Why Authors Shouldn't Promote Books on Social Media

Yes, you read that title right. I said authors shouldn't promote books on social media.

For those who are aiming their latest title square at my head or about to point out that I have my own book covers posted on this blog, let me explain what I mean.

How many unassuming authors have tried joining (or returning to) a social network lately? Quite the experience. Let's take the example of Goodreads, the social media forum where hoards of readers gather. In a place where rabid book fans are clustered, one might think authors would be treated like rock stars--or at least equals. Right?

Not so much.

Get an author account on Goodreads and you'll quickly find yourself buried under special rules, warnings, and exclusions. Groups have lengthy, highly restrictive guidelines prohibiting author promotion. Some don't allow authors to contact other members privately. And if you do click open that private message box, Goodreads itself posts a warning at the top advising authors to review their guidelines for "best practices in writing" to other members.

Seriously, "writers" need a special rules FAQ for how to write a message?

Am I bashing Goodreads for harrassing poor, innocent authors? No way. They were practically bludgeoned into it, and they're hardly alone. Authors are fast becoming social pariah on social media, and it's important that we understand why. 

Why is there an increasingly hostile climate toward authors on social media?

One word: PROMO. Too much, too often, too in-your-face. Here's a glimpse at how some users view their experience with book promo on social media: 

"The worst authors to follow are those who automate links to their Amazon page twenty-four/seven. I mean, come on, if you're a 'writer,' shouldn't you be a little bit more creative than that?"

"I'm reminded of visiting Hong Kong, (where) one was constantly accosted on the street by Indian men waving knock off handbags in your face as they yelled 'Madam, handbag, Madam'."

Ouch.

If you walk into a bookstore, do you want a salesman following you everywhere, waving books in your face shouting, "Buy this! Buy this!"? I would leave in disgust and probably never return. So Goodreads has, in effect, created a climate where readers can relax and browse without the hard sell. And other social networks have rules designed to do the exact same thing.

I've had readers admit they have unfollowed, unfriended, or refused to buy an author's books because of interactions on networks. When I ask folks about book promotion on social media, I get comments like these:

"With a constant barrage of direct links to everyone and their mother's book, readers get tuned out pretty quick..."

"If an author follows me or sends a request, the first thing I do is look at their feed. If they have a lot of promo and not enough value, I don't bother."

So what's an author to do when there are books to move? A clue lies in the quote just above.

Bring value to your readers, not hype

Take a look at your social media streams. Is the majority promo? Links to reviews, where to buy your book, pats on the back for writing achievements, your new cover, release announcements, the latest contract signing, etc.? This is not a public service to your following. It is advertising. Advertising is spam, especially when dosed out in large quantities. And on certain networks, promoting on a personal account can get you suspended.

"Authors who are getting it right are the ones who offer something of value to their audience...Your followers are actual human beings."

"Social media has really altered the reader/writer relationship, sometimes for the better, but sometimes for the worse."

"Authors (should) not take their virtual megaphone and blast their 'buy' pages on an hourly basis. Authors (should) create a relationship with their audience."

What is value and relationship? Two-way interaction. Content. Offer interesting tidbits that have no hidden agenda to sell your book. Share links to other people's posts or photos/pages of interest. Be yourself and be someone people want to shake hands with, not shield themselves from.

Sell yourself, not your book

This comment from a fellow author sums it up best:

"You are the Brand. Sell yourself, not your latest book."

Social media is a great way to do just that. Rather than treat these networks as places to blast the trumpet about your awesome book, look at them as a perfect opportunity to get in the trenches and simply talk to people. There aren't many more convenient ways to develop an author/reader relationship than right from the comfort of your office chair.

But does this work? Here's a quote from an author with nearly 34,000 followers:

"...(I) make them laugh, repost other interesting tweets, promote OTHERS and not just me... I average about 75 new followers a day without trying."

And these:

"I've sold many more books by engaging in a conversation with someone and just being me than (by) adding links on a constant basis. I promote other authors I like and respect, and if they like and respect me they do the same."

"Personal interaction is the best way to get the word out there... the key is to have solid followers who you interact with...and want to spend their hard-earned money on you. You, not the book you keep haphazardly spamming everyone about."

So should you EVER mention your books? Of course. But far too many people promoting their products on the internet believe the key word in social networking is "networking" when in fact the real focus should be on "social". 

"I have no problem with authors who post their links or talk about their books, as long as they interact with people, add something to conversations around them...and just have a personality besides pushing their books."

Next time you hop onto a social network, don't sell your book! Be social, be interesting, be you. Talk to people about what they are interested in aside from your book and they will likely be far happier to hear that you have one.

What do you think? Should authors promote books on social media?

Credits: Special thanks to Armand Rosamilia, Jaden Wilkes, Christa Wojciechowski and the anonymous contributors who offered their thoughts for this article. Please visit their links!

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J. Rose Allister is the author of more than twenty-five books, primarily romance and erotic romance. A former editor, submissions director, and internet author promoter, she currently works as a mild-mannered hospital secretary by day, naughty writer by night. Connect with her on Twitter or Goodreads. She loves talking to people!