针对网络写作的10点社交媒体建议

1、在着手写作之前及早搭建一个社交媒体营销平台;2、有针对性地使用不同的社交媒体;3、添加高质量的头像,简介而谦逊地介绍自己;4、组织、管理、编辑内容,而非主要创作;5、提供高质量的内容;6、适度推销自己的作品;7、为每个帖子添加精美图片或视频;8、要及时回复每个帖子下的评论;9、对于有争议的议题,保持冷静或沉默;10、适度重复自己的帖子。

【文章全文】GuyKawasaki's 10 Social Media Tips for Authors

Wrapyour mind around this: One of the most important factors that traditionalpublishers use to decide whether to acquire a book is the marketing platform ofits author. You'd think that the main reason for approaching a traditionalpublisher is to reap the benefits of the publisher's marketing, and youwouldn't have to bring your own.

Lifeis full of mysteries, and whether you're working with a traditional publisheror you are an artisanal publisher (a.k.a., "self-publisher"), thepotency of your marketing platform can determine your success.

Thereis no scenario under which thousands of social-media followers is not a goodthing, so here are 10 social-media tips for authors of any kind.

1. Start yesterday

Youmust make progress along two fronts at the same time: writing your book andbuilding your marketing platform. You cannot wait until you're done writing,because a platform takes nine months to a year to build. Ideally, you started building your platform beforeyou even began to write your book.

2. Segment the services

There are five social-mediaservices to choose from. Youneed not use them all, but each serves a different purpose. I call this thefive Ps of social media: Facebook is for people -- people who you went to highschool or college with and your family. Twitter is for perceptions --perceptions such as "I feel an earthquake and I'm in Chile." Google+is for passions -- passions such as photography that you cannot share with yourFacebook people. Pinterest is for pinning -- pinning pictures with littleinteraction. LinkedIn is for pimping -- as in making business connections orfinding a job. You can use each of theseto build a platform, but your relationships on them are apt to differ.

3. Make a great profile

Your profile page is an ad. Itspurpose is to convince people to circle, follow, subscribe, or like you. It should communicatethat you are a likeable, trustworthy, and competent person. Two details: First, ensure that your profile has ahigh-quality picture of your face (and only your face, not your spouse,dog, kids, and car). Second, use thetext areas to simply and humbly describe who you are and tell your personalstory. For example, Peggy Fitzpatrick has a great Google+ profile. (Seeimage above.)

4. Curate, don't create

It'shard enough to write a book, much less create content for social-media sites atthe same time. So give yourself a breakand focus on curating the content of others while you are writing. Link toarticles, pictures, and videos that are relevant to your genre in order toestablish your expertise. Power tip: Go to Alltop.com, a site I co-founded, tofind content on more than 1,000 topics. For example, the followers of ascience-fiction writer would find "How to Deflect Killer Asteroids WithSpray Paint" interesting (found via Science.Alltop.com).

5. Act like NPR

NPRprovides great content 365 days a year. A few days a year it runs pledgedrives. No one I know likes the pledge drives, but we tolerate them -- and someof us even give money. Why? Because NPR has earned the right to promote itspledge drives by providing such greatcontent. This is a good model for authors too: Provide such great content that you can promote your book when it'sdone. If you do this very well, people may want to reciprocate for thevalue you've added to their lives by buying your book. So just imagine you arethe producer of "Fresh Air" or "All Things Considered" andlook for interesting content.

6. Restrain yourself

NPRprovides another excellent example for book marketing: It doesn't run pledgedrives very often. Less than 10 percent of your social-media posts shouldpromote your book or other commercial endeavors. It's OK to pour it on whenyour book launches, but back off on the promotion after the first four weeksand do educational things like free webinars and Hangouts on Air. You need to make a transition from salesmanto teacher.

7. Candy-fy

Social-mediasites are busy places, so people don't notice all-text posts or posts withsmall pictures. Every post shouldinclude a picture that's at least 400 to 500 pixels wide or an embedded videofrom YouTube or Vimeo. Eye candy counts in the constant contest forattention -- if you're old enough to remember, it's like the difference betweena Yellow Pages ad and a Yellow Pages listing. Check my posts on Google+ to seewhat I mean. (See image at right.)

8. Respond

Social media is a conversation,not a one-way broadcast.Every time you share a post, respond tothe comments that it generates. (If it generates no comments, you're doingsomething wrong.) A big mistake that most authors make is that they think theyare delivering a sermon when a conversation is what's appropriate.

9. Stay positive or stay silent

Even if the topic is an issuethat perturbs the core of your soul such as gun control, women's rights, orObamaCare,don't show anger. On a practicallevel, if you only want to sell books to people who agree with yoursensibilities, you should prepare for a life of poverty. If people attack you, ignore them. If they attack you twice, block themfrom seeing your posts. And don't look back.

10. Repeat

Social-media"experts" disagree with me on this, but I'm telling you it works: Repeat your posts. I repeat my tweets fourtimes every eight hours -- you don't get 1,240,000 Twitter followers by nottaking risks. This is pushing the edge, but the assumption that everyone who isinterested in your posts will see it the first time is naïve. CNN doesn't run astory once and hope that everyone has seen it or recorded it to see later. Atleast try sharing a post when your audience is awake, then 12 hours later, andsee what happens.

One last tip: Do, don't plan. Social-media expertswill tell you that the first step is to develop a plan that includeshighfalutin elements such as goals, strategies, and tactics. Let me simplifythe process of building a platform. The goal is to get 5,000 followers by thetime your book comes out. End. Of. Discussion. There is little"right" and "wrong" in social media -- even what I sayhere! There is only what works for you and what doesn't, so jump in and getgoing. You'll figure it out along the way.

【文章作者】Guy Kawasaki

【文章来源】pbs

【文章链接】http://www.pbs.org/mediashift/2013/02/guy-kawasakis-10-social-media-tips-for-authors045.html

 


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