Social Media

Welcome back to the show. Today we’re talking about a topic that can feel exciting, frustrating, overwhelming, and essential all at once: social media. For self-published authors, social media is often one of the first places people turn when they want to connect with readers, build a platform, and get their books in front of the right audience. But the truth is, social media works best when it’s treated as part of a bigger publishing and marketing plan, not as a random place to post and hope for the best.

The first thing to understand is that social media is about connection, not just promotion. Readers are far more likely to support an author they feel they know. That means your posts should give people a reason to follow you beyond “buy my book.” Share behind-the-scenes moments from your writing process, updates on your publishing journey, and little glimpses into the ideas that inspire your work. When you show up as a real person, you give readers something they can care about. Over time, that trust matters more than any single post.

The second key is consistency. You do not need to be everywhere, and in fact, trying to do every platform at once can drain your energy fast. Instead, choose one or two social media channels where your target readers already spend time, and build a manageable routine. Maybe that means posting a few times a week, commenting on other authors’ content, or sharing short videos that introduce your book’s themes. Consistency helps your audience know what to expect, and it helps the algorithms notice that you’re active. A steady presence usually beats an occasional burst of activity.

The third point is to make your social media content useful, entertaining, or emotionally resonant. Readers respond to variety. You might share writing tips one day, a book quote the next, and a personal story the day after that. If you write fiction, you can post character sketches, world-building details, or inspiration behind a scene. If you write nonfiction, you can share practical advice, common mistakes, or simple takeaways from your book. The more value your content offers, the more likely people are to engage, save, share, and remember you.

Another important piece is making sure your social media activity supports your broader author goals. A strong post is great, but it should lead somewhere. That could be your website, your email list, your preorder page, or your book launch announcement. Think of social media as a bridge, not the final destination. When you direct people toward something you own, like your mailing list, you create a more stable way to stay connected even if platform trends change. That’s especially important for self-published authors who want to build a long-term career.

At the same time, it’s worth remembering that social media is only one part of the publishing puzzle. It can help with visibility, but it won’t replace a strong book, a clear audience, or smart marketing. The most effective authors combine social media with distribution strategy, email marketing, reader outreach, and ongoing support. When all those pieces work together, your efforts have a much better chance of turning attention into actual book sales and loyal readership.

So if social media has felt like a chore, simplify it. Focus on connection, stay consistent, create content with purpose, and use each platform as a tool to support your larger author business. Done well, social media can become less of a burden and more of a powerful way to share your work with the world. Thanks for listening, and we’ll see you next time.