Social media sites are filled with fiction authors, chatting with their readers and growing their fan base. If you write non-fiction and don't take advantage of social media, you're missing out on a wide variety of book marketing perks. The expansive reach and ease of use make social media marketing a natural for any non-fiction author. Non-fiction promotions are meant to set you up as the expert in your topic. There's no better way to do this than to establish a spot where you can answer your readers' questions, and that's where social media sites come in. The key is to follow a different set of guidelines from the ones fiction authors follow.
1. Choose the Right Social Media Site
Who is your ideal reader? Once you figure out her demographics, use those figures to choose the right social media site to use as your home base. If you're writing for a younger crowd, concentrate on Snapchat. Millennials and tech-savvy readers spend a lot of time on Twitter. Write about craft and home subjects? You'd better spend time on Pinterest. And for almost everyone else, Facebook is the default option. Find out where your reader is most likely to spend time and establish a presence there. You'll eventually add more sites to your list, but concentrate on only one until you've got a solid base built.
2. Use a Strong Voice
Decide on your online personality and stick with it. This doesn't mean you have to create a fake persona, but it does mean always posting with the same attitude and measure of helpfulness. People should always be able to count on you to provide answers. Stick only with your subject matter, and never stray into controversial subjects. As much as you might hold strong beliefs, you're posting as your author persona, not your personal self. Give solid, provable answers to all questions and don't be afraid to hop into conversations to give great advice in your genre.
3. Post Regularly and Often
The best way to make yourself known on social media is to be social. That means posting interesting topics multiple times each day. This doesn't mean you have to write a novella every week just for social media. Find interesting links and articles to share, give short and useful tips, post attractive images and useful short videos and ask questions that create discussion among your readers. The key is to keep your name in front of your readers' eyes, no matter what time they check their account.
4. Focus on Your Brand, Not Your Sales
Your ideal fan will be one who learns about your books after he gets to know you online. If you've already established yourself as an expert in your field, everyone who finds out you have a book will be more likely to buy it. Of course you can mention your book, but keep it to no more than 5 percent of your posts, and only in passing connected to a relevant topic.
Keep the Faith and May the Force be with You!