Holy mother of chicken fingers, Wednesday crept up on us pretty quick there. Next thing you know, it’ll be Friday and I’ll get a tweet from someone about to get turnt up for the weekend. (The first time I heard that phrase, I thought someone said turnips, and pictured someone having a really good weekend playing Stardew Valley.)
But we’re not there yet, creatives. So until then, let’s do what we do on Wednesdays and grab a question from my inbox. Remember, you can ask me any question you want, because even the ones that don’t go on the blog get answered.
Let’s do this.
John, I’m a 57-year-old man writing his first novel. My two kids are in college, my wife works full-time. I am financially stable, and I thought writing would be a good thing to do. My question is: what’s the point of social media? What good does it do me, when I’m not a teenager or not really good at it, and what platforms should I use for what purpose? My schedule in the evenings and weekends is open, so time is not a problem, but how do I best use these apps? – J.
J. (you asked not to use your real name, no sweat), thanks so much for your question. Congrats on taking the dive into writing. What you’re asking is big and good and it’s got some moving parts, so let’s do this in pieces.
These are my opinions, other people may disagree, and that’s totally alright. I want you to first know that you need social media. NEED it, like critical in the modern day NEED, because the traditional publishers aren’t going to dump buckets of money at your door to do the marketing for you. You know your book, and you know who you are way better than they ever will, so there’s freedom to being your own marketing machine. You can develop a system that’s custom to you, and because it’s playing to your strengths, you’ll use it with less difficulty.
What I’ll do is breakdown each platform with a definition, an example where I can, and the pros and cons. Then I’ll use my social media as a case study. J., follow me on this, this is gonna be a lot of words, but you can do this, it’s just one step at a time, it’s not overwhelming unless you let it be. Don’t quit on this, let’s rock and roll.
Can I give you two ground rules? These are important. Write this on a post-it note. Carve them into the foreheads of your enemies:
1. Social media IS NOT just sales link spam. There’s a reason it’s called “social” media – being a person who does X (in your case, writes books) is the honey to the sales spam vinegar when you’re building a group of people you interact with.
2. Practice using it. Regular use, even if you’re just goofing around with filters or hashtags or puns or whatever will help you get better when you do have something important, like links to a blog post or a fundraising page or a promo for an event you’re attending.
What I call a “primary platform” is the social media where you’re the most comfortable. Maybe you’ll develop more than one of these, and that’s awesome. A primary platform is where you can reach a certain number of people, and you’ll know you can reach them without having to do anything that you haven’t already done before.
A secondary platform is social media that’s new to you. You’ve never used it before, or you barely use it, and if you gave it more time, and did a little research, you could get better at it, but you’re maybe okay with it being more on the perimeter of your social media stuff.
I’m going to spot you one free primary platform – email. You’ve written emails before. It’s pretty comfortable. And along with the ability to write emails, you’ve got a list of people to sends email to, so that’s a prepped audience. I know what you’re thinking, “John I can’t email these people that I’m writing a book.” And I’ll go ahead and ask you what about being creative is so bad that these people would run from you like your a clown on fire handing out mayonnaise and guacamole? It’s okay to let the world know you’re creative.
With me so far? Let’s look at specific platforms then. Each platform is going to take some time, especially when you’re just learning how to use it. No, you don’t have to be perfect at it, there is no perfect at it, but you’re going to need to take seconds/minutes to write things occasionally. Even if/when they’re wholly unrelated to the specifics of the book you’re writing.
For me, professionally, Facebook isn’t my best option. It’s great when I want to tell people about work like we’re sitting on the porch with drinks and I’m just chatting about the day, or I want rant a little about video games or my weird neighbors, but I have a hard time turning that into sales. That’s not to say it’s impossible to do it, I know plenty of people who make that happen, but I know just as many people who keep the sales off Facebook, and use it more as a social pool for communication – one more way they can be a person first and a selling entity second.
The Pros: Everyone’s on it. Okay, not my mom, not that one guy I know who believes in chemtrails, lizard people, and nanochips inside vaccines that will one day activate and subjugate us, but like, loads of other people. Whether you just have an account for yourself, or you get a Page together where you specifically interact with an audience because of something you do or a way you identify (an author, a publisher, a whatever-er), you can communicate with other humans. It’s pretty easy to use, you just type in a box at the top of the page, you click Post, and boom, done.
The Cons: There’s a lot of people on it, and they’re going to talk about everything from politics to babies to work complaints to strange anime references to screeds about how they deserve preferential treatment to questions about robot apocalypses. That signal-to-noise ratio can be tough to parse through, and something as earnest and interesting as your “Hey I started writing a book” can totally get blown out of the water by your friend Sharon going on a rant about how the brown people are ruining this country and how we need to feel guilty about something that happened three hundred years ago that started our alleged national dumpster fire rolling down a hill.
Twitter is my jam. I love Twitter. Each tweet is 140 characters, and that includes spaces. Yeah I know, there’s talk about expanding that, but even if they did, I’d keep it to 140. The concision Twitter has trained me to develop is critical when I’m speaking and editing – words are potent, and having to pick and choose how I describe something means I put a premium on clarity over flashy vocabulary.
The Pros: You can find a lot of like-minded people on it. I follow a heap of writers, creatives, editors, agents and people whose opinions and ideas interest and encourage me. Also, because of its fluid nature, I can jump into conversations or start my own pretty easily.
The Cons: It can feel like you’re shouting into the Grand Canyon while standing in London fog. You may have no idea that your words are reaching anyone, and especially at the beginning, it can be discouraging. But every once in a while, you may get surprised about who reads what you’re saying, who replies, or who shares what you say with their heap of people. (I have had a few “Oh shit, that person knows what I write!?” moments in the last year, they’re awesome).
If you do go with Twitter, and need a person to start with, start with me
Google+ (Google Plus, G+)
I have to admit J., I fell out of love with Google+. We grew apart because we both changed – G+ changed its layout, I found my groove with Twitter and other platforms. But Google+ is a viable longer form platform that you can use and build circles of people with. These communities share interest (you can build a writing circle), and there are large and active groups of people doing the same stuff you do, but as with any large mass of people, check that signal to noise ratio and don’t let the negative people poison your progress.
The Pros: It doesn’t have the glut of extraneous content the way Facebook does. It isn’t capped at 140 characters the way Twitter is. You can say a lot on a topic, you can read a lot about a topic, and you can get eyes on what you say. It sounds ideal, right? But …
The Cons: In a world where you’ve got other, more visual social media popping up, where there’s more immediacy and speed and interest, G+ can become an afterthought. Even with this blog, G+ is just one more place where I put posts, and occasionally chime in to specific groups, but otherwise, my attention is elsewhere.
This is a new one for me, as in I really started getting serious about it less than a week ago. This is the first of three platforms I’m going to talk about where you can use stills, video, and audio to get a concise message across. I’m hugely in love with the concept, and it’s easy to use once you check out how other people are using it.
The Pros: Again, concision is valuable. Short video can be personal and effective. Captions and filters can help put together an idea and package it for the current moment.
The Cons: A lot of snapchat is aimed at fashion or celebrity, and a lot of snapchat (at least when you google people you should follow on snapchat) skews younger than you or I, J. But don’t let that throw you off, because you don’t have to interact with that userbase if you don’t want to. It’s not the most intuitive interface, so you might have to fumble a bit early on to get a handle on it, but the good news is that the snaps you do send out only last 24 hours, and so there’s no great lasting shame in the snap of the inside of your pocket while you went to the grocery store, as happened to me earlier this week.
There’s an intimacy possible in the visuals we present to the world. They’re a glimpse into our lives that goes beyond “buy my thing”, and I think the sharing of you-see-what=I-see is super important if you want show that what you do is not mysticism or impossible, and that you’re grateful for life. Instagram is tons of photos, it’s primarily visual, and it’s a great tool for showing (literally) more than telling.
The Pros: The peek behind the curtain is interesting. It’s honest, or at least it should be. It’s got a great interface, you can knock it out with a few clicks on your phone. Getting comfortable with hashtags (think of them as indexing tools) will make your production that much easier.
The Cons: If you’re like me, you suck at taking photos you’d call interesting. This is in part due to a lack of practice, and also due to a pressure I feel from the signal-to-noise discussion that Instagram is “supposed to be” all pictures of lunches and random bragging selfies of people better looking than me doing things I can neither afford nor have the means to do.
Here now we’re at the fringe of my expertise. Periscope is a video broadcasting tool, that allows you to stream video to an audience. It’s not something I’ve really gotten my hands dirty with yet, but I’m going to be changing that over the course of this week.
The Pros: Streaming video! Live broadcasts! That’s huge. Gone are the static walls of text (said the guy writing the blogpost), and interactivity is at a premium. This is a big deal if you have something to say and want to get it out with immediacy and emotion. But …
The Cons: Building an audience to check out the broadcast takes time, as it does for any of these platforms. Also, given the projected nature of this content, you’ll need something to say or show – a lot of “Uhh” and “Um” won’t hold an audience’s attention. No, I’m not talking production values, I mean pure content. Figuring out what your content is goes a long way to helping steer it out of your head and to other people.
Another new one for me, it’s an audio platform where you record short notes and receive other short notes or responses in return (they’re called waves, because nautical theme). I have barely tried this once, and haven’t even set myself up yet, but that’ll change over this week too.
The Pros: If you’re like me, you tend to have a logjam of thoughts that sear your mind and need to be let out, and quick bursts of audio are great for me when I’m feeling particularly laden with urgent purpose. And because you don’t have to see me, I don’t have to feel as awful about being one of the not-pretty people as I do what I do (note: this discomfort comes up for me on Snapchat something fierce) I need to play around with this more.
The Cons: If you’re like me, as you talk, you gesture. You work in the visual space in front of you, making air quotes and hand-based diagrams. They don’t always translate to audio, because despite allegedly having moves like Jagger, you can’t hear my hands make the “so this is like this and that’s like that” gesture.
Pinterest is a repository for static content (like blogposts), where you can collate information about a particular topic. You can have a board (a group) of pins (links) about whatever topic you want, although I have to say they’re a little draconian about butts, curves and intimacies.
The Pros: If you’ve got a lot of blog content to give out, if you want a lot of content to read, Pinterest can be a gold mine. With one of the big two browsers (Chrome, Firefox), you can get an extension to allow you to pin stuff through a simple right-click context menu, and it is an easy way to have a lot of resources at hand.
The Cons: It can be a swallower of your time. There’s so much stuff out there, and so much of it more signal than noise that you can blow a day pinning material one thing after another, stepping away from that writing that needs to happen because “just one more Pin” turns into “three hours later” pretty quick.
I was on the fence about calling blogging a form of social media, because social media is becoming more and more conversational and concise, and blogging can range in length and frequency of use. But blogging has a communal aspect, so it’s social media for our discussion.
The Pros: You can say what you want, how you want, as often as you want. Your blog can be a home base for what you’re doing, giving you an unfettered and uninterrupted space to paint your internet real estate how you like.
The Cons: Audience growth is slow, and you can get discouraged by staring at views and thinking you’ll never get past ten or thirty or whatever. You can, you will, you just need to consistently put out good ideas in clear ways. Good content gets read, so make stuff that expresses clearly what you want to say and how you feel.
So let’s use me as a case study. Out of the nine social media platforms I just talked about, I’ve got accounts on all nine, but I would call Twitter and this blog my primary platforms. I’m more comfortable here and at 140 characters professionally than anywhere else. Facebook sees daily use, but that’s more personal or anecdotal. I talk about what I do, but I don’t really do what I do with the people on Facebook. It feels weird to me, like I’m asking my family if they want to help me out, and I suppose that idea will need to change, but right now, I like this divide between pro-John and off-hours-John.
Snapchat has been my new vector for socializing, and my small as all get out following is clients, friends, a few celebrities who don’t get annoying, and professionals I learn from. My goal there is to get better at using the service, and I’m not going to do that without giving it a go myself. If you want to find me on Snapchat, I’m at johnwritesstuff.
Instagram and I don’t really know what to do with each other. It’s there, I am following some interesting people, but I don’t post much, mainly because I don’t know what to post. I don’t work visually, so I struggle to put up anything other than various doughnuts or foods I’ve eaten, which perpetuate that social pressure and make me feel bad, so then I use it less, and onward and onward that cycles. But I’ve got a youtube video queued up to watch after I write this post, so maybe I’ll learn some new stuff.
Pinterest is my recipe and idea hole. It doesn’t seem very conversational, but it’s a great education tool for me. Want to learn about business strategies, enchiladas, candle-making, and old movie posters? I can do that all in one fell swoop.
The remaining platforms are on my “To check out” list, and I said on Twitter the other day that I wanted to try Periscope later this week, I’m thinking Friday. Hmmm.
On the whole, I divide part of my workday into check the various feeds, but not all at once. I’m on twitter throughout the day, I check Facebook in the morning and while I eat lunch, I snapchat now when an idea hits. I blog three times a week. I pinterest or read pinterest usually after work, because some of that relaxes me.
Because time is the most precious business commodity, I’m picky about allocating it. Were I new and starting out, I’d pick one or two platforms and get comfortable. I’d give myself a wide deadline of like 3 months with daily experimentation to see how it fits for me. If a platform didn’t work out, I wouldn’t go back. You don’t need to have all of them going in order to market your work successfully, and you certainly don’t want a pile of responsibilities that take you away from the writing when they’re supposed to be supporting it. So, J., you do what works for you, and if that’s one thing, awesome, if it’s eight or more (because there are more platforms I didn’t cover), awesome too.
I believe you (and anyone regardless of age or gender or genre or whatever) can learn to use this stuff and connect with other people both professionally and personally. It might not be instantaneous, but it can be done.
Hope that answers your question J.
I’ll see you guys on Friday for more blog times. Have a great middle of your week, don’t let the jerks get you down.