Episode 14: Social Media for Authors - Building Your Platform & Connecting with Readers

INTRODUCTION

Today we're diving into the world of social media for authors. Whether you've just published your first book or you're a seasoned author with multiple titles, social media can be a powerful tool to connect with readers, build your author platform, and yes, sell more books.

But here's the thing—many authors struggle with social media. They either avoid it completely, post inconsistently, or focus on platforms that don't align with their readers. By the end of this episode, you'll have a clear roadmap for using social media effectively, without it taking over your life.

Let's get started!

Social Media as a Business Tool

When it comes to social media, it's important to remember that it's a tool—a tool that can help you meet your business goals. If your goal is to get your book in front of more readers, build your author platform, or establish yourself as an authority in your field, social media can help you with that.

But the key to sales on social media isn't just posting content—it's engagement. Consistent engagement.

Now, when I say consistent, I don't mean you have to be posting something every day or responding to everything that comes across your feed. That's simply not realistic for most authors, especially if you're juggling writing with other responsibilities.

What I mean is that you need to show up regularly and make meaningful connections. Think of social media like politicians shaking hands and kissing babies. You need to get out there, even if it's just once a week, and engage with people.

Simple Engagement Strategies

One of the simplest engagement strategies I use on Facebook is wishing people happy birthday. It takes me less than two minutes each morning to look at whose birthdays are today and send them a quick message. It's simple but effective—people appreciate being remembered.

If you're in groups where your target readers hang out (and these are the groups you should be focusing on), make sure you're actively participating. Congratulate people when they're celebrating, offer support when they're struggling, and be genuinely interested in what they have to say.

Remember, social media is social—it's not just about broadcasting your message, it's about building relationships.

Which Platforms Should Authors Focus On?

I recommend that authors should be active on at least two social media platforms, in addition to having your Amazon Author Central page set up. But which platforms should you choose?

The answer depends on where your readers are. If you write young adult fiction, Instagram and TikTok might be your best bet. If you write business or professional development books, LinkedIn could be more valuable. Romance readers? Facebook groups and BookTok (TikTok's book community) might be your focus.

Rather than trying to be everywhere, choose the platforms where your ideal readers already spend time, and focus your energy there.

Amazon Author Central—The Most Underutilized Platform

Let's start with what might be the most overlooked platform for authors—your Amazon Author Central page. This is probably one of the most underutilized tools available to authors, and it's completely free.

When someone clicks on your name on an Amazon book listing, they're taken to your Author Central page, which displays your bio and all of your books. This is prime real estate for authors, yet many don't take the time to set it up properly.

If you published your book a year or more ago and haven't looked at your Author Central page since then, now is the time to revisit it. Make sure your bio is up-to-date, your profile picture is professional, and all your books are properly linked to your account.

Facebook Strategy for Authors

Next, let's talk about Facebook. As an author, you should have a business page separate from your personal profile. This business page should be focused on your author brand.

What should you post on your author page? Content related to your book's subject matter, behind-the-scenes glimpses of your writing process, book-related news, and yes, occasional promotions. But remember, it shouldn't be all "buy my book" messages—that's the fastest way to turn people off.

Try to post on your business page at least once a month, so it doesn't look abandoned. When you post something on your personal page, Facebook often gives you the option to share it on your business page as well—a simple way to keep content flowing.

Goodreads—The Social Platform Just for Readers

Another platform that many authors underutilize is Goodreads. This is a social network specifically for readers—people who love books and talking about them.

Goodreads offers an author program where you can claim your profile, list your books, and interact with readers. You can also do giveaways, join or create groups related to your genre, and participate in discussions.

This platform is especially valuable for fiction authors, but non-fiction writers can also find their audience here. Look for groups related to your book's topic, and become an active member. Don't just promote your book—provide value, answer questions, and establish yourself as a knowledgeable resource.

Twitter/X for Authors

If your audience is active on Twitter (now X), make sure your profile is optimized. Update your profile image and cover photo to reflect your author brand. Many authors use their book cover as their header image, especially around launch time.

In your bio, use relevant hashtags to help readers find you. Look at how other authors in your genre are using X, what hashtags they're using, and how they engage with their audience.

LinkedIn for Professional Authors

LinkedIn might not be the first platform you think of for book marketing, but if you write business, professional development, or certain types of non-fiction, it can be incredibly valuable.

Update your profile to include your books in the "Publications" section. Share content related to your expertise, and engage with others in your field.

LinkedIn has become more than just a job-seeking site—it's a platform for thought leadership, which makes it perfect for non-fiction authors looking to establish authority in their niche.

Instagram Strategy for Authors

Instagram is a visual platform, which makes it perfect for showcasing your book cover, sharing quotes from your book, or giving glimpses into your author life.

Your Instagram bio is crucial because it's the only place where you can include clickable links. Previously, you could only have one link, but now Instagram allows up to three. You could include a link to your latest book on Amazon (using a shortened URL), your website, and perhaps a link to join your mailing list.

Another option is to use a tool like LinkTree, which allows you to create a single link that leads to a page with multiple links. This is especially useful if you have several books, a newsletter, a website, and other resources you want to promote.

YouTube for Authors

If you have a YouTube channel, that's another platform to optimize. Update your channel art and links, and consider creating a book trailer to promote your latest release.

Video content is increasingly important, and tools like Canva make it easier than ever to create professional-looking videos without specialized skills or equipment.

Pinterest—Don't Underestimate It

Pinterest is often overlooked by authors, but it has a massive female audience and can drive significant traffic to your website or Amazon page.

Create boards related to your book's themes, pin images with quotes from your book, and if you blog, make sure to pin your blog posts. Pinterest is a search engine as much as a social platform, so it can help new readers discover your work long after you've posted the content.

TikTok and Emerging Platforms

Finally, consider platforms like TikTok, especially if you write for younger audiences. BookTok has become a powerful force in publishing, with books going viral and generating massive sales based on TikTok recommendations.

Even if you're hesitant about creating video content, there are simple ways to engage on TikTok—sharing short clips about books you love, responding to book-related trends, or giving quick writing tips.

Practical Implementation Tips

Now, let's talk about how to actually implement all of this without getting overwhelmed:

1.    Audit your current platforms: Before your next book launch (or starting today if you already have books published), audit all your social media profiles. Update your bios, profile pictures, and cover images to ensure they align with your author brand.

2.    Create a content calendar: Plan your content in advance, focusing on a mix of promotional posts, value-added content, and engagement opportunities. Even planning just one post per week per platform can make a huge difference.

3.    Batch your content creation: Set aside time once a month to create social media content in batches. This is much more efficient than trying to come up with posts on the fly.

4.    Use tools to streamline: Tools like Canva for graphics, HighLevel for scheduling, and LinkTree for organizing your links can save you significant time.

5.    Focus on engagement, not just posting: Set aside 10-15 minutes a few times a week specifically for engaging with others—commenting on posts, answering questions, and building genuine connections.

I hope you found these social media strategies for authors valuable and actionable.

Remember, you don't need to be everywhere or post every day to see results. Choose the platforms where your readers are, show up consistently (even if that's just once a week), and focus on building genuine connections rather than just promoting your book.