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Posts Tagged ‘LinkedIn for authors’

january tip of day

January 23 Book Marketing Tip: Pick the social networking vehicle your reader is driving!

If your social marketing is to be useful, it needs to be two things. Who wants to guess what the first one is? OK – I haven’t mentioned it in a while, but you seriously should not need this reminder. Social marketing needs to be SOCIAL. But all the social marketing in the world could be a waste of time (and money if you’re hiring out any aspect of it) if it’s not aimed at your target readers.

As we’ve mentioned in the past, every author needs to answer 1 question before they begin their marketing: Who is my reader?  However, if your social marketing is to do you any good, you need to take that question a step further and answer the next question: Which social network does my reader use most?

There was a funny meme that made the rounds on the social networks 12 to 18 months ago. It involved bodily fluids and how each network would report on release of said fluid. We posted a version in a blog titled How are you incorporating social media into your book marketing strategy?

Last night at the Phoenix Social Media Marketing Meetup, I heard a more useful analogy, which I want to share with you here. Thanks to Giselle Aguilar, the Meetup coordinator, for this analogy. Definitely track her down if you need help with your social media strategy.

Social Network Users Are Like Drivers

 

  car sport Twitter users are quick. They like the fast-paced nature of a busy Twitter feed, and prefer easy-to-digest short bursts of info, links, quotes, and images. They are very social themselves, the most adept sharing the tweets they like.For me, Twitter is a huge information resource. My Twitter feed keeps me up to date on marketing, publishing, and social media trends in a way no other social network can.

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 car luxury Due to its nature as a site for businesspeople, LinkedIn draws the highest net worth users of any of the social networks. Like luxury vehicle drivers, these people prefer clean, elegant, useful information. Frills are OK, as long as they have a purpose. You won’t catch LinkedIn users sharing pictures of cats or zombies or kids.

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 car mini Attracting the second-highest net worth users, Pinterest users are like minivan drivers. Pinterest is the place for women – specifically moms.Interestingly, though, photos with people are repined much less frequently than those without. Images that are longer than they are wide are more often shared.

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 car convertible Convertible drivers want to be seen – and YouTube is the social network for users who appreciate the visual. With more than a billion unique visitors each month, YouTube is the #2 search engine on the web. As much as 80 percent of YouTube’s traffic comes from outside the US, so if you’re looking for international readers, this may be the place for you. According to Nielsen, YouTube reaches more American adults ages between 18 and 34 than any cable network, which is worth noting if your readers are younger. (This one is mine – not from Giselle.)

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 car suv I love this comparison: Facebook is multipurpose, like an SUV. Facebook users are inherently social, posting everything from pictures of cats, zombies, and their kids to quotes, links, political messages, music, videos, and event listings.Facebook’s reach is vast, to be sure, but don’t assume it’s your reader’s number one online hangout. Do your research and find out for sure before you pour endless hours into it that don’t do much to boost your visibility as an author.

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 car pickup Here’s another great comparison. Like pickup drivers, Google+ users just want to get it done. Google+ has circles and hangouts and authorship. It’s got the versatility of an SUV, but its more workmanlike in its approach.With more than 540 million users in less than three years, Google+ is catching on in a huge way, because it’s so versatile – and proper integration can be an enormous boost to your blog/website traffic.

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Does this mean that you should use only one social network? Of course not! Many people/families have more than one car – or dream of having a second vehicle. Their taste is diverse. Likewise, your reader probably uses more than one social network. But if you want to see a return on your social marketing ROI, you must dedicate your time/energy/money to the networks where your reader is hanging out. If they have a Twitter account but send one tweet a year, and you’re doing lots of Tweet Chats and employing a big Click to Tweet campaign, you are probably missing each other – like two cars passing on the highway.
Have a presence on all the social networks, but focus on the one or two that will connect you with the most readers.
Here’s to identifying your readers’ favorite social networks!

Laura

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We welcome and encourage your thoughtful, courteous comments below.

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Winter Author Blog Challenge #4: Nine ways authors can used Linked in for professional promotion

Woo-hoo! The Winter Author Blog Challenge is underway. This time around, the Challenge is just 15 days, and our focus is social media. The goal is for participants to post all 15 days, following the daily prompts provided, if they so choose. As with the inaugural Author Blog Challenge that took place last summer, I’ll be playing along with all of the posts, even though Marcie and I are the hosts!

Here we go with the FOURTH prompt:

LinkedIn is a business-oriented social networking site. Launched in May 2003, it has undergone many metamorphoses – the most recent of which involved retiring two of its most popular features, LinkedIn Events and LinkedIn Answers. Are you using LinkedIn to promote yourself as an author? Does your professional profile include or feature your writing? What is the best connection you’ve made through your involvement on LinkedIn? Who would you still like to connect with? Might LinkedIn be a good vehicle for making such a connection? What is your biggest question, frustration, or suggestion regarding LinkedIn? IF YOU’RE NOT USING LinkedIn, why not? Here’s a good overview of LinkedIn’s features. After perusing it, how MIGHT you use LinkedIn to help build your author profile? Is it something you’re considering? Be sure to give us the link to your LinkedIn profile.

If participants in the Winter Author Blog Challenge are gnashing their teeth at all this social media mumbo-jumbo, it mayLinkedIn icon please them to know that their fair host is also struggling a bit – particularly since today’s topic, LinkedIn, is perhaps my most underutilized social media platform.

The thing is, LinkedIn has LOTS to offer authors – and non-author businesspeople. Here’s a quick list of ways you could be utilizing LinkedIn to promote yourself as an author. (Take note, I said promote yourself, NOT promote your book. This seems a good place for my regular reminder that the first word in social media is SOCIAL, so even on LinkedIn, that means keeping the selling to a minimum. Like any social platform, your goal should be to build connections.)

  • Change careers to become a writer? LinkedIn is a great way to reconnect with people you used to know way back when. Yes, Facebook can do that, too – but I’m talking less about your high school chums than a colleague, manager, or other professional you used to know who might be a great connection today.
  • If you fill out your profile completely, LinkedIn offers excellent SEO support. Depending on your industry/genre and your other SEO efforts, your LinkedIn profile could be one of the first two or three to come up when someone searches your name or other pertinent information about you.
  • More so than any other social network, LinkedIn offers you a place to demonstrate your expertise and let your credibility shine
  • With no fewer than 325 agents and editors on LinkedIn, it’s a great tool for getting connected to publishing industry professionals.
  • You’re not the only expert on LinkedIn, right? So why not utilize the mountain of expertise there for help/research/interviews for your book – even fiction!
  • It’s even possible to create connection with the superstars in your industry. Once you’ve done so – and I mean more than a passing, “Hi, I love your book” – you may be able to approach them for blurbs or testimonials for your book.
  • Looking for some publicity for your forthcoming title? Use LinkedIn to rub cybershoulders with TV, radio, and print media producers and editors.
  • LinkedIn has an app called “Amazon Reader” that allows you to give descriptions of the books you’re reading. Why not spend those 5,000 characters describing YOUR book? Then ask your LinkedIn connections that you know personally to include your book on their  Amazon Reader pages.
  • Are you looking to do more speaking? There are a number of speaker groups you can join which feature regular announcements about speaking opportunities. It seems that many of these are unpaid, but ask if you can sell your book at the back of the room! One author was unable to find contact info for the director of a conference at which he wanted to speak on the conference website. So he headed to LinkedIn, connected with the director personally, and was invited to join the conference faculty!

As with all social media, success at LinkedIn requires time and commitment. The energy on this platform is definitely more professional than Facebook and it offers a more substantial representation than Twitter. If you haven’t found either of those to your liking, perhaps LinkedIn is more your speed.

LinkedIn

You can find my LinkedIn profile here. And while you’re viewing, why not stop by and endorse me for Blogging, Social Media Marketing, and Marketing?

In the meantime, come Tweet with us!

Laura

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We welcome and encourage your thoughtful, courteous comments below.

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