When you first embarked on your writing journey, you may have thought that finishing the manuscript/book would be the hard part. *Insert laughter here*
Social media is now so ingrained in everyday life that first-time (and, in many cases, established) authors must also take into consideration their online brand.
If the querying trenches, writers’ block, and all-night edits weren’t hard enough, we now have to be engaging with audiences in ways that are constantly evolving, on platforms that are becoming increasingly ‘noisy’.
But, as someone who has worked in digital marketing for 10-plus years AND written multiple manuscripts while raising young children, I can tell you that it doesn’t have to be daunting.
My TOP 5 TIPS on websites & social media management offers some bite-sized, practical advice for fiction and non-fiction writers when it comes to successful content creation.
1. Choose your platforms
Between Instagram, Twitter, TikTok, LinkedIn and Facebook (just for starters), there are a lot of social media platforms competing for users’ attention. While it’s important to ‘put yourself out there’, don’t make the mistake of taking on more than you can manage.
Quality over quantity is the key here. By doing 1-3 platforms really well, rather than all of them half-heartedly, is the way to go.
How do you know which one is right for you? It really depends on your market/audience. Would children’s readers or middle grade fantasy-lovers be hanging out on LinkedIn? Probably not. They (or their parents/caregivers) would more likely see your content over on social platforms like Facebook or Instagram.
You also have to take into consideration the ‘type’ of content you are sharing. If it’s documentary-style gardening tips, Instagram or even TikTok could be fun. Aesthetically-pleasing foodie photos would do well on Instagram, while events (book clubs, author talks) would reach more audiences as a Facebook event, potentially shared on somewhere like LinkedIn.
Tone and channel are intrinsically linked. For example, an Instagram Reel is great for impromptu, music-accompanied snippets, while LinkedIn definitely has more ‘professional’ vibes. Facebook would be where you push the ‘sell’, while Instagram facilitates more ‘behind-the-scenes’ content.
In summary – know your audience/what content you want to share, choose 1-3 platforms, stick to your brand values, and be regular with your posts.
2. Fresh is best: Why it’s important to keep content up to date
Building on from the previous point, it’s really important to be consistent with your postings. If someone stumbles across your website and sees the last blog post was written five years ago, they’ll be clicking out pretty quickly. Same goes with an inactive Instagram or Facebook page.
This is why you shouldn’t take on more than you can handle – an up-to-date website and 1-2 social platforms is an ideal starting point.
At the same time, make sure your content comes naturally and acts as an extension of your writing. It should give readers/potential buyers insights into you, your writing process, or share book-related news (more on this below), rather than feeling like an additional job.
While marketing and writing books come hand-in-hand these days, your core writing (that is, your manuscript) should take priority.
How many times per week should I be posting to Instagram, Facebook etc?
Brands that get into a regular flow – where audience expectations are met every time they visit a page or feed – tend to see better results. However, ask around and recommendations can range anywhere from ‘daily’ to ‘1-3 times per week’.
If you’re in the writing game – and it’s likely you are juggling a day job and a family in addition to your book work – I think 1-3 posts per week is ample (per platform, but you can always cross-share). LinkedIn can drop back to fortnightly, or simply to share newsworthy updates. For websites – at least one new blog per month.
Do we all get a Time-Turner in order to maintain this balancing act? Unfortunately, no. But I do have some helpful pointers on this in TOP TIP #4.
3. What should I be posting?
You’ve chosen your platform – check! And you’ve set some time aside to create some posts – check!
Now, what exactly should you be posting?
Some authors may like to share personal insights into their lives by posting photos of their family, their pets, out and about etc. Others, may prefer to remain anonymous and post strictly about their books. Whichever route you opt for (personal or private) the following general guidance still applies.
In terms of topics, why not choose a few and rotate between them.
Topic ideas:
- #WhereIWrite – This is particularly popular among authors on Twitter. A candid pic of your desk, a rain-streaked window, or notebook-on-knee at after school sports (okay, that last one is me!). I’ll share more on ‘the power of hashtags’ in an upcoming blog…
- Seasonal – Christmas posts, holidays, winter reads, summer reads, spooky/Halloween reads etc.
- Interests/hobbies – Aside from writing, I am very keen on running. So, in my case, I will occasionally share posts about ParkRun, Running Mums Australia, or the latest hike I did up Mount Coolum. It’s all about balance – as long as it ties in with your brand or books
- Pets – If your book/s feature pets, this is a great choice, and the content should come easily for you. Who doesn’t love a cute cat or dog snap?
- What I’m reading – I am a big supporter of libraries and bookshops, so I always tag them when I pick up my latest read. It’s also a good conversation starter – ‘This is what I am reading’, ‘What are you reading?’ Open-ended questions can greatly assist with your engagement
- Quotes – From famous books, from your books etc. Drop quotes into Canva with your own colours and style. Easy!
4. Help! – I need to organise all this content
If you’re feeling a little overwhelmed so far, don’t fear. There are plenty of time-saving (and sanity-saving) tools out there to assist with social media scheduling. You certainly don’t need to be at your computer every day to keep on top of your posts.
As part of my Monday to Friday job in corporate marketing, I use a paid version of Loomly. This is great for scheduling content across multiple platforms, with its easy-to-navigate visual calendar and analytics features.
Another program/app this is often compared to is Buffer. I haven’t personally used this one, but it may be worth looking into for your specific needs.
If you don’t have the budget for scheduling apps, there are plenty of free ones out there. Yes, their functions may be a little limited compared to the paid versions, but they could still work well for you.
Free examples include: Hootsuite and Later. I use Later on my iPhone (for my Instagram posts), and find its ability to schedule 10 posts per month (included in the free version) sufficient for now. I also save drafts in my Instagram, to post ad-hoc.
Other social media apps to check out are: Sprout Social, TweetDeck and Iconosquare, the latter of which is best for visual content like Instagram.
5. Call to action: Converting likes and shares to sales
You’ve mastered your content and you’re getting plenty of likes, shares and followers. Now what?
While it’s not (and shouldn’t be) about the ‘hard sell’ all the time, it’s still important to capture interest from your website and social channels – after all, you’ve invested all that time and energy into it.
Building an email list is the best way to target those who are interested in your content. You can also use this data if you decide to go down the paid Facebook ads route (more on that another time).
You’re far more than just a status update – so use those crucial clicks and likes to your benefit.
Make sure you include a ‘call to action’ – a way for the reader to read more, learn more, or sign-up. Even if you don’t yet have a book or product to sell, it’s all about capturing that information and building the foundations of a database. Email is an asset, as it allows you to reach your audience directly and instantaneously. Just like magic!
If you’re not yet ready for an e-newsletter, most open-source content management systems (website hosting & building platforms, like WordPress) will allow you to add a subscribe/sign-up button. This is an easy way for readers to subscribe to alerts (i.e. must-read new blog post), without feeling like they are overcommitting.
If done well, social media (teamed with an easy-to-navigate, updated website) can be a powerful tool for generating interest in your books.
A bit of forward-planning around the different types of platforms out there and how users engage with them, simple content creation, and knowing where to access free publishing tools can really help you on your way.
Social media is a two-way street. While you’re busy putting all that content out there, make sure you’re responding to comments and engaging with other accounts. Authenticity and community-building is far more important than simply posting for the sake of posting.
Jayne mcintyre
Do you have some social tips or App recommendations? Share away in the comments below.
Happy writing!
Jayne McIntyre Author 
Good advice with direction . Thankyou
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