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Kristen Lamb

Author, Blogger, Social Media Jedi

Kristen Lamb — Photo

Posts Tagged: what is a platform

promotion, book ads, does advertising sell books, promotion and marketing for books
Image via Flickr Creative Commons courtesy of Ken.

Often, when I mention brand and platform, writers assume I am talking about promotion and marketing (ads). That is not only a false assumption, it can be a fatal one.

When we (regular people) hop onto Twitter, Pinterest, Instagram, Facebook or whatever social site, only to get barraged with book spam, a big reason it annoys us is because the author hasn’t taken time to build rapport, earn our trust, and gain permission to sell us stuff.

I kid you not, I signed in to LinkedIn for the first time in like a YEAR the other day and, in less than an hour, some author sends me PM with a link to buy his book. No introduction or hello or liking my stuff or asking if I had pets…

HERE! BUY MY BOOK!

….sure. Right on that. Nice to meet you, too.

*grumbles* *now remembers why I hated LinkedIn*

When approached this way, the promotion either becomes white noise (invisible), or worse, an irritation (negative branding). Writers trying to create a brand by serving up copious book promotion will create a brand all right.

The brand of self-serving @$$hat.

The sight of the author’s face or book might even be enough to spike our blood pressure. We are far more likely to block than buy.

Why? What went wrong?

For promotion to be effective, we have to understand what a brand actually IS.

If we don’t understand what a brand is, then promotion becomes an exercise in futility. Why? The most effective use of promotion—marketing, ads, contests, etc.—is to extend the reach, visibility of an already existing brand.

Sure, some companies will flood the market (prime the pump, so to speak) to launch a new product, service, business that no one knows about, but this is ridiculously expensive and extremely risky. It’s also being done less and less even by companies who have the cash to take this approach.

Brand is not what it used to be.

As Seth Godin said back when the entire concept of branding was being tipped on its head, ‘A brand used to be something else. It used to be a logo or a design or a wrapper. Today, that’s a shadow of the brand, something that might mark the brand’s existence. But just as it takes more than a hat to be a cowboy, it takes more than a designer prattling on about texture to make a brand.’

Even BIG companies these days are going to social media to create the stories, memories, interactions, sets of expectations, conversations and interactions that—taken as a whole—comprise a brand.

Once the brand is defined, the audience cultivated and a rapport established…THEN promotion and ads can be an asset.

Before all this prep work though?

Fuggetaboutit

The days of dropping tens of millions for promotion and ads are gone. It doesn’t work in our modern culture.

In fact, static marketing and traditional promotion had already begun declining in effectiveness with the rise of direct marketing (junk mail).

The barrier to entry for ‘marketing’ fell away with the invention of cheap laser printing.

This opened up advertising and promotion to companies that didn’t have a bazillion dollars to spend on promotion. Right after the inception of Web 2.0 (birth of social media), this decline in effectiveness compounded exponentially.

Even though experts like Seth Godin (and upcoming experts such as myself) wrote post after post discussing how the nature of brands had changed and promotion had to evolve as well, this didn’t stop the big boys from throwing their weight around.

Because if a crap-ton of expensive promotion had worked for a hundred years or more, why wouldn’t it keep working?

Um, because the world was (is) different. The audience had changed and promotion had to change in order to reach an audience that had long moved on.

Alas, it took losing $10 MILLION advertising on Facebook for GM to learn what they could have gotten off my blog for free. Ads without an established relationship (platform and brand) don’t work.

What’s in a Name?

promotion, Kristen Lamb, book promotion, book ads, does advertising sell books, social media platforms for writers
Image via Flickr Creative Commons courtesy of Pierre Lognoul

The formula for a brand is simple:

NAME + PRODUCT + EMOTIONAL EXPERIENCE

The last part is critical. In fact it might be the most critical.

Why do you think corporate empires pay so much for image consultants? Sure, Mylan once had a great reputation as a pharmaceutical company until they got greedy and decided to line their pockets at consumers’ expense.

A few years ago, if we heard the term ‘epi-pen,’ we might have experienced good emotions. Oh it is a life-saving drug. Helping kids with peanut allergies. My cousin had an epi-pen and it saved her life.

Nowadays? Different story. Once consumers found out the top execs had been giving themselves HUGE pay raises while hiking the cost of the only ‘known’ drug of its kind from $100 in 2007 to over $600 by 2017? Everything changed.

See, the company had a great product and had managed to create a rapport with consumers and build a relationship founded on trust. But then Mylan got greedy and took advantage of their consumers, which destroyed the relationship, obliterated trust and—in short—destroyed their brand.

No amount of promotion in the world can repair this. Why? Because this is an excellent example of the order of operations: product–> relationship (platform/audience) which leads to–>promotion–>sales.

I use this example to demonstrate that, while product is essential, brand is more than just the product. Promotion can’t take the place of building and maintaining a strong relationship.

This example is also to illustrate how important emotional experiences with a brand can be, that it has never been just the product.

It isn’t just about a book anymore.

Why Are Brands So Important?

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Most of us don’t have time to research each and every purchasing decision and thus, we as consumers, are prone to rely heavily on brands. Brands let us know what to expect.

When we buy Dolce & Gabbana shoes, we expect a certain quality. We go off the name and do far less inspecting and road-testing than we would for a designer/manufacturer we’d never heard of.

We are willing to order ahead of time and pay full price and even ridiculous prices for Louis Vuitton, Ralph Lauren, Prada, Versace, Harley Davidson, Porsche, Tesla, Apple products, John Deer, etc. So on and so forth.

But all of these companies (brands) did the same thing. They began with a solid product linked to a name that promised a unique experience. The name Harley Davidson would be just a name unless it came with a very distinctive type of motorcycle (LOUD).

But a name and a product alone are not enough.

What is a Platform?

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Image via Flickr Creative Commons courtesy of Alex Santosa.

Platform is tethered inextricably with brand. If brand is the product, then platform consists of those most likely to consume that product because they emotionally identify with the brand.

Trust me, Harley Davison is not worried about consumers who love Vespas. Sure, they are both motorized bikes, but they are selling to members of vastly demographics and also delivering very different experiences.

Authors are doing the same.

We know who Stephen King is because of his brand (which is a direct result of his products–stories). Because of his brand (tons of books, screenplays, short stories) we know if we are part of his platform or we aren’t.

If we are the type of reader who loves a riveting women’s fiction? King isn’t trying to court us. Why? We might know his brand, but we are not part of his platform.

Stephen King is not worried about Liane Moriarty and Liane Moriarty isn’t worried about Stephen King. Different products, different audiences.

In the old days, there was only one way to create a brand (and consequently a platform) and that was the books. Lots and lots of books (brand) cultivated a body of people who liked our writing/voice (platform). Today that is still a great plan.

With so much junk floating around, when readers find a writer they enjoy, they stick like glue.

promotion, social media promotion, Kristen Lamb, do book ads sell more books
Image via Flickr Creative Commons, courtesy of Craig Sunter

Consumers (code for readers) still do this. This is one of the main reasons that we need to keep writing. Stop promoting ONE book. ONE book is not enough to create a strong brand/platform.

Remember:

A brand is a collection of emotional experiences.

A platform is simply those who will enjoy that experience.

Modern writers hold the advantage here.

Before the digital age, it was practically impossible to create a brand outside of the books, because the book was the only source of emotional experiences with the author.

Readers rarely had contact with an author beyond the books. Book signings, maybe magazine or radio interviews gave only slight glimpses of the author beyond the book. Today, with social media? That is no longer the case.

Every blog, tweet, podcast, Instagram post, YouTube video, etc. collectively serve to create the overall brand.

Yet, I want to stop here because there are two HUGE problems I want to discuss.

Problem #1: Please, STOP WRITING

promotion, book promotion, Kristen Lamb, author platforms

One thing that’s really begun to stand out to me is that far too many writers are…writing. Bear with me. Writers, or authors, are storytellers. Great, you have 80,000 words. That doesn’t mean you have a story.

Writers don’t only write words. We create profoundly emotional experiences…and happen to use words to do this.

Yes, this section is a bit of a segue, but trust me. This small side trip is vital.

I cannot count how many editing samples I receive that are writing, but are NOT stories. This is a BIG DEAL. Authors are in the business of selling stories, not word count.

Let me illustrate, and bear with me. I am riffing this:

Example One (Writing):

Fifi woke up at six in the morning. She reached out her hand to turn off the alarm on her phone, then she pulled off her covers. Sitting up, she put her feet on the floor, stood and walked over to her closet to pick out what to wear today. She caught a glimpse of her auburn hair and peridot eyes in the closet mirror and chose a purple sweater with a gold scarf.

Turning, she walked over to the bathroom, turned the knob and opened the door. Reaching out her hand, she turned on the water, then turned to hang her clothes on the back of the door. Turning back, she stepped into the spray and used her new shampoo, the one that smelled of jasmine and periwinkles.

She washed her long hair twice, because the directions said so, and followed with a deep conditioning treatment because she needed the extra three minutes to go over all she had to do at her new job in customer service at MyNet today.

Example Two (Storytelling):

The ear-splitting blare of a foghorn dragged Fifi from Chris Evan’s embrace right as he was about to kiss her. She did everything she could to remain in the dream, the one where Captain America had somehow fallen madly in love with the newest customer service representative for MyNet, but it was no use. Fifi reached for Cap one final time, and a split second before she could plant one on him…Cap was crushed by an ocean-liner that fell from the sky.

She bolted up in bed, now wide awake and wondering if she was now scarred for life.

Poor Cap.

Cursing, she rifled through her duvet and through the piles of clothes on the floor. She had to find her phone and turn off that god-awful noise before she lost it. A fog horn? Why on earth had she chosen a fog horn?

Then that small, annoyingly responsible voice in her head reminded her how she’d slept through the Zen wind chimes, the less-Zen piano riffs and the birdsongs? Why had she even bothered? It was either the fog horn—turned up to max volume—or be fired two weeks into her new customer service job at MyNet.

Product MATTERS

Example One is writing. A lot of words and nothing happening. Were any of you hooked? TONS of stage direction.

Hint: We all know how the whole ‘door opening thing’ works. We don’t need a ‘writer’ to tell us she reached out her hand, turned the knob and opened the door. 

Sure, this is GREAT for making a daily word count that makes us feel all productive, but this is a section of words, NOT a sample of a story.

Stories are about people who have PROBLEMS. Plots are how the core problem (and all the smaller related problems) are solved. Stories are about beating the odds, overcoming adversity.

Our modern world is being BURIED in ‘books’ with more filler than a dollar menu burrito. We’ve got to do BETTER if we hope to stand apart.

Problem #2: Too Good to Mingle with the Masses

I cannot tell y’all how many ‘writers’ I encounter who do not want to do social media…at all. When I mention how vital a platform is, how we need some form of a grassroots movement of people vested in our success, they dismiss me with a knowing smile.

They explain how they already have budgeted for ads, marketing, and promotion. All of this, obviously, will be automated so they have time for ‘more important activities’ than authentically interacting people they want to buy their books…

*stabs self*

Here’s the problem with this line of thinking.

Let’s even assume the book is better than unicorn tears. This isn’t 2001. Ads are so ineffective the print medium has almost gone extinct. The reason ads are ineffective is for a number of reasons.

First, back before 1990, the barriers to entry were so cost-prohibitive only the major players got a voice (we’ve mentioned this). If you opened a magazine, it was pretty much the same brands—big ones with lots of money.

With web 1.0, one had to know how to write code or have the cash to hire someone who knew how to write code. Again, only brands with a lot of capital could even have a website. Only whales had the cash to pay some I.T. nerd to code an ad or code an on-line promotional campaign.

This, again, meant the players were limited.

Fast-forward to 2019. There are web design sites so easy my mother (who was once afraid she’d delete the internet) can build her own site for less than $100. We can use Canva and PicMonkey to make our own ads for free.

Everyone is on social media for free. Zillions of writers are published because there are no gatekeepers. With some free/cheap software and time?

Bada bing bada boom…published author.

This said. After NINE years of book spam, why is anyone still considering spamming people as a viable plan?

After NINE years of writers killing themselves in a race to the bottom (who can give away the most stuff for cheap or free), why is anyone considering solely relying on marketing, ads, promotion and automation?

When was the last time you bought a book from someone who filled your favorite Twitter hashtag with automated ads for their book? Name a book you bought from a person who, minutes after accepting a friend request, PMed you a link to buy their book. Or posted an ad on your page.

#NotRudeAtALL

Promotion: Skip Steps at Your Own Risk

I’ve been around since before Web 2.0 was born. I’ve grown this blog from three hundred visits a month to three million a month.

And I’m not saying I’m anything special. I really should have named my first book I Did All the Dumb Crap So You Don’t Have To. But, suffice to say, I’ve stuck it out long enough to reasonably claim to know a thing or ten.

When I started out, we’d entered an entirely new world of communication, one humans had never experienced…EVER.

There were no rules when it came to the Internet. But, as I learned over time, there were actually rules all along. Why? Who uses the Internet? HUMANS. Social media platforms come and go, trends change, gimmicks skyrocket and then crash…but people don’t change.

Humans still want a good story. They wanted it when Shakespeare was all the rage and they want it now. Humans don’t like people who only pop by to chat when they want something (money). They didn’t like that crap in 1919 and don’t like it in 2019.

Thus, if we get target fixation (learn ALL THE THINGS about promotion) we risk ignoring the factors that truly matter—quality of the book, establishing a platform, choosing the right place to find and cultivate OUR unique audience, etc.

Just because Instagram is all the rage right now does NOT mean it’s a good fit for you, your books, or your brand. Sure, it MIGHT be popular, but it doesn’t mean your potential audience hangs out there.

The prudent author takes time to learn about the various mediums, define their ideal audience, and then plan accordingly. This is how effective promotion has been done for decades.

It’s why fashion magazines and blogs don’t reach out to advertisers pushing synthetic motor oil, racing tires, or laser-guided saws (or vice versa)

Working Smarter NOT Harder

Once we realize promotion is only something we can do effectively AFTER a lot of other steps in this process, it’s easier to relax. We know what to do and in what order and what should take priority.

History and massive amounts of data have demonstrated time after time that ads and marketing (alone) don’t sell books. Never have and never will.

When we understand WHY (read this post) and fully appreciate that books are a wholly unique product that requires a different approach than, say…organic dish soap, we can begin working more effectively.

If we appreciate the distinction between brand, platform, promotion, marketing, etc. then we work smarter, not harder and use resources wisely. Yes, feel free to do the ads and the marketing, just know that it isn’t a Golden Ticket.

If you’re curious about learning more on this topic, February 21st, I’m teaching Social Schizophrenia: Building a Brand Without Losing Your MIND. We’ll go over all the platforms, what each one does, how to use them, and how to determine which is the best fit for finding and growing your audience. Use the code #BlogLove for $15 off.

My goal has always been to help writers do what they love. Y’all can’t write for a living without that platform and a powerful brand that drives sales.

So let’s make a LOVE CONNECTION 😛

And for those who love the weird stuff, I’m teaching A Ripple in Time: Mastering Non-Linear Plotting this SATURDAY.

***All classes come with a free recording.

THANK YOU SO MUCH for your enthusiastic support! Y’all ROCK! I LOVE HEARING From YOU!

Comments, questions? Are you tired of being told you need to be on every social site all the time? Do you just want to get back to writing STORIES? Does the idea of promotion and ads make you hyperventilate?

What are your thoughts?

JANUARY’S AWESOMENESS (CLASSES)

Self-Publishing for Professionals

Taught by USA Today Best-Selling Author Cait Reynold’s on Friday, January 11th 7-10 PM EST PLUS EXTRA GOODIES ($100 for THREE hours of training plus bonus material). The LIVE class has passed, but the recording and bonus material is available with the BUNDLE.

The Business of Writing

Taught by Kristen Lamb on Saturday, February 2nd 1-3 PM EST ($55)

***GET ALL THREE (Self-Publishing for Professionals Jan. 11th, The Business of Writing Feb. 2nd & Pitch Perfect Feb. 7th) IN THE PUBLISHING TRIPLE THREAT BUNDLE for $155

Story Master: From Dream to Done

Taught by Kristen Lamb, Saturday, January 12th, 1-3 PM EST

Social Schizophrenia: Building a Brand Without Losing Your Mind 

Taught by Kristen Lamb, Thursday, February 21st, 7-9 PM EST ($55 General Admission/ $195 GOLD)

Yes, I will be teaching about Instagram in this class.

A Ripple in Time: Mastering Non-Linear Plotting

Taught by Kristen Lamb, Saturday, January 19th from 1-3 PM EST $55

Harnessing Our Writing Power: The BLOG!

Taught by Kristen Lamb, Thursday, January 24th 7-9 PM EST $55 General Admission/ $195 GOLD

Fiction ADDICTION: The Secret Ingredient to the Books Readers CRAVE

Taught by Kristen Lamb, Saturday, January 26th 1-3 PM EST $55

SALES: For Those Who’d Rather Be Stabbed in the Face

Taught by Kristen Lamb, Thursday, January 31st 7-9 PM EST $65

The Business of Writing

Taught by Kristen Lamb on Saturday, February 2nd 1-3 PM EST ($55)

Pitch Perfect: How to Write a Query Letter & Synopsis that SELLS

Taught by Kristen Lamb on Thursday, February 2nd, 7-9 PM EST ($55)

For those who need help building a platform and keeping it SIMPLE, pick up a copy of my latest social media/branding book Rise of the Machines—Human Authors in a Digital World on AMAZON, iBooks, or Nook

 

what is a platform, how do we build an author platform, Facebook privacy violations, Cambridge Analytica, social media censorship, Facebook facing congress, social media and privacy violations, branding tips

A platform offers major advantage when it comes to selling books. Before social media, non-fiction authors had an edge. These authors already had an existing audience by the time their books were ready for sale.

Novelists, conversely, found themselves relying on a lot of pure luck, prayer, and alignment of the stars. The fiction author had little to no control regarding the business side of their business. The only way to build a platform was to not completely FAIL with book one.

Great.

Non-fiction authors, however, were not nearly as vulnerable because they had ways to cultivate a following ahead of time. Those ways also permitted them to KEEP growing the platform even bigger as they continued to publish more works.

For instance, if one happened to be an expert of some sort, it was far easier to build an audience interested in your topic. Therapists, psychiatrists, physicians, personal trainers, business owners, etc. obviously could begin with their ‘job’ (I.e. a private practice). Then these experts progressively expanded their platforms in a logical fashion.

They might broaden to speaking engagements, guest appearances on television and/or radio, serve as ‘experts’, and maybe even fold in lectures and seminars. With every expansion, the NF author added more numbers to their ‘platform.’

What IS a Platform?

what is a platform, how do we build an author platform, Facebook privacy violations, Cambridge Analytica, social media censorship, Facebook facing congress, social media and privacy violations, branding tips

When we think of a platform for the NF author, it’s simple. Dr. Jane is an expert pediatric psychiatrist with a thriving practice. She graduated from Super Fancy School. Dr. Jane has successfully treated X amount of children for social anxiety for fifteen years. You may have even seen Dr. Jane on daytime television or listened to her on NPR. Dr. Jane knows what she’s doing because look at her c.v.!

If we have a kid whose shyness is to the point of a neurosis, we (audience) feel confident Dr. Jane might have an answer. We buy her book(s).

For the NF writer, the platform is far more cut and dry. The point is to be an expert people trust to answer a question or solve a problem. If I want to learn how to start a business, cook French cuisine, lose twenty pounds, or train my cat to stop terrorizing my bed skirts, I look for an expert. Right? Thus the NF platform, in a nutshell, is measured by how many people trust you for information and guidance.

Again, What IS a Platform?

what is a platform, how do we build an author platform, Facebook privacy violations, Cambridge Analytica, social media censorship, Facebook facing congress, social media and privacy violations, branding tips

Right now I know a lot of you are scratching your heads (or panicking). Um, Kristen, I write paranormal. Am I supposed to be an expert in summoning demons?

No. First, because all writers know more than they want to about demons. They live in Windows 10 and Printer Possession is unusually common.

It’s why we creatives all marry or partner with ‘engineer’ personalities who seem to be able to coax possessed printers into cooperation. I no longer even try. My printer just shouts profanities at me, then uses up all the green and yellow ink so I’m rendered unable to print something in BLACK.

Squirrel…

I’ve seen many ‘experts’ answer this question, ‘What is a platform?’…badly. They’ll claim the novelist needs to blog (I agree) and become an expert in a topic (NO!).

To the first point, novelists are entertainers. Stories are RIGHT BRAIN. It makes no sense to sell a right brain product with a left-brain tool.

Blogging about writing, doing book reviews, conducting interviews is a useless time-suck. Yes, I blog about writing and social media because my audience is mostly writers. I’ve spent a decade demystifying the blog for the writer who’s solely an entertainer.

For the author who’s a pure storyteller, the blog is merely the watering hole where you can craft content appealing to your ‘tribe.’

If I write fantasy, then blogging on all things nerdy is a good idea. What are people who read fantasy interested in? CosPlay, ComicCon, Dr. Who, Dungeons and Dragons, etc. Talk about the same stuff you would with your other fantasy ‘geek’ friends.

That’s it. The platform then simply becomes the number of people who recognize your name and attach descriptors and emotional experiences to it (also known as a brand, which we discussed last time). If brand is what people know, then platform is how many people know 😉 .

what is a platform, how do we build an author platform, Facebook privacy violations, Cambridge Analytica, social media censorship, Facebook facing congress, social media and privacy violations, branding tips

Story Solutions

If our brand is our story (narrative) then platform is simply how many people have heard, know about, and follow our stories. How many people connect to us enough that they’d be likely to buy our books? In a world where consumers are drowning in choices, they’re gravitating more and more to people they know, like and trust.

Our goal is to gather as many of them into our virtual community as possible—platform. This way, once we DO have a book(s) for sale, other people KNOW about us and are vested in us.

Otherwise, we’ll have to pay for enough ad space to break through the din and that, my friends, is NOT cheap (and doesn’t work that great anyway).

For authors, the blog affords the most bang for the buck. First, writers write. It plays to our strengths. It trains self-discipline, which is essential for success. Blogging regularly makes us leaner, meaner, faster and cleaner writers.

We can cultivate our fan base before our first book is even finished because we’re posting merely to start a dialogue, create community, and chat about something we (and our audience) enjoys. Visitors aren’t feeling all weird that we’re only interested in trying to score a sale.

If we DO have a book for sale? It’s off in the side-bar. Followers can look…or not.

I wrote a post What Went Wrong With the Star Wars Prequels? seven years ago. People are still commenting. I get it. I am an ‘expert’ but I am also a free-range nerd. The brand is me—KRISTEN LAMB—and so I have flexibility to talk about other stuff, too. Topics I find fun. Like Star Trek, Wonder Woman, and Atomic Blonde.

Trust me. Nerds? We all feel very passionately about imaginary universes.

And like to argue about them.

A lot.

Just watch.

Loki is hotter than Thor *throws grenade and runs*

Posts that talk about what we enjoy are incredibly fun to write. It also takes pressure off us to sell, sell, sell. Engage, then go back to writing books. Our blog can be a fun place where people can join in on ENJOYABLE debates, discharge pent up psychic energy and have a good time.

Kidding! Cap is hottest *runs with glitter*

Using Time Wisely

what is a platform, how do we build an author platform, Facebook privacy violations, Cambridge Analytica, social media censorship, Facebook facing congress, social media and privacy violations, branding tips

No, you do not have to blog. No one is going to take you to writer jail if you don’t. Tricky thing is we still need a brand and a platform if we want to sell enough books to do this full-time.

I don’t know about y’all, but I prefer working smarter, not harder.

Yes, we can create this brand and platform on any social site, but the reason I remain steadfast in support of a blog is because of the following:

The blog is stable.

The blog has been around since the 1990s and was popular before Web 2.0 even existed. Short of the internet imploding, the blog will remain because it provides what humans have wanted since the dawn of time—information, entertainment, community.

In my opinion, the blog is an ideal way for writers to build a platform because it’s as stable as it gets on-line.

Stability is vastly important for any brand/platform, namely because we want to have control. It makes no sense to spend years building a massive following only for that entire following to one day vanish. I found this out the hard way by starting my blog on MySpace.

I lost a year of blogs and a large following (that took three years to build) when MySpace imploded almost overnight. After that experience, I vowed to never again be that vulnerable.

We control our domain.

If we build our entire platform on a social site, we are sitting ducks praying nothing will go wrong. Our author web site (blog) is very stable because we PAY for it. We own our content, our domain and possess a degree of immunity to outside shifts.

For instance, on a social site, some troll could gather all his/her troll friends and report us for nonsense just for the fun of being jerks. Our page is deleted and either we have to start over or pray whatever social site will let us have our stuff back.

Sometimes people are deleted without the social site even investigating whether the ‘complaints’ are valid or vicious harassment. It takes a lot of time, gray hair and hassle to get your stuff restored if this happens. Bad news is sometimes we lose and don’t get it back…ever. Trolls have a lot more power to do damage in places where we are not in charge.

Ugh, then Twitter. I have an author friend who recently lost SIX MILLION Twitter followers (built over the span of almost ten years) after Twitter changed their ToS. #OUCH

Don’t get me started on Goodreads.

When we are anyplace we do not control, trolls can say and do just about anything and we have no say about being abused.

Shifting trends.

Regardless how many fail-safes we put in place, it doesn’t matter. We could spend years building something HUGE….only for the social site to be sold, change the rules, change Terms of Service, or go cray-cray and finally piss off enough people that they begin to bail like rats off a sinking ship…and POOF.

GONE.

In light of Facebook’s grotesque privacy violations (the Cambridge Analytica scandal and Facebook’s botched plan to access confidential medical records), accusations of censorship, ‘news curation,’ and more, the social media behemoths are hemorrhaging users.

Nothing is ever too big to fail 😉 . In fact, I have been a social media expert so long I now believe I know how Plato felt writing The Republic.

*gets cramp feeling smart*

Cycle of Social Media Rule

Timocracy (Web 1.0) where only super wealthy could afford websites or computers to even look at websites.

Oligarchy—earlier social media where only those who could afford computers/internet could join chat rooms or social sites OR (currently) social sites where we might pay a fee to participate.

***On WANATribe (a Ning I built for writers), we meet every day M-S to sprint pretty much all day. I pay $70 a month of my own money to have a virtual workspace and a drama-free zone where I play benevolent dictator 😀 . There are no ads but that is because I fork out money to keep it that way. Book spammers (all spammers) are smited—smote? smoted?—without mercy. The point is someone is willing to put up CASH for the peace and quiet.

Democracy—FREE! Everyone can join! And do whatever they WANT TO DO! Want to automate 700 identities to post on the hour everywhere? GO FOR IT! You are free to do what YOU WANT, and mob rule is the only rule!

Oh, but remember the social site is free to do what they want to do, TOO! Free! Free to harvest our private information and sell to the highest bidder!

Eventually people (on both sides) go too far with their ‘freedoms’ and those participating need some sense of order and rules so they don’t lose their minds.

Rules start creeping in and the powers that be realize they DIG that kind of power and POOF–>Tyranny. The social site goes all nutso with power. Also, on the other side, jerks/trolls use ‘the rules’ as weapons to unleash mayhem on anyone unfortunate enough to cross them.

We (regular users) rise up against the social site bullying and revolt. Start a NEW site (a republic perhaps?) which won’t have ANY of those problems.

Yep.

Still waiting on the social media philosopher-poets to rule. Not holding breath, though.

Refuse to be an ad mule. Own your SPACE.

Any outside social network trades a FREE service then monetizes US. They use us for data mining, blast us with ads, make us pay to play (open up the algorithm so more than three people see our posts), and more.

FREE is never FREE.

Some social sites are paid to blast us with ads using our data. Conversely, creatives are being blatantly and unapologetically EXPLOITED. We are the ones creating the lure for the clicks that pay REAL MONEY…while we work for free.

Refer to my earlier posts about the exposure dollar grift and how places we can blog for exposure really are companies using us as a massive unpaid labor force. We generate all their content, content which cannibalizes our own SEO and brand. Meanwhile those in power make hundreds of millions…then write books about how money isn’t important.

Either way, whether we are using a social site or creating content for a blogging site, when we do not own our domain? We’re an ad mule.

Blog Gets Bigger With Time and Love

The blog gives back what we invest. I gain new followers daily from stuff I forgot I wrote. I began blogging just because I was a slacker who needed to learn self-discipline. Now? This blog gets 1.1 million hits a month. When I take out those who are likely spammers, I am still close to 100,000 visits a month from actual people.

This isn’t because of one or five blogs. It is because of almost 1,300 blogs. A little bit over time adds up. Search engines send people to my blogs. Google has yet to send anyone to my quippy tweet from June 11, 2011.

Newsletters by and large have the same open rate as direct mail (less than 8%) and unlike a blog, a newsletter can only reach those who subscribe (provided the newsletter doesn’t end up in the spam filter). It has no ability to go viral.

The blog does.

Blogs, unlike social sites, can also be harvested for content and made into books. Sure the content is on-line and FREE, but what is our TIME worth? Don’t know about you, but if I love a blog, I will drop the five bucks for a Kindle version that is neat and edited and easy for me to navigate.

Every angle you look at it, in my opinion there is no better ROI than a blog. And I mentioned the safe and stable thing already. And you can put troll comments in trashcan where they belong. Winner winner, chicken dinner!

Is What It Is

Now, I know I might have y’all feeling down (sorry), but this is just the way our world is shifting right now. I use social sites all the time. I just don’t build my platform on them. While fabulous for reaching others, they make a lousy foundation for my brand.

Too…shifty.

Social networks are great for…networking. Ideally, we can use them to encourage others to visit our site and LOVE it enough to hang out. Our website is OURS. We can monetize it, instead of IT monetizing US. The power dynamic shifts. We can add in merchandise, a shopping cart, or get large enough we might court advertisers to pay us.

Our hard work builds OUR SEO, not some mega-brand who expects us to work for free. If we’re going to work our tails off, then it might as well be for OUR benefit, right? This means we can hop on Pinterest or Facebook or InstaSnapPlus and meet and greet…but the party is ALWAYS at OUR place 😉 .

Then, once the book comes out, it’s far less invasive and weird to mention it. Like if you want to learn about social media, check out Rise of the Machines. Feeling bold? You can try my FICTION—The Devil’s Dance— a mystery thriller with even more inappropriate gallows humor and even higher body count than my BLOG!

AMAZING, I KNOW!

I can even mention classes, like my ON DEMAND Blogging for Authors.

Or the other classes (scroll down).

I dunno. Maybe you want to give it a try blogging or writing a novel and don’t want my ten-year learning curve 😀 . I know we writers are masochists but come on. There’s a limit.

Ready for Book Beast Mode? I Live to Serve…Up Some TRAINING!

For anyone who longs to accelerate their plot skills, I recommend my ON DEMAND Plot Boss: Writing Novels Readers Want to BUY. Two hours of intensive plot training from MOI…delivered right to your computer to watch as much as you like 😀 .

The Art of Character is also now available for ON DEMAND.

And if you’re ready for BOOK BEAST MODE and like saving some cash, you can get both Plot Boss and Art of Character in the Story Boss Bundle (ON DEMAND). Almost FIVE HOURS with me, in your home…lecturing you. It’ll be FUN! 

Have to write a query letter or synopsis? Conference season is coming!

Pitch Perfect: Crafting a Query & Synopsis Agents Will Love. Class is May 3rd 7-9 EST and $45 for over two hours training y’all how to do the toughest parts of this job.

I also hope you’ll pick up a copy of my debut novel The Devil’s Dance.

The Devil's Dance, The Devil's Dance Kristen Lamb, Author Kristen Lamb, Kristen Lamb novel, Kristen Lamb mystery-thriller, Romi Lachlan

I love hearing from you!

And am not above bribery!

What do you WIN? For the month of April, for everyone who leaves a comment, I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novel, or your query letter, or your synopsis (5 pages or less).

March’s winner will be announced next post. I know I said this post but have STILL been sick and am a writer so I lie 😛 . Very sorry, but I will make sure I announce it. Been a rough few weeks.