In the last few years, the social media strategy of book publicity and marketing campaigns has exponentially grown and changed–just like the ever-changing algorithms of these social platforms! (We’re looking at you, Facebook and Instagram!)
At P&C, our PR campaigns include media outreach to book reviewers on Instagram, TikTok, and YouTube for coverage opportunities including everything from a book cover post and detailed reviews to giveaways and live author interviews. On the digital marketing side, we manage creative ad campaigns that run on the author’s most active and engaged social media profiles, whether that’s Facebook, Instagram, LinkedIn, Pinterest, TikTok, etc.
Readers are highly active on social media, constantly sharing their latest reviews as well as what’s next on their to-be-read list. To start the buzz about your book in these communities, here are three questions to ask yourself as you evaluate your current digital presence.
Which platforms do you want to use?
Think quality over quantity here! It is much better to use one platform very well (be consistent, active, and engaged with your audience!) rather than try to use all of them in a poor and inconsistent manner.
Do you have your social media pages set up, activated, and built out?
Will you be using your personal or professional accounts (if you have both or if you want to maintain some privacy)? Are your accounts linked on your website? Do you have consistent handles or profile names across your different accounts? Do you have a good photo or logo as your profile picture? Are your bios well-written and consistent? This is an extension of your brand, so you want it all to be cohesive.
What’s your brand voice?
What tone should your social media posts have? Are you following like-minded accounts? This is key for understanding your own online presence. Next, you’ll want to engage with similar accounts to be active in these specific digital communities while also observing what content you like and don’t like. You’ll get ideas for your own content as you look at what others are doing.