Facebook Advertising: Is It Worthwhile for Writers?

October 27, 2012
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delicious, facebook, facebook fanpage, facebook promotion, google+, online presence for writers, reach generator, social media for writers, stumbleupon, tumblr, twitter

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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Putting Your Work Through the Mill: The Submissions Grinder

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As a follow-up to Sylvia’s guest post about Submitomancy, I asked David Steffen, who’s working on a similar project for a Duotrope replacement, to write about his Submissions Grinder. Here’s David:

The announcement in late 2012 that Duotrope was going paid caused a (relative) uproar in the writing community. The problem wasn’t that they wanted money. It was that requiring a subscription fee to use
the site drives away the most valuable asset the site has to offer–submission data. Everything else that Duotrope had to offer could be found somewhere else, but their submission tracker combined with market listings and statistics aggregation offered a tool for writers. Even for those people who are willing to pay $50, they are now paying $50 for what even Duotrope estimates will be perhaps 15% of their prior user base.

Anthony Sullivan and I have created a replacement, called the Submission Grinder (http://thegrinder.diabolicalplots.com/), with the intent of milling your submissions into something useful… Because we’re hosting this new project as a subodmain of our zine Diabolical Plots (http://www.diabolicalplots.com/) we wanted the name to sound like something the mad scientist of our site art would invent and use.

We are starting out with the promise that we will never charge a compulsory fee for subscription. We think that’s the primary way where Duotrope has gone wrong, in driving away the data. We may open for donations at some point, and may run some kind of Kickstarter campaign. But rather than ask the world to donate to us for a theoretical product, we would rather provide a concrete product that people can use, soon enough after January 1st to allow a decent handoff, and then ask for donations from people who like what we have provided at a later time.

Phase One of our project is complete, in which the goal was to create something that could replace Duotrope’s functionality as close to January 1st as possible. And we’re there, with market listings, a submissions tracker, and compiled statistics. The site is in beta right now as we resolve some issues, but it gets better every day and there is daily development work being done on it. We are the first site aiming at the Duotrope userbase to become available for use.

The next phase involves adding new features that Duotrope has never provided, including new statistics based on only your own works, visualization of submissions data (rather than only numbers), and more!

Do you want to help? Here are ways that you can help right now.

Register on the site.
Did you get an export file from Duotrope? Import that into your account. You can pick up right where you left off and it gives more data to provide more robust statistics, as well as giving us new blank market listings for the markets you’ve submitted to (which we will fill in as time goes on).
Suggest new market listings.
Submit bug reports, and suggestions for new features/enhancements. We’re writers too, and anything that you suggest that would be useful (or at least something that appeals to statistics-lovers even if not
strictly useful) will get us excited. The comment thread at this link would be a good place: http://www.diabolicalplots.com/?p=3176
Help us spread the word. The more the merrier. The more writers import and track their data, the more useful the statistics will be, the more useful the site as a whole will be, the more users will come. Blog posts, Facebook, Twitter, Reddit, Stumbleupon, posts on writing forums, emails to writer friends, sky writing, bathroom graffiti, any other way that you can think to share this link with the world.

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Creating an Online Presence for Your Group: Some Basic Steps

January 2, 2013

Trying to set up an online presence for your group or organization? Here’s some basics to think about.

One: Include a blog on your website that has new content on a regular basis.

This first step is key to a better social media presence, because it influences your search engine rankings. Better search engine rankings draw more traffic to your site, as do good keywords, and if your blog features information about the group, it’s pretty much guaranteed to have the appropriate keywords.

Establish realistic criteria for “regular”: daily? weekly? biweekly? What can you actually expect to do?

Figure out how you will generate such content. Some suggestions:

Group member announcements, interviews, and guest posts.
Group events and news.
Posts drawing on other social media, such as announcements of new videos on the Youtube channel (see point 4) or Pinterest boards (see point 5).
Calls for volunteer positions and interviews with volunteers.
Yearly best-of lists or review columns.

This blog should drive the group’s presence on social networks. Posts should automatically propagate to other networks, thereby relieving the pressure for someone to be managing and posting to individual streams, such as Facebook and Twitter, as well as presenting a more unified and consistent approach.

Two: Keep your Facebook policy simple and free.

Social networks rise and fall, but currently Facebook’s attempts to monetize itself by making you pay for messages or pay extra to reach people is making it less useful to those of us who want the most bang for the buck. Simply put, recent changes make is so not everyone who’s liked your page or followed you is seeing your posts.

Basically all you need is a public Facebook fan page to which blog posts (generated in point 1) are automatically posted and which people can “like” in order to receive news of the organization via that social network. Here’s a sample of my writerly FB fan page and one I did for a recent book. (Feel free to “like” them!)

Three: Use Google+.

As Facebook’s popularity falls, Google+’s is rising, particularly internationally. There’s space to be innovative here. Set up an open community. Certainly blog posts should get propagated to here, but make the most of Google+ technology and encourage people to use Hangouts, share documents, etc.

Four: Use Youtube.

Users like more than just text, and video is one way to get more interest, if your group is one likely to generate videos of events, gatherings, speeches, etc. Each time a video is put up, there should be a blog post with a link and brief description, thereby generating blog content.

Five: Use Pinterest.

Use Pinterest as a way to access content visually while building brand name. For example, I recently put together a board that features all the posts in a particular year’s of Aqueduct Press’s reading list series.

Six: Make it easy for your group members to connect.

Make social media information, such as Twitter or Facebook handles, available to users. Provide directories of alumni on the various networks. For example, someone joining Twitter might find a list of all group members currently on Twitter useful. Here’s my list of Codex members on Twitter.

Seven: Make it easy for your group members to create community.

Provide a way people can upload announcements to the blog for a moderator to check and post on a daily or weekly basis. Encourage people to reply to each other’s posts and pass them along on social networks by noticing and rewarding community efforts as well as by leading by example and being an active and responsive community member.

Eight: You don’t need forums or mailings.

Creating a log-in for a forum or subscribing to a newsletter is one way for people to reach you, but social media has the advantage of reaching out to new as well as established community members. It’s as easy — in some cases easier — for someone to check your group’s Facebook page as it is to log into a forum. Physical mailings are costly; e-mail lists need to be maintained.

Nine: Use the community.

Your members include people who are invested in the organization and are also social influencers. The organization should be making the most of this. Here’s some possible ways to do so.

Create social media posts that include calls to action, asking people to pass along information.
Generate guest posts for the blog from the community by calling for volunteers to write them.
Generate Youtube videos and Pinterest boards via the community by issuing calls to collect images or videos for a specific event or contest.

Ten: No matter what, have a succinct and coherent plan.

Figure out what the social media mission is (perhaps increase membership and establish brand). Establish (again, realistic is important) criteria for success in the various social media, such as number of website hits via Facebook each month, number of Twitter followers, etc. Check the success rate on at least yearly basis, perhaps better every six months or even three, given how fast social media can change.

Give things a unified feel. The background on the group’s Twitter page should be the same one used on Facebook or on the blog. Use the same font where possible.

Have someone who’s in charge of all this, rather than trying to do it by committee. Having someone oversee things makes sure that gaps don’t get missed.
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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.

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Facebook Advertising: Is It Worthwhile for Writers?

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