A recent article (February 1st) on BuzzFeed said that the Newsweek Media Group has been buying followers and manipulating traffic on some of their websites, and that they are being accused of ad fraud. The ad fraud part of this story is not my area, but I do have something to say about the other part—buying followers—as it relates to marketing and branding using social media platforms.
There was a time when having 200,000 Twitter followers looked impressive to the naked eye, but those days are long gone. Now it isn’t very difficult to look through someone’s following on various platforms to find out that many of those 200,000 are spam bots and other kinds of cheap “friends”. In fact, the people who have more modest numbers of active followers, who engage with them, and build more solid relationships over time, could have the upper hand in social media marketing.
Here are some reasons why buying followers is a bad idea:
The internet is not an alien universe. The people using the internet and social media are just that—people. And the rules of engagement apply just as they would at a cocktail party or a business conference. If you want to grow as an influencer on social media, your audience needs to feel like you are a real person —not a virtual identity with no substance, which brings me to the next point.
Trust is more important than ever. The internet, the very tool you want to use to market your products and ideas, has eroded trust in its own population. This is partly due to the “bad apples” in the bunch who have figured out how to buy and sell cotton candy entities and canned content. If someone takes more than a cursory look at who is following you and they find porn (true story) in the form of bots, it will not make a good impression (unless that is what you are selling).
Relationships rule! When there is trust, the chance for a relationship to grow increases. In a relationship with good communication, the other person believes what you have to say, appreciates your advice and counsel, and may even talk about you with others in a positive way.
Protect the brand. Would you wear dirty clothes to a job interview? Why sully your brand with ineffective and questionable marketing practices, like buying a fake community?
Perhaps we think that, because we are typing on a keyboard or a phone in our own private spaces, that our anonymity allows us to behave in any manner we want. Well, it doesn’t. Companies who engage in buying followers or traffic in order to beef up their potential advertising power may not be doing something illegal, but it is certainly unethical. If an individual wants to be an influencer, it needs to be clear that community and engagement are a priority. If bots are all we see, we assume that you aren’t real either.
If someone asked you what is your book is about, how would you answer? Can you respond in two or three sentences? Is it an interesting description that would make you stand up and pay attention? Clearly book topics and subjects will appeal to different types of people, and that is just fine.
When you are determining what your book is and how you will describe it, you must envision the audience you are trying to engage with. If your book is a mystery, then say “It’s mystery/thriller/suspense”. The way you shape your response to the question “What is your book about?” is the opportunity for you to hook a potential reader or media entity. Then you can dig deeper.
To get to the heart of your “story’s story” and find the hidden chances for better publicity coverage, try answering the following questions:
What is your book about?
Where does it take place?
Where do you live?
Do you have any autobiographical contributions to the story, such as medical expertise?
Who would find this interesting?
Does your story address any “hot button” issues like civil rights, drug abuse, weight loss, relationships?
Knowing what you are delivering is a critical key in preparing a publicity campaign. With any kind of book written by an unknown, the publicity plan and promotional trajectory is about trying to get the most people to open the book and read it! Bloggers, book reviewers, trade reviews, author events, conferences, parties, local tv, radio, and print are all pitched all of the time. The idea is to create a media list of fans who will support the books and the author by reviewing the books favorably and encouraging their readerships to get the books for themselves.
“What is your book about?” is just one aspect to be explored in the name of publicity and promotion of your book. Check out our blog for future blog posts on other aspects you need to consider for a book pr campaign!
If you are like a lot of people, you work in a full time job, but the hours you signed up for are far fewer than the ones you actually put in, and your raises have been paltry to non-existent for the past eight or so years. You feel like you could do better, but you aren’t sure you have what it takes to go out on your own, start your own business, and be your own boss.
Today I was listening the Business Bootcamp Podcast and I started thinking about how people might figure out whether or not they should be working for “The Man/Woman” or not. Since my agency represents a lot of entrepreneurs, whether they be experts, authors, or thought leaders, I thought I would try to encapsulate some of the signs I’ve noticed we have in common that may be trying to steer you on a more independent path.
You are working really hard, paying your bills with not much leftover, and nearly every day you think you should be doing something else.
You see the need for products and services that are not yet on the market and you can’t understand why no one is doing something about it.
You were hired for your creativity and yet every time you share a new idea your colleagues and peers look at you like you have two heads or like you are vying for their jobs.
You share ideas with your boss who says they are outstanding and yet time after time he goes with the status quo.
You try to implement a new idea at work and you are thrown under the bus when there is a problem, even though it may not have anything to do with your idea or your execution of it.
You dread going to work every day.
You are rarely excited during the week.
You look back at your life and realize that in your younger days you were very industrious to the point of having a lemonade stand, a paper route, top dollars in girl/boy scout fundraisers, and more.
Older people used to tell you about all of the potential that you had and how you might change the world.
You get bored easily, are a bit ADHD/ADD, and feel like you are going to jump out of your skin if you have to sit in your chair for one more minute.
You felt like you had to get out of high school to get started with your life and then in college you started to feel the same.
Others are drawn to your enthusiasm and unique take on life and the universe.
Some or all of these may apply to you. I would never say it’s easy to be your own boss or that you have to do it even if the signs are there, but if you are struggling with the idea and want some help evaluating, this may be for you.
At a two-hour Writers Circle workshop she led on author branding and promotion last weekend, McKinney acknowledged this common reaction. “This is not something writers like to do. But in the current publishing environment, there’s a greater onus on individual authors to be involved in promoting themselves and their projects.”
Whether you are traditionally published or publishing on your own, as an author you’ll be responsible for promoting your book. In this workshop, publishing veteran and public relations strategist Claire McKinney will:
Explain branding in terms of books and writers
How and when you should start your promotion efforts
Finding different angles to target markets for your work
Keeping a pre-publication checklist, what needs to be on it, and why
The fundamental differences between publicity for a traditionally published or indie book
Creating a timeline of activities that will keep you on track for the best marketing opportunities throughout the publication process
Digital versus traditional marketing and publicity
Social media; content marketing; and bookstores and other retail opportunities-what you need to know about how they work
Claire McKinney has been working in public relations and publicity for twenty years. She has written about publishing for websites and blogs; Publishers weekly; and recently was on the Today Show to provide expert commentary on indie publishing.
Prior to starting her own company she was the VP, Director of Publicity for Henry Holt and Company and the Director of Publicity for Miramax Books. Some of the authors and personalities she has worked with include Della Reese, Madeleine Albright, Cheryl Ladd, James Patterson, Walter Mosley, Tim Russert, Rick Moody, George Pelecanos, Heidi Julavits, and Kristin Gore.
Seats are limited.Register today at the link below: