Online social networking


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Introduction to online social networking communities for authors, publishers and retailers at CRT 2012.

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Online social networking

  1. 1. Online Social Networking Finding and fitting in to online communities Full presentation with links can be found at
  2. 2. The big picture Aim: to promote your products and services Method: by finding then building relationships with potential customers Strategy: joining conversations; providing interesting (informative / educational / inspirational / controversial / humorous) reading material.
  3. 3. The 5 keys to online networking Key 1: Understand the ‘culture’ and rules of each community. Key 2: your posts / comments should not always be about your product / service! Key 3: I scratch your back, you scratch mine: promoting other people. Blog tours.
  4. 4.  Key 4: your network should always point back to your blog and / or point of sale. and Key 5: Understand sales funnels. Your blog visitors should be encouraged to join a mailing list on your blog.
  5. 5. Selecting your communities
  6. 6.  Aim: to build your ‘friend’ list Challenges: how to tactfully bring ‘business’ into the conversation About info: what does this say about you? Contact details. Website / blog details! How to set up a Facebook account Fiona Veitch Smith on Facebook
  7. 7. Personal vs author pages You can have lots of different pages. Personal page – you may want a separate page for family and close friends. I keep mine together. Inviting people into my personal life makes them feel valued. But I’m careful how much I share. Real friends have access to my private email and phone number and genuinely personal stuff is discussed ‘offline’.
  8. 8. Author & book pages Author page – some authors have a ‘professional’ author page catering to their fans but not including their personal lives Eg Ruso and Tilla the author page of RS Downie. Book page - You can have a separate page for each book eg The Da Vinci Code. This is a good way to launch a book but not so good for sustained interaction with fans / readers.
  9. 9. Other pages Business pages – eg Crafty Publishing if you run a publishing house or a bookshop. Special interest groups – eg Book Clubs / review and discussion groups. These are a good place to connect with potential readers / customers. The key is to make ‘friends’ with them and draw them into your funnel. Industry networking groups – eg ACW and Christian Booksellers.
  10. 10.  Aim: to gather ‘followers’ and have your tweets re-tweeted to followers’ followers. Challenges: to find something interesting to say in 140 characters that isn’t always about your product. About info: always link back to your website / blog to draw into sales funnel. Fiona Veitch Smith on Twitter How to set up a Twitter account
  11. 11. The art of tweeting Knowing your #s from your @s eg @FionaVeitchSmit Hash tagging eg #picturebooks The 40-character limit Using Know what’s ‘trending’ Business vs ‘personal’ accounts Finding common interest groups Doing your 5-a-day Understanding time zone peak times
  12. 12.  Aim: to connect with readers, join book group discussions and encourage book reviews. Challenges: Amazon readers don’t like publishers / authors gatecrashing their discussions. Author pages: Fiona Veitch Smith on Amazon
  13. 13. Surviving the Amazon Set up account with Author Central Should be done sep on US & UK sites. Encourage readers to post reviews UK & US separately. Ethics of phantom reviewing. Operating under an avatar. Joining discussion groups. Eg children’s book forum on Amazon.
  14. 14.  Aim: to connect with readers, join book group discussions and encourage book reviews. Challenges: Goodreads won’t allow you to join under a pen name. Setting up a Goodreads account Reader Page. Setting up an Author page eg Fiona Veitch Smith on Goodreads.
  15. 15. Getting off the shelf Building a friend base. Linking to FB and Twitter. Keeping your reading bookshelf up to date Uploading and ‘associating’ your books Hosting book giveaways and competitions Joining discussion groups ‘How to’ at links on previous page.
  16. 16. Other communities Linked In Yahoo groups Indie communities eg Inked In
  17. 17. Managing your network Tailoring ‘personas’ to communities. Pros and cons of avatars. Managing time. Streamlining the avalanche of email notifications. Refining your strategy. Which networks are working? Which not? Why? Culling networks. Culling ‘friends’. Linking networks – eg blog on Goodreads; tweets on Linked In; Twitter on FB etc.
  18. 18. Ethics of online networking Keeping balance between business and personal ‘Using’ people Evangelism Always talking shop Gate crashing ‘parties’ Spam Adding to mailing lists without permission. Remember you’re representing the King!