What Consistency in Social Media Marketing Really Means

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“Don’t build links, build relationships.” -Rand Fishkin

Consistency. It’s the $65,000 word when it comes to social media marketing. Readers/fans anticipate that once they start hearing from you, they will keep hearing from you. And it’s your job to continue to deliver.

At a recent book marketing lunch, several authors bemoaned the necessity for social media marketing. They had tried it; it didn’t work. They would rather invest their time in actually writing instead. Getting into the discussion further however proved why the authors had such dismal results.

Boring consistency

Yes, it’s necessary to be consistent when interacting with readers/fans on social media, but consistency doesn’t mean the same ol’ same ol’ all the time. When poked, the authors admitted they shared the same thing every day, never fail. A blog post shared every day, a promotional item after that, a picture about their lunch or a place they visited followed that…rinse and repeat and repeat and repeat.

I got bored just listening to their social media marketing. Consistency isn’t about the same schedule held daily. It isn’t about the exact same post shared regularly. It’s about interaction. A good social media marketing campaign has variety. There are sometimes weeks where I don’t share a single blog post or a note about my books. There are some weeks where all I share are Star Trek memes and pictures of my animals. Sometimes I share them on the same schedule I usually do, and other times I decrease frequency. What is important is that I don’t disappear; I still have a presence. On top of that, I make sure to interact with others, participate.

Consistency in social media marketing isn’t just about what an author puts out in the world, it’s more about how well they play with others. That includes dialogue and discussion, sharing.

Patience is a virtue

The next item discovered at the book marketing lunch was how quickly authors abandoned their social media marketing. One author shared that she consistently posted to social media for 3 whole months before she called it quits. Another mentioned how he tried it for about two months and saw zero results so he quit.

A common misperception with social media marketing is that it is either quick or easy. It is neither. A good social media marketing campaign requires a minimum of 6 months of careful planning and study, adjustments and interactions to be successful. Even 6 months would be expectant. The fact is, social media marketing can take a while to bear any fruit, and then it may not be what most authors expect.

Another man’s treasure

Social media marketing isn’t about sales. That’s right, you heard me – it isn’t about sales. It isn’t even about followers or clicks. Although followers and clicks are helpful – but not in the way you might think. Followers interact with you; clicks mean you’re offering those followers valuable information. Basically, it’s about the relationship you build with others. It’s making friends. Friends aren’t sales. They can equal sales, but that’s not the real reason for it. And if it is the reason you’re doing it, well then you aren’t being very genuine anyway.

After a little more discussion, the importance of social media marketing seemed to become apparent to, at least, a few members of the group who previously wanted nothing more to do with it. With a little added guidance, many have started reconsidering their social media campaigns. A few have even started small in re-engaging with people through SM. What’s most promising is seeing the inconsistent consistency they’re posting with and starting to see some results from…I mean, who wouldn’t thought?

 

A woman with red hair styled into a sleeked back pompadour. She sits, leaning her face on her left hand near the temple. She is wearing a silver, antique choker chain with an antique locked of Celtic design. She has on a black and white Houndstooth vest. There is bright sunlight streaming in through a glass door behind her. She smiles faintly, and has green eyes.BC Brown is the author of three novels and has participated in multiple short story anthologies. Having committed almost every ‘bad deed’ in the book of ‘How to Be An Author’, she now strives to educate others through humor and simple instruction.

Books: A Touch of Darkness ◘ A Touch of Madness ◘ Sister Light (out of print)
Anthologies: Fracas: A Collection of Short Friction ◘ Quixotic: Not Everyday Love Stories ◘ A Chimerical World: Tales of the Seelie Court

Coming Soon: Karaoke Jane

 

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