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Marketing tip: Follow the 80/20 rule in social media

Posted by Maria Murnane | February 16, 2016

One of the questions that authors often ask me is: “What should I blog/tweet about?” The answer depends on a lot of factors, but the most important is the subject matter of your book. While of course you want to promote your work, if that’s all you do, it’s going to be hard to attract – and keep – followers. Who wants to read endless tweets that constantly shout “Buy my book!”(Am I right?)

Use social media to provide useful information in addition to news about your book(s)

I recommend providing useful information that’s related to the subject matter of your book. For example, if your book is about financial planning, you can share links to interesting articles about financial planning, offer advice about taxes, provide tips for budgeting, etc. If your book is fiction, perhaps tweet or blog about something related to the content, e.g., a specific location, a period of time, a recipe, etc. The key is to provide content that your followers will find useful so they will keep coming back – and perhaps even pass along your content to their own followers/friends.

The 80/20 rule usually refers to a situation in which 80 percent of the effects will result from 20 percent of the causes. (For example, it’s a rule of thumb in business that 80 percent of a company’s sales typically comes from 20 percent of its clients.) In social media, however, it means that 80 percent of the content you share should be informative and 20 percent should be promotional. That way you’re able to keep your followers engaged and informed without them feeling constantly bombarded with pitches. If they appreciate all the great content you regularly provide them for free, they’re more likely to want to read your book because they will view you as a source of good information. Plus, they may just want to say thank you.

-Maria

 

This blog post originally appeared on CreateSpace.com. Reprinted with permission. © 2016 CreateSpace, a DBA of On-Demand Publishing, LLC. All rights reserved.

 

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