Here’s a important fact: The publishing industry is changing. What started with Amazon selling books at increasingly lower prices has now extended with e-books – Kindle sales in 2013 were up 26% on the previous year, eBook sales, which accounted for 0.1% of total book sales in 2006, now make up more than 20%. The change in consumer behaviour has lead to the demise of many booksellers, and I’m sure everyone’s felt that glint of sadness at seeing your local bookshop gutted , the words ‘Closing Down’ plastered across the front window. The industry’s making less money than it once was, and the difficult thing for writers is, less money in the industry means less money to put into projects, making it even harder to get your book published by any of the major players.
You can see a similar impact in the film industry – the squeeze on revenue leads to more producers looking to safer bets. In the 90s, there were more arthouse films, more opportunities for up-and-coming film makers. But as tickets sales have declined – whether due to advances in home theatre or the rise in movie piracy – those investing in films have become cautious. That’s why you see so many sequels and big budget remakes being made – they’re safe bets, they know there’s an audience for them. It doesn’t matter if you think Transformers is total crap, it makes the studios alot of money. We’re seeing this happening in publishing also – while there are still great, exciting and fresh new works being produced, the reduction in retail outlets has seen more emphasis on commercial thrillers and romance books, safe bets that make the publishers money. This atmosphere makes it increasingly difficult for unknown writers to cut through and get the majors to take a risk on your work. On one hand, it’s a sad thought, it was hard enough to get attention before, but there is another aspect in the shift in media consumption that can help, a way authors can help themselves, make themselves more enticing and even build an audience all on their own. Social media has changed the way people communicate, changed the approach to marketing and publication. While opportunities in traditional publishing are getting tougher to come by, the opportunity to build your own brand is greater than ever.
Utilising social media is a must for would be authors – here’s a few notes on the why and how of social for writers.
* You need to get yourself a blog. Obviously I’ve got an inclination towards WordPress, but there are a heap of options out there, and a heap of ways to leverage a blog to build your own audience. Writing is what you do, so you should be sharing it, and a blog is a quick, simple way to build awareness of your work and establish a digital showcase for all your projects.
* Join online writers’ communities. As social media facilitates greater connection throughout the world, it also allows every individual to have a voice. As a writer, this means you have more opportunity than ever to get involved in writers’ groups and communities and build a following that’s interested in what you have to say and what you produce. At the very least, being involved in the various social media communities will give you free education on writing and what’s happening in the industry. The amount of insight and info available is staggering, if you know the right places to look.
* All writers should sign up to Google+. Google+ has a heap of highly active communities, particularly for writers. The learning curve can be steep – G+ is different to other social networks – but the platform’s biggest strength is it’s communities. That’s where you can make connections and find like-minded people to learn from and share ideas with. Being on Google+ also allows you to sign up for Google Authorship, which has it’s own benefits for writers of all types.
* Twitter is an amazingly powerful tool. I know a lot of people are not sold on Twitter, not convinced that you can make much of an impact with 140 characters, but Twitter is the best tool for making connections and sharing your content. Use Twitter’s search function to find other authors and writer-types and follow them, as well as literary publications and organisations that hold writing competitions. Use applications like Hashtagify to locate relevant hashtags which you can use to find active literary conversations, as well as using them to gain exposure for your posts (the tags #writing and #amwriting are very popular and will help others locate your content). Find out what sources publishing industry folk are reading and see if you can get content published on the blogs they’re looking at to raise your profile (there’s an application called Twiangulate which can help you locate the main sources that specific users are looking at). Find Twitter chats on writing and take part if you can (great list of Twitter chats here). Twitter is also great for sharing your content – every time you publish a new blog post or announce that you’ve had something published, post it to Twitter, use relevant hashtags, and track any shares of your content with a management tool like HootSuite. From here, you can thank people for sharing your stuff, start conversations, and make connections that will help build your profile and establish your position. Writing the content is only one part of the equation – you need to actively promote and engage with your audience to build your presence.
* Share content on Tumblr, Pinterest and Facebook. Some people have a heavy reliance on Facebook, but I generally only use it for personal purposes these days, so my view on it may differ from yours, but you should always share your blog posts and updates on all these channels. Tumblr provides an opportunity to reach a new audience, with effective and engaging presentation options to use. Pinterest, while it is a visual-based platform, also gives you a way to reach a whole new group of people. Post interesting images and link them back to your blog, pin new blog posts with relevant hashtags (most of the major networks facilitate hashtag use, except LinkedIn). There are unique audiences on each platform, it’s in your interests to maximise opportunities by sharing to more networks, but research what’s working and where to find your target audience on each. All social platforms have different best preactises, best to learn and utilise these as you go.
* Investigate other platforms. Medium is a publishing platform which is focussed on writing over all else – the design is simple, the process is easy, the visual focus is the words. The groups for fiction work are very specific and there’s a lot of writing discussion being had, so long as you can find the right categories for your work. Definitely worth checking out.
These are just a few notes on the possible options for authors, and the ways in which writers can build their brand through social media. Taking these steps can open doors you never thought possible, and at worst, it can’t hurt to build a following. If you can establish a group of engaged followers who’ll share and amplify your message, it can only assist in building your status as a writer. Some people don’t think they have the time, some feel the learning curve is too steep, but as more people conduct an increasing amount of their daily interactions online, having a presence on social media is only going to become more important. Social gives everyone the opportunity to establish their skills and expertise, ways for writers, in particular, to showcase their talents and marketability. It’s worth investing the time to raise your profile and build connections – those actions could help you find new avenues to publishing success – and as the publishing industry evolves, you might just find yourself at the forefront of the next literary frontier.