Tweet Dreams Are Made of This by Ruby Barnes
Social
media fads come and go. Step back in time ... remember MySpace? There are kids now who never heard of MySpace. Google+ was going to be the next big thing
and the predicted demise of Facebook had people scrabbling for footholds on
Pinterest, Tumblr, LinkedIn, Stumbleupon and goodness knows where else.
Now everything is becoming a bit blurred in a whirl of social networks, blogs,
photo collections, discussion forums, online chat and update feeds. Isn't this all too much?
So, why
bother with Twitter? What is the point of a 140 character message which might
not get read by anyone before it sinks into the 500 million daily tweets? On
the face of it, unless you are looking for personal interaction or are a microblogging wizard and manage to get your
tweet to go viral through retweeting or on TV shows, Twitter doesn't seem to
offer much. Unless you are a blogger.
Content is
the key to good blogging. Some folk blog about their daily life, others about a book release / product review /
competition. Authors engage in round-robin writing challenges, give updates on
their WIP and share writing tips. People tend to follow or bookmark the blog if
the content has value for the reader: well written, entertaining and pertinent.
If you
write a good blog post it can pull in considerable traffic to your platform and
you might even sell the odd book or two (although the jury is out on whether
there's any real correlation between blog traffic and book sales). Write a
great or controversial blog post and it could go viral, even be the catalyst
that catapults your writing from relative obscurity to Amazon top 100 (John
Locke, of purchased review infamy, believes his viral blog post about baseball
was the tipping point for selling a million).
The killer
is this: when you've written a good blog post, it's still there and will pull
some traffic through tags, keywords, SEO stuff, but it soon becomes old news,
after a week or so. Right? Wrong. How many people viewed that post? A hundred,
a thousand, a hundred thousand? That's peanuts. Goodreads alone has over 20 million
members. The majority of your target audience haven't read your stuff. My Compulsive
Communication Syndrome post has had over 17,000 pageviews (mostly by people
Googling elephants) but, until I start getting irate emails telling me to shut
the hell up about those elephants, I haven't reached saturation with it. That
post is still news.
So how best
to leverage all that great content you've slaved over when you should have been
writing your latest novel? Send a killer tweet. Use keywords, hashtags and a
link to the blog post. Sounds easy, it can be done. Did anyone spot it on
Twitter? Any increase in page views? Now it's disappeared again into the 500 million daily
tweets.
You need a
way to share your best tweets about your best blog posts with people around the
globe, in different time zones and on different days. I discovered (yeah, discovered - I'm always the last to
know) how to do this while away from home having a Bunfight
at the Breaffy House Hotel on the west coast of Ireland. Trawl through your
old tweets and find the best one you sent for that post, the one that was
retweeted and favorited by others. Do that for all your best blog content and
build up a list of tweets in excel, notepad or similar. Make sure you check the
tweets don't refer to expired competitions or offers, and click all links
through to be sure they still work. Now you need to schedule those tweets using
something like Hootsuite. Watch the stats on your blog and see the numbers
grow. Try scheduling at different times to catch the Americas,
Europe, Australasia and Asia. Look at the
audience and work out what's effective for you and your content.
Your blog
traffic should have multiplied with this little exercise, but your twitter
dementia will be escalating. Try scheduling nothing for a couple of days (if
you can bear it) and see your blog traffic drop. You'll soon be back on the
scheduling, trying to build the numbers back up and keep your content live. Oh,
talking of content, shouldn't you be writing a new blog post? And how's the new
novel WIP coming along? Feeling stressed? Don't panic, we have a couple more
cards up our sleeve that will exorcise this compulsive communication demon.
Semi-automate
your top tweet content, driving traffic to your blog back catalog. Your twitter
and blog followers are increasing so use some tool like JustUnfollow to drop
unfollowers and follow back new fans, and everything is dandy. Until someone
unfollows you, a someone you value as a top tweep influencer. Are they fed up
with your play list of repeats? Are you swamping their twitter feed? It could
be that they followed you for interaction and aren't getting it from you
anymore. Unfollow them and then follow back, in case it was a mistake by them.
They'll come back to you if it was. It's always a good idea to keep putting
those personal tweets in manually, those run-to-the-computer moments when
something great pops into your head. And don't forget to say thank you to folks
when they mention you and reply to any valid direct messages.
Feed140 was a very useful too for autoscheduling of
tweets but has become a victim of its own popularity. The number of users
swamped the architecture of this free tool and it’s currently offline
pending redesign. An automated schedule of tweets linking to evergreen
content (blog posts, book reviews etc) is a real boon for any author who wants
to drive traffic through their social media platform. Are you already
autoscheduling your tweets? What tool are you using, what’s the cost and would
you recommend it?
I’ve blown Triberr’s
trumpet several times and I’ll blow it again. Triberr is a great source of
expanded coverage for new blog posts. It can be a bit tricky to get yourself
set up and connected with the right people but it’s worth the effort in terms
of additional traffic. Connect your blog and twitter to your Triberr account
(and Facebook and LinkedIn if you wanna go the whole hog). Join a tribe that
has members with blogging interests you want to share on your social media
platform (this is important - their content should be pertinent for the people
in your network). When you post on your blog it will automatically be shared
with the tribes you are a member of. They have the option to share your posts
with their social networks (Twitter, LinkedIn, Facebook, Google+, Stumbleupon).
Example: I
have 7,988 Twitter followers, I'm a member of 16 tribes on Triberr with 400
tribemates and a reach of over 2 million Twitter followers. When I blog around
half of those tribemates will share my content to their networks. Depending
upon how well my blog post title works as a tweet (and it can be edited on Triberr
to put in a hashtag or extra keyword) I'll get a boost of extra traffic on my
new blog post for every day the post remains active on Triberr.
Conversely,
in the spirit of give-and-take that is Triberr, I go onto the site once a day
and share every post in my tribal stream that has content I consider relevant
to my network. I share writing and publishing tips and news, good book reviews,
author interviews, tasty-looking recipes, relevant competitions and beautiful /
clever writing on any topic. Those posts enrich my tweet stream with something
new at a maximum frequency of every half an hour. I read most every post that I
share and have benefitted personally from a lot of that content too.
Phew!
Sometimes it all just has to come out. It's easy to set the machine running and
keep it ticking over. Does it sell more books? The only way to be sure is to
switch your platform off for an extended period. Are you going to take that
risk? See you on the other side.
Ruby Barnes
is the author of Peril, Getting Out of Dodge, The Baptist, Koobi Fora and The
New Author, all on Amazon.
Comments