Last updated on November 18, 2013
Stop ‘twerking’ all over social media
Advertisements. We all love to hate them. We Dub Step remix the funny ones, cry at touching ones, and cringe when the ones we hate blast out of our speakers when all we really want to do is keep watching our show. They’re an interruption, but have always tried to be an entertaining one. What better reason to watch the Super Bowl than for the zany commercials?
Social media is different, and there is a reason. We expect advertising in newspapers, magazines, and on the TV and Radio. On a deep level we understand they pay for programming, even if we don’t like it. But social media is just that: a social network for being—well, social. So advertisements are considered interruptions, even rude if improperly done. So how do you cope? Just forsake social media ads? No! Social media, specifically Facebook, drives people to publishers and books more than any other avenue right now.
Stop shaking your stuff all up in our faces. Don’t post drive by ads in groups or on hashtags. First, they don’t do any good. Most of the time, they are just passed over. Look down the feed for two things: first see if there are any likes, shares or comments on posts or favorites and retweets on Twitter. If there aren’t any, you are just posting to a group or #hashtag with a whole bunch of other drive-by-posters. If there is no meaningful interaction, chances are all the real folks have bailed, and you are trying to sell apples to apple growers. Stop the madness. You aren’t doing your book, business, or the social platform any favors.
Also, see if your post from the day before is just a few spots below the one you are posting now. If if is, don’t post. Nothing is worse than seeing a group filled with posts only by one person. Well, maybe a stick in the eye is worse, but it is pretty bad.
Talk to me Goose! Advertising on social media is not about being intrusive, or even an entertaining interruption, but starting or joining a conversation. You need to look for places that are discussing either reading, the subject of your book, or something related to you and what you do. React to relevance, do not try to force your way in. If you do advertise, say something relevant to the conversation or the group about your work. Don’t just post links and disappear. You will be ignored, banned, perhaps even hated. In social media, not all publicity is good publicity. Talk, converse, and realize that sometimes, less is more.
Don’t lick a hammer to get attention. If you dedicated a six months to a year of your life and over 60K words to talk about something, the likelihood is you had a story to tell and you told it. Now convince us we need to read it because it matters or should matter to us. Be visible, but don’t draw attention to yourself through foolish antics. Let your work speak for you, but be ready if someone wants to reach out.
Sounds simple right? It is and it isn’t. The social media world is one where the rules are ever changing, and the herd is migratory. Traditional marketing media is not dead either, just gasping for breath and struggling to adapt and survive. So think about the message you are sending next time you are about to flex your advertising thighs, bend your advertising knees, stick your groove thing out there and shake it baby, shake it. You may draw the wrong crowd, or you may chase all of them away, frightened and looking for an eyewash station.
Now back t’work. Until next time.