Facebook is King of Social Media Marketing

Facebook is King of Social Media Marketing

I just read the Social Media Examiner’s 2017 Social Media Report and from their research, hands down, Facebook is the marketer’s #1 social media outlet. Usage has gone up considerably in the last few years, but here’s the thing. While usage has gone up, belief in it’s effectiveness has gone down. Way down.

So why the discrepancy?

I think there are two reasons:

One, you can’t correlate sales and ad buys. Unless you have a “Shop Now” button on your page, you simply won’t know why people decide to buy your books. I do know authors who see a considerable jump in sales after a large ad buy. But even with the “Shop Now” button, what you’ll really know is when and how many. Over time, a correlation may be found between ad buys and sales, but the current state of Facebook doesn’t help us truly figure it out.

Two, no one understands Facebook. Truly. Why does one post get likes and shares and not another of the same vein. Why do some political posts grab a reaction and some don’t? Why do Sally’s puppies make a splash but John’s don’t? This is about human nature, which is inherently unreliable and unpredictable.

What does this mean for book marketers? Because there is a difference between “ad agency” guy and publicist. I know some book marketers who have stopped buying Facebook ads altogether and rely on the author’s followers and their followers, like a pyramid scheme, to spread the word. And they use other online marketing methods in conjunction.

My take is that Facebook ads help spread the word about your page and what you’re selling. They also help you grow a followership. But your community is what keeps them around. What are you posting to Facebook? People go to the social media network to find entertainment and news. It is not a built in shopping environment the way Amazon is.

For any author, the idea is that readers get to know you and feel exclusive in their interactions with you. People, in this case readers, want to feel a part of something cool. If you create that in a Facebook Group or on your Author Page, I believe you’ll find good results. I am not discounting ads, but unless you have McDonald’s $52B ad budget, I’d probably stick to buying them at opportune times:

  • New Book Out
  • Author Event
  • Free Give-Aways
  • Important Dates
    • Birthdays
      • Yours or Your characters
      • An important member of the team
    • Anniversaries
      • Your first day of writing or attending your first conference
      • Your books
    • St Paddy’s Day
      • Because who doesn’t love Lephrecauns
      • Pick your favorite holiday and do a give away then

Stick Around! We’ll talk about setting up Facebook Group Experiences and Amazon ads in later posts.

 

 

Would love to hear from you!

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