LinkedIn Archives - Build Book Buzz

3 social media mistakes authors must stop making now

Sandra Beckwith — Wed, 20 May 2020 12:00:19 +0000

One of the upsides of social media is also one of its downsides: It’s so easy to use.

Anybody can create a Twitter account and start using it immediately. It doesn’t take long to set up a Facebook personal or fan page. LinkedIn? Same thing. Instagram? Yup. You can be rolling along quite quickly.

So how can that be a bad thing?

If you’re using these tools for book promotion and don’t know what you’re doing, you run the risk of:

Under-utilizing them (often because you’re afraid of making the same mistakes you see others make).
Using them inappropriately for promotion, which makes all that time you spend on your social networks a total waste.

Mistakes to avoid

I see more of the latter, so let’s focus on those tactics I’m seeing that are counter-productive. For your book’s sake, please stop doing the following:

1. Posting promotional messages on other people’s Facebook timelines.

I saw this only last week on a friend’s profile. Rather than tell you what happened, I’ll show you:

It has happened to me, too. For example, after an author I don’t know in real life friended me on Facebook, she began posting links to her book’s website on my timeline. Just a link — nothing more. No commentary, no questions, no text. Just a URL.

I don’t buy or read books on her topic so I’m not in her target audience. More importantly, though, I don’t like her using my personal Facebook space as a billboard for her book.

Even authors I know and openly support don’t do this, so why would a stranger? Because she doesn’t know better . . . and she hasn’t taken the time to learn.

You’re smarter than that.

(For more on Facebook faux pas, read “How to get unfriended on Facebook.”)

2. Tweeting “buy my book,” “buy my book,” “buy my book” repeatedly.

Don’t be like the poet whose entire Twitter feed was copies of the same message asking people to check out her new book on Amazon. No doubt someone told her she should be promoting her book on Twitter, so she did that without first learning how to use that platform.

It’s okay to tweet “my health book that will save your life is now available here,” or “read a sample chapter of my espionage thriller here,” now and then. Limit it to 20 percent of your content, though. The remaining 80 percent of your messages should be interesting, entertaining, or helpful, not self-serving.

One author new to Twitter recently noted that after joining that social network the day before and tweeting several times, nobody engaged with her. She wondered what she was doing wrong.

Her most obvious mistake was expecting results of any type in 24 hours. In addition, four of her seven tweets promoted her book — about four too many to start out. This approach is the real life equivalent of trying to sell life insurance to party guests as soon as you walk in the room.

Don’t do it.

3. Adding people to your e-mail list without their permission.

You won’t get arrested for doing this, but you could get lose your email service provider account. That can happen if too many people you’ve added report your messages as spam.

You must get a person’s permission to add them to your mailing list. It’s called “opt-in” marketing, which means that they “opt” — choose– to join your email list. Anything that isn’t opt-in is considered spam.

Your e-mail service provider (MailChimp, Mad Mimi, Constant Contact, ConvertKit (that’s an affiliate link), etc.) will have information about this, so please take the time to find and read it.

I don’t want you to be dealing with bigger problems later.

Learn first, act second

The best way to avoid these common mistakes is to spend some time learning how to use any social network before creating an account. You’ll find lots of helpful how-to articles and videos online.

Consider taking an online course, too. When I need to learn how to do something new, I take a Udemy course (that’s my affiliate link). Because there are often several course options, I read the course descriptions carefully and check the reviews.

Also study how the experts use the platform you need to master. For example, if you watched several YouTube videos about Pinterest from the same person, pull up her Pinterest account to see how she uses it.

Adopt the tactics you’re comfortable with, discard those you don’t like.

If you apply a “learn first, act second” approach to social media, you’ll be less frustrated and more productive.

Sometimes, we need someone to hold up a mirror for us, so . . . what types of social media mistakes have you seen authors make?

(Editor’s note: This article was first published in October 2012. It has been updated and expanded.)

Use LinkedIn’s publishing platform to create book buzz

Sandra Beckwith — Tue, 21 Oct 2014 17:40:54 +0000

Every time I see something online from today’s guest blogger, Flora Morris Brown, I’m impressed. Whether she’s contributing to a discussion in a Facebook group or commenting on a blog article, she is wise and knowledgeable. Flora is a book coach who helps take the fear out of publishing your first or next book. She is also a professor emeritus at Fullerton College and author of six books. Her upcoming book is the 2^nd edition of Color Your Life Happy: Create the Success, Abundance, and Inner Joy You Deserve. Download a free e-book at her website.

Use LinkedIn’s publishing platform to create book buzz

By Flora Morris Brown

You’ve been building buzz for your book with your e-mail list and social media engagement.

Now that LinkedIn has opened its publishing platform to all members, you have a more powerful way to expand your reach to the largest professional network.

As with any content you share online, you want to be thoughtful about what you contribute on this platform. You know “buy my book” posts are a no-no, right? You can get banned by LinkedIn and shunned by members.

Besides, nobody cares about your book except you.

Readers want to know how to solve their problems. Focus your posts on this to create the buzz you crave.

Observe how “Influencers” link problem-solving content to book buzz

It helps to study how the pros do it.

Jeff Haden, Inc. Magazine contributing editor and author, wrote 9 Reasons to Quit Your Job as Soon as You Can followed by: If you liked this post, check out my book based on four years of personal and professional advice. . .

Gretchen Rubin, author of The Happiness Project and Happier at Home, posted Struggling to Form a Habit? Try This followed by: …She writes about happiness and habit-formation (the subject of her next book, Better Than Before) at gretchenrubin.com…

How other authors are creating buzz

Engaging on your post is just the beginning.

Buzz is the impact that motivates readers to follow, connect, or share.

My first LinkedIn post got 126 views. Not impressive compared to Influencers. 11 posts later, I rank in the top 11 percent for profile views among professionals like me. I‘ve been invited to write guest posts and make new connections.

Here are a few things I’ve learned that might help you:

1. Post frequently

Posting frequently attracts LinkedIn’s attention, and may give you wider distribution. When Linda Luke wrote Successful Startups: Get Grounded in Your Vision, she received 4,000 views and tips from LinkedIn on boosting her stats.

2. Speak your mind

When Wendy McClelland, social media coach and author of the upcoming book, 27 Steps to Freedom – What Learning to Walk Again Taught Me About Success in Business & Life, posted Why I Say No to Coffee Meetings on her blog, it received six comments. A week later, McClelland republished the same post on LinkedIn, receiving61,378 views, 58 shares on other blogs, and two radio interview requests.

3. Be patient

LinkedIn strategist Jean L. Serio discovered “. . .my articles are read. . .long after they’ve been published. . .partly because members can ‘search’ specific topics on [ LI] ..; and partly because your name rises to LinkedIn’s top influencers in your specialized area as you become more visible.”

Tabitha Jean Naylor, founder of SuccessfulStartup101.com, agrees.

“I’ve published articles that have performed phenomenally well… and others that have been complete duds. . . I also [try] publishing on different days and . . times. . .My best performing articles have all been published on Saturdays.”

4. Look beyond LinkedIn for benefits

Marcie Hill’s first post Top 4 Reasons You Should Have a Professional Bio received more views than from her blog. She also sold more copies of her book, How to Write a Powerful Professional Bio.

5. Repost articles from your blog

“You can get in front of a different—even more targeted—[audience]” says Nina Amir, author of The Author Training Manual “. . .Some . . . are getting more views per day on LI than on their blogs. So, if you are promoting a book, it’s a no brainer to repost on LI.”

(Note that the previous profile feature that allowed you to link your blog posts to your profile automatically through RSS feeds is now defunct.)

How to intensify the buzz

Here are a few tips for making this work for you and your book.

Reach out to your likers and commenters. Nina Amir said, “I just realized I had a comment on a post from a woman I’ve followed for a while…so there’s a reason to post…connections!”
Put a relevant link in appropriate groups. One group member admitted confusion about how to use the new platform. I posted a link to a video tutorial I had created.
Use this analysis. The article, “We Analyzed the 3,000 Most Successful LinkedIn Publishing Posts” will help.
Visit LinkedIn’s official blog and groups. Has LinkedIn helped you professionally? Submit to member stories. Join Writing on LinkedIn where LinkedIn editors and writers discuss ways to write and publish. Members are encouraged to submit links to LI posts they have written or read that have wide appeal.

Is LinkedIn publishing right for you?

LinkedIn publishing is a game changer for serious authors. Just remember:

It doesn’t replace your blog. I recommend reposting articles from your blog.
You don’t control your LinkedIn presence. It’s an extension, not the hub of your marketing in the same way that your e-mail list is.
It doesn’t work well with an incomplete profile. Fix that first. Learn how from Wayne Breitbarth in the audio program, How to Use LinkedIn to Sell More Books.

LinkedIn publishing is in my book marketing toolbox. How about you? Let me know your thoughts in the comments.

Update your LinkedIn profile now!

Sandra Beckwith — Tue, 03 Dec 2013 18:53:32 +0000

When I research experts to interview for article assignments, more often than not, their LinkedIn profiles are at the top of the search results page.

Like it or not, LinkedIn has become the go-to source for information about people who are employed or self-employed.

If you’re looking for a job, your profile is your online resume.

If you’re looking for clients, prospects will check your profile before returning your call.

If you’re an author hoping to be interviewed by the press, reporters will use LinkedIn to make sure you’re the right source.

9 reasons why you should update that profile

William Arruda, co-author of Ditch, Dare, Do: 3-D Personal Branding for Executives, explains why you need to update that profile now in a must-read article on Forbes.com, “9 Reasons Why You Must Update Your LinkedIn Profile Today.”

The article’s key point is that LinkedIn has become a personal branding tool for authors and others. If you’re an author looking to build buzz about your book, you should update your profile even if your book’s target audience isn’t using LinkedIn because the journalists who might interview you will use it to vet you as a resource.

Don’t overlook these 3 profile elements

When updating your profile, take these tips into account:

Pay special attention to the headline you use in your profile. (The “headline” appears under your name in your profile; most people put their job title in that space.) Make sure it includes the keywords that journalists and others will use to find you in a search engine or LinkedIn search.
Use a professional headshot, not a photo of you and your spouse with your spouse cropped out (or worse, with your spouse included). This is a professional networking site, not Facebook.
Work to blend your author persona into your work persona in the “Summary” section. Since many authors are employed full-time, their profiles emphasize their jobs. Find a way to work in that you’re also an author and describe what you write about. This is especially important if your books are related to your profession.

In addition to working on your behalf as a personal branding tool, LinkedIn has book marketing value for many authors. For example, you can join the LinkedIn book marketing groups to learn more about that topic. If your book’s target audience is on LinkedIn, the network can help you become known and recognized by them.

For more information on how authors are using LinkedIn for book marketing, read “How are authors using LinkedIn to promote their books?” and listen to the audio program with LinkedIn expert Wayne Breitbarth, “How to Use LinkedIn to Sell More Books.” (And before you go too far, read “Don’t make these four common author mistakes on LinkedIn.”)

LinkedIn can be a powerful tool for authors. It all starts with a great profile.

What’s your best tip for a great LinkedIn author profile?

Don’t make these 4 common author mistakes on LinkedIn

Sandra Beckwith — Tue, 18 Jun 2013 18:22:24 +0000

What behavior turns you off the most when you meet someone for the first time? If you’re like most, you probably don’t like it when someone you’ve just met:

Talks only about himself — the monologue from Hell.
Steps into a group and hijacks the conversation immediately, changing the subject to her favorite topic — herself.
Corners you and makes a sales pitch.
Speaks rudely to anyone.

While you probably wouldn’t react to any of this behavior with rude or boorish behavior of your own, you probably make a mental note to avoid anyone who does this the next time you see them.

Do you run the other way?

It works the same way on LinkedIn. Once we figure out who they are, we avoid those people who are takers or are just plain rude. Let’s be honest: People do business with people they know, like, and trust. LinkedIn users who are annoying miss important opportunities to connect with people who might be in their book’s target audience or are individuals they can learn from.

Online, as in the real world, you want to be someone who knows how to have a conversation, understands that you can learn a lot that’s useful just by listening, and treats others with respect. And that’s just for starters.

4 common mistakes

And yet, I see authors making the same four mistakes over and over again. I can’t point them out in the discussions as they occur, but I can share them here, hoping that putting a spotlight on them helps others understand what they should and shouldn’t do when networking on LinkedIn.

1. Starting a discussion to announce that we can now buy your book.

That’s an ad, not a discussion. Advertisers will tell you that their biggest problem is getting their prospects’ attention, which is why so many of them are shifting away from straight advertising and putting some of their promotional budget into content marketing. They’ve discovered that “Here’s information you might find helpful” gets more eyeballs than “Buy me! Buy me!”

2. Hijacking a thread.

I recently started a discussion thread in a couple of book marketing groups so I could share MediaBistro’s (awesome) list of 20 free sites where you can promote your e-book for free. In a couple of the ensuing discussions, authors posted random self-promotional messages. One described his new book and included a web link for it, while another announced she was a guest blogger and included a link to her guest post. They were off-topic and openly promotional. Do you think they added to their network on that influential site? Not likely.

3. Send a private “buy my book” or “use my service” LinkedIn mail message.

I get these all the time. Do you? I wish that just once the information would be about a book I might actually be interested in. I have somehow managed to be connected to several employees of a book marketing services company. They bombard my LinkedIn inbox with the same marketing messages over and over and over. Every time I think I’ve disconnected myself from all of them, I get another “check us out!” message from one of them. And as if that’s not bad enough, they all sign their messages with “Love.” Love? On LinkedIn? In a message to a stranger? Really? As a result, I don’t refer any authors to them.

4. Being disrespectful.

Rude behavior isn’t necessary. And it’s unprofessional. LinkedIn is a site for business professionals. We’re expected to behave like we’re business professionals, even if we aren’t. This isn’t a chat room where people use avatars instead of head shots and don’t use their real names. We know your name, what you look like, and where you work. So be nice — even if someone isn’t nice to you. It will take you a lot farther.

Online social networking works the same way as in-person, real-world social networking. As my grandmother used to say, “You catch more flies with honey than with vinegar.”

What tips can you offer for doing it the “right” way?

LinkedIn’s clever marketing gets people talking

Sandra Beckwith — Tue, 12 Feb 2013 20:55:07 +0000

I learned last week that LinkedIn was sending e-mails congratulating subscribers on having profiles that get a lot of views.

“LinkedIn wrote me and said my profile was among the top 10% viewed for 2012. Did anybody else get that?” wrote a writer’s forum user.

I hadn’t received a message saying I was even in the top 20 percent, so I was impressed with the original poster’s “accomplishment” and wondered how he had achieved it.

“Sandra, congratulations!”

And then, my own very special message arrived in my Outlook inbox this morning! Oh happy day!

“Sandra, congratulations! You have one of the top 1% most viewed LinkedIn profiles for 2012!” it announced.

And then I thought about it. That’s 1 percent of 200 million subscribers. So my profile, was, um, in the top 2 million of profiles viewed. Doesn’t sound as good when you put it like that, does it?

Meanwhile, back on the forum . . .

Back on the forum, one of the users had shared a link to an LA Times article that explained the significance of the rankings. It was all just a marketing ploy — a very clever effort by LinkedIn to get people talking about their ranking on other social networking sites. The e-mail messages we received even included a link to a personalized URL that automates the sharing process on LinkedIn, Twitter, and Facebook.

Does it mean anything? I’m not sure. It’s not a goal I was shooting for, but it did make me think about how it might have happened.

It’s probably due to my participation in several books-related groups, where I share links to helpful information, comment on topics that interest me, and ask and answer questions. Like Twitter, LinkedIn contributes to my professional development by introducing me to smart people and helpful resources while it helps me learn more about what authors struggle with when promoting their books.

I don’t need to be ranked to keep doing that. But, hey, Linked In: Reward me with an upgrade me to a complimentary premium account and I’ll do even more to support your marketing efforts!

Did you receive a LinkedIn profile view message? What’s your percentage?