Everyone today has heard stories about products and services that have become runaway hits after thousands of views and shares on social media. Therefore, authors try to use it to promote their books. But as a publicist, literary agent, or anyone else helping an author will tell you, it needs to be done well to be effective. While a handful of books may be successfully marketed with social media, the vast majority benefit from it when combined with other methods. Nearly always, authors need to begin building a following long before their books are published. It doesn't happen overnight.

Well-crafted social media posts and a substantial following help authors build credibility. When you publicist pitches an editor or producer about you and your book, they often check social media. If your posts and following make a favorable impression, it can help secure coverage. The size of your following is influential to anyone wanting to cover or interview you because they hope you will cross-promote on your accounts. It's also why your posts need to be impressive or creative so that when someone reads them, you seem like a good interview subject. Always think through your post content.

One of the most vital points about social media to keep in mind is that you need to keep your accounts active. It's one reason why book PR pros advise authors to stick to one or two social media channels. Accounts that are dormant or have only sporadic posts rarely gain followers and make a poor impression on anyone who views them. It's much better to exist with rich content in one or two channels than on six platforms with sparse content. When you consider your online platform, keep in mind that websites are the most essential element. An outstanding website outshines social media participation.

If you do it well, outreach to an editor or producer via your social media can be effective. Your accounts are also excellent places to post about the media coverage you receive. Fans and followers will be interested in reading articles and watching interviews. Media audiences these days aren't always huge, and when you remind your followers about your appearances, they can beef up viewership. When you're writing posts, it's fine to gently plug your book or an event once in a while. But don't turn your accounts into pure promotion. If you do, you'll quickly see engagement rates decrease permanently.