Whether you just intrinsically know you need to be more engaged on social media to support your creative efforts or you have a strategy plan in hand that you now need to execute, taking that next step can be daunting. Some authors and experts elect to handle this role themselves, while others opt to enlist external support to get the job done. Both options have merit – as long as what is put out into the world is truly reflective of you, your voice, and your brand.

DIY Approach

If you choose to manage your accounts yourself and don’t have prior social media experience, be sure to read a few how-to guides (such as Greenleaf author Wayne Breitbarth’s The Power Formula for LinkedIn Success). Before you publish your first post, take some time to just observe activity across the various platforms. Then, experiment with a variety of posting times and formats (text, photos, graphics, videos, links, etc.) to see what works best for your unique audience. Pay close attention to what content sparks interest and drives engagement. You can capitalize on these insights when thinking more broadly about your book, brand, and future endeavors. Commit to a fairly regular posting schedule, and create a content calendar to give you a roadmap for success. Taking advantage of scheduling tools such as HootSuite or Sprout Social will also make your life much easier. Click here for more great tips on How to Grow on Social Media in Just 15 Minutes per Day.

Hire a Social Media Expert

If you lack the bandwidth, skills, or enthusiasm for social media, then hiring an expert may be smart. The obvious benefits of this approach are decreased stress and responsibility on your end coupled with their industry knowledge of what to post when and where to achieve maximum exposure and engagement (along with snazzy analytics to show reach and value). Just be sure that whoever you employ implicitly understands you, your viewpoint, and your book, as their posts, will become the embodiment of your online identity. Once their words are out in the world, there’s no taking them back. Blaming your agency or the intern for regrettable online messaging just doesn’t cut it. You also want to be sure that you and your representative have a clear understanding of parameters such as the number of posts, response time, and escalation procedures if there is an issue. Some teams elect to draft a legal document called a service-level agreement (or SLA) to establish expectations and get their requirements down on paper.

Hybrid Strategy

Your best course of action – at least until you have established a posting schedule and high level of trust with your hired gun – might be a hybrid approach. Have your pro share their suggested content for the next week or month with you for approval before posting. Do understand that social media moves very quickly, and sometimes a fast response is required to respond to a query or take advantage of a trending topic. Additionally, it’s just not feasible for your representative to share the minutiae of every individual engagement action they take (likes, retweets, etc.) with you. At minimum, you should keep a close tab on your own accounts to see what you are up to online!

Keep in mind that your fans want to connect with YOU – and are most interested in your book, what you think, and behind-the-scenes moments from your life (your sources of inspiration, what you’re reading, current projects, etc.). You’ll still need to share these kinds of insights with your social media team even if they are posting on your behalf. If you haven’t ever connected with your fanbase in this way, you might find that you really like participating in these conversations! Ultimately, whether or not you’re the one that actually crafts the message or publishes the post, be sure to give your followers what they want.

Need more guidance? Greenleaf’s dedicated branding team can design a social media strategy and create custom content to showcase you and your book. Contact us via platform@greenleafbookgroup.com.