Strategizing

 

Terry here with this week's question: What’s your social media strategy? Do you try to promote a brand or a reputation? 

There used to be something called "platform." These days it's called your "brand." Which makes me think of cattle.

And "brand new." And "What brand of toothpaste do you use?" 

 Alas, if you're reading this for advice, you can stop here. In truth, I have no social media strategy. I can't think of my books in terms of "brand." When I try to do self-promotion on Facebook or X, I get all shy and tongue-tied. In person, I know I'm congenial and able to be myself. For some reason, on the social media page, I freeze. If I'm talking about politics or sports or my pets, or my pet peeves, I have no trouble spouting out whatever comes to mind and feeling relaxed about it. But if I'm talking about my books--the beloved fruits of my toil--I become stilted. 

 I envy those authors on social media who seem to have a light touch that somehow draws you into their orbit and makes you want to buy their books. I think of Meg Gardiner, Hank Phillipi Ryan, Rhys Bowen, Joe Clifford, Matt Coyle, Art Taylor...to name a very few. Each of them has their own style that sets them apart. From perky to gloomy, to stylish to avuncular, they seem to be able to breeze in and out of social media, even when touting their books. 

 When I have a new book out or a good review, I dutifully put it onto the Facebook or X page. Somehow when Cara Black says, "I'm so excited about my new..." it sounds like she really means it. But when I say I'm excited, it feels phony. Am I really excited? Or am I just going through the motions of pretending to be excited? I sometimes think about hiring someone to do my social media presence, but I always think I should be able to be authentic for myself. But what is authentic? To promote my Samuel Craddock books should I start a page about cattle? Or barbecue? Or older lawmen? To promote Jessie Madison, should I start posting about diving? Or going to exotic places?

I don't even know where to begin trying to wrestle social media into submission. I've read books on the subject, attended talks and panels, and tried to stay open to the idea of making my social media "work" for me. But so far, it continues to always feel awkward, like I'm trying to sell Tupperware to my friends. Maybe that's where I'm going wrong--thinking that everybody on social media is my friend. But then again...that's exactly what I think.