I Studied My 2019 Social Media Activity - Here's the Result

We all spend far too much time on social media - but what does it really do for us as writers? Well... when you can answer that question, let me know. What I do know (for the first time in all the years I've been using social media) is which 2019 posts actually spurred interaction.

Getting Personal

I was gobsmacked to learn that the largest percentage of reactions to my posts (a whopping 58%) resulted from the sharing of personal stories. Photos of myself (or me with family members), posts about childhood experiences, updates about my struggles and successes - those are the items that registered the most with my followers and by a long shot. These updates garnered 28% more responses than the next largest category of post.

I'm not, by nature, much of a self-marketer so it never crossed my mind that folks would want to know the "real Stephanie." Turns out I was wrong - and what a relief that is. Trying to be an "influencer" is way outside of my natural habitat. Glad to know I can just be me, and folks dig it.

Just Write - Don't Talk about It

A fairly substantial 30% of social media interactions came as a result of posts about writing or publishing. Good news because I really like sharing industry updates and thoughts about the writing process. Still, when you're a writer, most people who follow you already know it. Reminding the audience of this fact is both pompous and unnecessary. Most importantly, it's not information your general readership will slow their scroll for.

Save the Political Analysis

I try to be very, very sparse in my political posts because, quite frankly, it's a "no win" topic. And clearly, at 5% of my interactions, that's an accurate assessment on my part. In 2020, my goal is to politic even less.

It's Not News if No One Cares

Occasionally, I see a news story that I find fascinating. My assumption that others might share this enthusiasm is obviously misguided. At just a 4% interaction rate, my news stories fell on deaf ears in 2019. I'll probably still post stories about lost puppies and haunted grocery stories in 2020 - I just won't expect anyone to respond.

Ditch the Sales Pitch

The least surprising finding from my 2019 social media analysis is this one: save the sales pitch because 97% of your online community will ignore it. Which is okay, because promotion of my own books is my least posted kind of message. I'll certainly let followers know when a book is releasing, and I'll still post the occasional book giveaway. Other than that, I'll stick with the posts that share a little bit about who I am as a person. My statistics prove that's what my social media community really wants to read about.

Are You Preaching to the Choir?

Other than the fact that acquisitions editors ask about them, I'm not completely sure how beneficial my social media accounts are. Certainly, there are those core supporters who do enjoy and respond to updates about my writing process or recent, special news. (I'm always grateful to get a thumbs up from those folks.) And, these public platforms are a great way to acknowledge people and organizations I've encountered in the course of research, or for whom I've given presentations. But, overall, for mid-level authors like myself, the ROI on social media probably lags behind the cost of my labor. Then again, I'm a bit conservative in my usage. It is about authors for whom this is not true that I write this post.

   Let me be clear: I have no beef against self-promotion. As goes the old cliche, if you don't believe in yourself no one else will either. There are, however, some logical guidelines I believe authors should follow regarding social media interaction. First and foremost among these is "Don't preach to the choir."

   How many times has this happened to you? You get a connection request from a fellow writer. A quick preview of his social media account demonstrates his enthusiastic marketing approach, but you don't want to be rude, so you accept the link. Sure enough, your instinct is correct. Seemingly simultaneously with clicking "approve," you receive the following message: "Hi and thanks for connecting. Here are the links to my Amazon Author page and my YouTube channel. And, here are links to my four most recent books. Please tell all of your friends and relatives about them, and let me know what you think of my writing!"

   I must be honest. None of that is going to happen. 

   Surely you must have known that I'm a working author when you contacted me. Consequently, you must realize that I'm very likely busy with my own writing and/or book promotion. So, even if I had the interest, where in the world would I find the time to read your complete oeuvre AND promote it to my relatives and acquaintances?

   Why authors persist in promoting their books to other writers is a mystery to me. Wouldn't your time be better spent creating relationships with agents, or publishers, or publicists? What is a fellow writer able to do for you? None of the things those professionals can, that's for sure.
   Lest you assume I'm heartless, please don't confuse my limited availability with a lack of empathy or interest in helping new authors. I (eventually) answer 99% of all emails, many from aspiring writers and researchers looking for career tips and advice. (The 1% I don't answer are from senders who expect me to do work a simple Google search would accomplish.) I have enjoyed selfless help from others and I try to pay those favors forward. But I can't read your books and I won't help you sell them. That's not a favor - that's an expectation of free labor based on the erroneous assumption that I've got all the time in the world to provide it.
   So, here is my advice. Stop preaching to the choir. Fellow writers are all too familiar with the struggles of the book world. The chances of them helping you reach the best seller list are as good as my chances of winning a Dolly Parton look-alike contest. Instead of hard selling your latest release, how about - when you contact writing colleagues via social media - you simply introduce yourself and express your hope for future interactions. Few of us remember uninvited sales pitches, but most appreciate a friendly greeting or kind word with no strings attached. I know I do.