Facebook Advertising: Is It Worthwhile for Writers?

As you may know, the effectiveness of Facebook as a social media platform has recently changed for those of us who don’t usually pay for it but maintain a social media presence in order to publicize ourselves.

Many of Facebook’s changes affect fanpages. Think of a fanpage as a tiny website hosted by Facebook. Companies could create one in order to have a presence on Facebook, and their fans could go click “Like” on the page. You have one in the form of your author page. Here’s mine, for example.

The model for interacting with fans has been to post messages, which appear in your fans’ newsfeed. They respond by commenting and liking and hopefully by clicking on links in order to go buy your book or listen to your podcast or read the interview or blog post or whatever.

It’s hard to find a good overview of what’s happened, but it boils down to several things:

There are indications that Facebook has changed the algorithm by which EdgeRank determines what posts show up in users’ newsfeed.
Items show up in the newsfeeds of users who are mostly likely to comment or otherwise interact with them. Some feel that destroys the value of a fan page by as much as half.
Facebook’s changes are intended to increase their revenue by forcing advertisers to promote posts.

Getting advertisers used to Facebook branding and then starting to charge them may have been Facebook’s plan all along.
People using Facebook will need to adjust to the changes in one way or another.
Facebook wants people using the Reach Generator tool or paying to promote posts.

So I wanted to test out the changes for myself. Like most writers, I use social media to sell books but also to brand myself, spread news of upcoming events, etc. I also teach online classes, so I try to sell those as well. I had just announced a couple of new ones, so I figured I’d use that post for the test.

After I’d posted something, I clicked on “Promote this Post” to see what was involved, and saw it’d be $7 to promote. Wotthehell, as Mehitabel would say, and look, they even took Paypal.

One reason I’ve been a little dubious about all this is that in August I tried advertising on various social media (Facebook and Twitter) and search engines (Bing and Google) as well as on Hope Clark’s newsletter. I did see a lot more traffic on my site, but I don’t know how much of that translated into sales of books or classes. Overall, the newsletter, which was the cheapest, was also the most effective.

And, not to my surprise, here again it didn’t make much, if any difference, even though when I looked at Facebook’s results for my promoted post, I’m told, “Promoted posts stay higher in news feed to help people notice them. So far, your post has had 113.8x as many views because you promoted it.” That translated into a total of five visits clicking through the Facebook link yesterday. Five.

And that’s my point. Like most writers, my Facebook fan page just isn’t big enough for me to worry about this much. I’ll keep maintaining my Facebook presence, but I won’t spend money on advertising there but find most effective places. I’ll also make sure I don’t confine my social media activity to Facebook but use Delicious, Google+, Stumbleupon, Twitter, and Tumblr as well.

My advice for writers is not to waste money on social media advertising but to work on their blog and attracting readers through good content.

Enjoy this advice on social media for writers and want more content like it? Check out the classes Cat gives via the Rambo Academy for Wayward Writers, which offers both on-demand and live online writing classes for fantasy and science fiction writers from Cat and other authors, including Ann Leckie, Seanan McGuire, Fran Wilde and other talents! All classes include three free slots.

Prefer to opt for weekly interaction, advice, opportunities to ask questions, and access to the Chez Rambo Discord community and critique group? Check out Cat’s Patreon. Or sample her writing here.

One Response

Madison Woods says:

October 27, 2012 at 1:29 pm

Thanks for the explanation of what’s happened. I’ve seen a few posts about it, but none went into any sort of details. I’ll continue to use Facebook to connect with readers and other writers, but most of my effort goes to my blog. Attracting readers to my blog has been an issue, but I’ve decided that the very best visitors would arrive there via a bio on my short stories, so the focus is now on getting those short stories out there and published. Maybe by the time my novel is ready, I’ll actually have a few fans 🙂

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Old paper notes. — Going through my filing cabinet has yielded plenty of detritus from the past: notes from Armageddon staff meetings, my transcripts from Hopkins, countless Christmas cards, and a decade's worth of old credit card receipts and checks to lit magazines for sample copies.

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Stress levels are high but manageable. I find myself talking to the cats during the day, and worrying about them, despite the fact that I know both will be in excellent hands while we’re traveling. I am afraid that Raven will die while I’m gone, and I won’t be with him and that will break my heart. At the same time, I can feel an exhilaration creeping up as some stuff falls away, and right now there’s plenty of possibilities as we continue planning. Worldcon has become more optional — it ties us to Europe in August and we’re wondering if maybe there’s more pleasant ways to schedule that visit. Yesterday I was reading a book and ran across mention of the gardens at Menton, which hold the oldest living olive trees in the world. Now there’s a new push pin on the map, because I want to go commune with those trees.

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The Editing class is split into three sections. In this first session, we focused on developmental, or “big picture,” editing.

Some people are taking the class in order to edit their own stuff, others to edit for other folks, a couple for a combination of that. We talked about what a developmental edit is intended to do, and how it’s different from a copy-edit. In fact, you want to avoid copy-editing (other than a couple of cases which I’ll get to in a minute) because often that sentence you’re tinkering with will end up discarded or substantially revised in the final version.

Honing your editing ability to where you can trust it is one way to free yourself up when writing. Instead of listening to the internal editor telling you that sentence isn’t perfect or that you need to check that name on Wikipedia before using it, you can assure that editor it will get its chance during the revision process and go on writing.

Developing a process also helps you know when to stop rewriting. I work from the big picture stuff in, moving to small sentence level details in a second or third draft. Usually my process goes like this:

Bang out a first draft. It may have parenthetical directions like (expand on this) or (transition here) or (describe), but it is a complete story.
(Optional but encouraged) Let it sit for a week or two. This is where procrastination can really bite you in the ass.
Print out the draft and write all over it. This is my developmental edit, in which structures may get changes, sections moved (or eliminated), point of view or tense changed, etc. It’s also where all those parenthetical directions get fulfilled.
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I will probably do another read aloud pass after that’s entered into the computer, depending on how hard a deadline is pressing.

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Facebook Advertising: Is It Worthwhile for Writers?

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