early even if I’m not active, so that when I’m ready to actually do something, I have a bit of a running start.
Thanks for the reminder that we have to connect, but I’m confused about something. If we blog, tweet, and so on about writing, so that we have a face in the writing community, won’t we turn off potential readers who could care less about craft and publishing? If that means having two sets of social media streams, how can someone who has to work a ‘day job’ find the time to do all of that?
Hi Ann – In case it created confusion, my own examples relate to the writing community because writers are in fact my audience—but that doesn’t mean they’re yours. I recommend being visible or active to your particular target readership, whomever that might be—whomever shares the same interests/values.
Of course, the community of writers—and booksellers, reviewers, etc—usually plays a role for every writer, or you’ll experience some overlap (i.e., most writers are avid readers!) That’s not necessarily a bad thing. I think it’s possible to keep one holistic approach, one account on each social media site, etc. When Neil Gaiman or Elizabeth Gilbert are active online, they share messages that interest both readers and writers at the same time (or perhaps writers are occasionally targeted b/c writers ask so often about their success or for advice).
In any event, for those writers who want to give writing advice to other writers, fine—but that’s not really what I’m advocating here. Hope that makes sense.
I’m most active on FB, Twitter and my blog Afghan Culture Unveiled. I mostly write and share about Afghanistan related items. Should I plan to have a FB & Twitter page for novel (currently in edit)? I see a lot of authors do that but I’m not sure if I can manage more sites. Is it better to stick to what I already know, the folks who know me through my personal pages.
Humaira, I don’t think it’s useful/needed to have book-specific social media accounts. Stick with accounts you use under your author name.
You’re right!! It’s one of the most important and fun parts of social media, connecting with others in our field, learning from them, supporting them. I’ve made so many good friends this way and I truly LOVE to support them when they need it.
Hi Jane ~ Brilliant and timely post for me, thank you. I have just added a Jane Friedman slide to my presentation for this Saturday on 3-2-1, Launch (How to give your book the best lift off) that I’m presenting to Georgia Romance Writers (@GARomance).
This illustrates my point perfectly:
“-I should’ve posted more often to my friends [via social media] what I was writing.
– I wish I’d done a better job connecting with people who could’ve helped.
– I didn’t start spreading the word soon enough.
– It was so hard to get readers, I wish I had tried different tactics sooner.”
Thank you for another great insight. Regards, @lovefrmlowcntry
Here’s the thing. Our audience is tired of being sold to by “authenticity” and exposure. They don’t necessarily want to find out who we are (a sentiment I heartily agree with), but they’ve got author-pimping fatigue. That unfollow is just an easy click aeay and they use it. Jane, you know me and how long I’ve been doing this. The audience is tapped out.
Undoubtedly true. So how are you navigating this?
Not well, but quite a bit of that was my fault from the beginning and the nature of my work. A) I don’t write the genre I thought I was so B) I was insisting on going to the wrong audience amd C) I’ve been stuck in a rut but not knowing how to proceed.
I am in the process of reidentifying my audience, rebranding away from the genre I thought i was writing but am not, and lying low while I do that.
Twitter worked wonderfully for my first book, but that was 7 years ago.
I don’t envy you the task! When you believe you’ve made some progress you’re comfortable talking about, maybe we can plan on a Q&A or similar to explore how you handled it. I know a number of writers who struggle with something similar—rebranding and/or switching genres.
Okay! I tend not to document what I do but I will and who knows. Maybe it’ll work.
Oh also, my blog worked too. Then I ran out of things to say, so as is my wont, I stopped talking.
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I just shared this valuable bit of information with the 87 members of my Posse. I also wrote an article for P.J. Nunn along a similar vein: Are You Clueless Or Just Lazy?
https://bookbrowsing.wordpress.com/2015/05/12/are-you-lazy-or-just-clueless-by-sunny-frazier/
There were a lot of favorite quotes in here for me, Jane, from crazy Hail Marys to bad social media behavior. But my favorite was, “being a thoughtful literary citizen.”
It made me think of other uses of community such as in Buddhism where the first Bodhisattva vow is: equalizing self and other. Meaning, everybody gets their time to shine. If you’re only waiting for your turn in the spotlight you’re going to be lonely while waiting for a brief flowering….
And besides supporting other people really does feel almost inexplicably sublime doesn’t it?