Most authors know that social networking is an important component of creating awareness about their book. Since our area of focus at Smith Publicity is garnering traditional media placements for clients (newspaper, magazines, radio, online, and television coverage), many people ask how our efforts can benefit their social networking efforts.
Below are several tips on how to use your traditional media placements to create a social networking buzz. By following these tips, you’ll not only maximize the value of your traditional media exposure, but also simultaneously populate your social networking sites and build your online following.
1. Radio and Television Interviews: Once you’ve confirmed a radio or television interview, it’s time to turn to Facebook and Twitter. By notifying your friends and followers of your upcoming broadcast interview, you’ll create hype and encourage people to tune in and listen or watch. Once your interview is broadcasted, upload the video or MP3 or include the link to the show’s archive so those who missed it can listen or watch. Your followers can also share it with their friends, peers, family members, etc. who might not be your friend or follower.
In the market(s) where your broadcast interview is slated to air, you can research organizations, small groups, and associations whose focus pertains to the content of your book or your message and follow them on Twitter or friend them on Facebook. Personalize a direct message to the appropriate contact to inform him/her that your interview may be of interest to the group members. Include your contact information and let them know that people can contact you directly for more information or with any questions.
2. Print reviews, feature articles, book listings, etc.: It’s not as easy to notify people of your forthcoming print coverage as timelines get pushed back and sometimes articles run unbeknownst to the author. However, if you have a solid confirmation for a print run, spread the word on Twitter and Facebook just as you would for a forthcoming broadcast interview. For all print runs, once you’ve secured the placement and obtained a copy for your records, scan the article/review/mention/commentary and upload it to your social networking sites for followers to review. If the article ran simultaneously on the print outlet’s online component, you can simply include the link to the article instead.
3. Online articles, reviews, book listings, etc.: Whenever it’s an online article/review/mention/commentary run, post the link to your Twitter and Facebook page. On Facebook, you might consider starting a discussion regarding the article in which you or your book is included if it has relevance to ongoing news or a social trend. The easier you make it for your followers to get involved, the more interaction you’ll spark!
4. Byline articles: If you have byline articles in circulation online or in print, be sure to post them to your LinkedIn account. You should also research special interest groups on various networking sites who should have interest in the topic of your article, and introduce it to their forums. Keep in mind that just as with traditional media, you don’t want to be promotional when notifying networkers about your article. Instead, offer it as an informative and educational piece.
5. Connect with the media contacts who solidified your exposure: Your social networking sites are a great way to connect with media contacts who assisted you in spreading the word about your book or message. Find them (or their media outlet) on Facebook/Twitter/LinkedIn and connect. Thank the radio or television host for having you on his/her program; show your appreciation for the editor who pushed for your book review. By connecting with media through social networks, you’ll not only be able to keep track of forthcoming opportunities, you’ll start to solidify your own personal media contact list.
And a bonus general book publicity and social networking tip…
Build awareness about your upcoming book signing, speaking engagement, or author presentation: It’s all about building hype! Once you’ve confirmed a book event, start notifying your followers and friends about the details to encourage attendance. Let them know how it will benefit them – Will you be giving away copies of your book? Sharing an important message? Hosting a local celebrity? You might consider offering incentive to followers/friends who bring the most attendees with them – a free autographed copy of the book or a 20 minute consulting session.
Corinne Liccketto is the Sales & Marketing Manager at Smith Publicity, Inc. Beginning in 1997, Smith Publicity is one of the world’s leading promotional firms, specializing in book publicity. Fueled by a passion for making good things happen for clients, the company has worked with over 900 individuals and companies–from authors and entrepreneurs to publicly-held companies and businesses representing a wide range of industries. The Smith Publicity reach is international with offices in New Jersey, New York City, Los Angeles, and London. For more information about Smith Publicity, Inc., please visit www.smithpublicity.com.
