How to Stop Wasting Time and Focus Your Book Marketing

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10-6-14 Frances CaballoFacebook. Twitter. LinkedIn. Pinterest. Google+. Instagram. Tumblr. Rebelmouse.

Do we really need to be on all of these social media networks?

I remember when I was about to publish my first book a search engine optimization consultant advised me to build a Facebook page and Twitter account for every book I write. I took his advice and created my Social Media Just for Writers Facebook page.

Thank goodness the title of my book became the name of my business and this website. Can you imagine if I had continued to follow his advice and then created Facebook pages for Avoid Social Media Time Suck, Blogging Just for Writers and Pinterest Just for Writers?

It wouldn’t have made sense because I would have been splitting my target audience.

Besides, who has the time or energy to maintain multiple Facebook pages and Twitter accounts? I don’t.

I admit that I did start two other Twitter accounts with good intentions but after a few months, I then shut the extra accounts down. I could justify having two Twitter accounts if I were marketing to two completely different demographics, but I’m not.

Even when I finally get around to finishing my novel, I’ll still use my present Twitter account and turn my focus to readers who are interested in politics in Spain.

Conserve Your Book Marketing Energy

We’re all aware of needing to curb our carbon footprint. But what about our personal energy? You’re a writer, and that means that what you love to do most is write. However, if you want to sell your books beyond the borders of your city, you also need to become an Indie marketer.

Social media marketing is the equalizing force in Indie marketing. You now have at your disposal all of the online tools that Amanda Hocking and Isabel Allende have.

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Remember Sharon Hamilton’s story? I interviewed her on this blog a few weeks ago. She began writing about eight years ago and quickly got into self-publishing. She’s now a powerhouse in the Romance genre, and she accomplished that by staunchly sticking to her writing schedule, blogging, and building and rewarding her Facebook fan base.

She doesn’t create a new Facebook page for each book she writes. That would be ludicrous. She has 13,000 fans so why wouldn’t she want to build her page further? That would do more for her SEO than multiple Facebook pages.

Which Social Media Networks Should You Use?


I always advise clients to start their online marketing by selecting one social media network. Once you feel comfortable with that one, then consider another social platform depending on your genre.

My advice has changed over the years. I used to tell conference attendees to diversify their social media presence. My reasoning was that prospective readers may be on Facebook but not Twitter. Or a devotee of LinkedIn might abhor Facebook.

I don’t agree with that philosophy anymore.

It’s more important to be clear about your reader demographic. Once you know for whom you’re writing, then I suggest using the social media networks that your demographic prefers.

For example, if you write Romance novels I recommend a presence on Facebook and Pinterest. Women dominate these networks. In fact, 80 percent of Pinterest users are women so it would be worthwhile for Romance writers to delegate some time to this platform.

If you write YA, you need to be on the social media networks that your demographic prefers. Those would include Twitter, Tumblr and Instagram.

Do you write nonfiction? Then LinkedIn will be a must for you. Create a professional profile and join and participate in some groups. Over time, you may even want to start your own group. Depending on the age range of your demographic, and depending on your energy, you’ll also want to be on Twitter.

How do you manage your time on social media?

Also see:

7 Reasons Why Writers Need to Use Social Media

56 Social Media Terms Writers Need to Know



Social Media Just for Writers is now just $1.99! But the sale price won’t last forever so get your copy now! It includes a chapter on blogging.

Social Media Just for Writers 2nd Edition

Well written, well researched – well thought out. This book is a must have!

Ryshia Kennie 

Frances CaballoAuthor of this blogFrances Caballo is an author and social media strategist and manager for writers. She wrote several social media books including Social Media Just for Writers and The Author’s Guide to Goodreads. Her focus is on helping authors surmount the barriers that keep them from flourishing online, building their platform, and finding new readers. Her clients have included authors of every genre and writers’ conferences. Not sure how you’re doing online? Sign up for her free email course.

Practical tips for marketing your books on the social web



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  1. I used to think that LinkedIn was THE network for serious income-earners–that was what all my friends in full-time social media marketing said–until I started looking up the sort of clients I was interested in: mental-health organizations, social nonprofits, ministries. Virtually every one of them spent all their social-networking time on Twitter and Facebook, and had a token LI profile at best. Now, I can spot a “LinkedIn type” or “Facebook type” business 90 percent of the time just by looking at their mission: technical types go to the former, humanities-oriented products and services to the latter. Sort of a left-brained/right-brained thing.

  2. I agree with your point about starting multiple networks for multiple books. The same is true for websites. I created a new product and at first wanted to create a website just for this product. But then I thought: what if I come up with more product ideas? I will not want to create a new website and set up new social networks every time I come up with a new product idea. It would be too much work to set up and maintain.


  3. Hi there,
    Great post about not wasting crucial time and energy on diff social media platforms.What if i was writing a fiction about doctors which revolve around themes like romance,medical malpractice and empowerment??Where can i focus my energy on??Any ideas??

    • I suggest looking at the demographics. I’m writing a post for Monday that shares information from the Pew Research Internet Project and it has amazing demographics. In the interim, I suggest Googling the report and looking at the fact sheet while considering who your audience is. It all comes down to for whom are you writing. We can’t be all things to all readers, obviously. So focus on the age, attributes, sex, etc. of your ideal readers. I hope that helps!

  4. Dear Frances,

    You’re right. I think the best way is to focus on one social platform at a time during a year or so. Then if thing works out, we can move to focus on another platform.

    Our main mission is to get a book published. If the book is good and serve a purpose, others will do marketing for us.

    That’s what I am putting myself to!

  5. How do you figure out where your demographic hangs out, though? I write cross-genre fiction, and trying to find where my audience *is* is the biggest challenge, and the one I haven’t figured out how to crack. So I’ve sort of been scatter-shotting, and let me tell you, that does no good, either.

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