10 Reasons Your Social Media Isn't Working


There is no such thing as the perfect "social media formula" that works for every single author. We are dealing with people - with different tastes, styles, emotions, connections, cultures, and so on - that make your online platform uniquely yours. I think that's pretty cool, and I hope you do too! 

Even though there isn't an "exact formula" to social media, there are some pretty solid reasons as to why it might not be working for you. Here are 10 reasons as to why that might be the case with your outlets:  


1) Long Posts 

Let's face it, we have short attention spans. When scanning the Facebook newsfeed fans want to find quick bits that catch their eye, make them want to learn more, and share with their friends. Try to limit your posts to less than 250 characters on Facebook. If they are too long, fans (and more importantly, potential fans) will breeze right by them. 


2) Your Page Or Profile Is Not Set Up Properly 

Are you missing vital information on your social media outlets? Do you have links directing fans to your website? Do you have great images? Without a properly set up Facebook, Twitter, Instagram, Pinterest, website, etc., you could be missing out on growing your audience. Be sure to check out our blog on how to properly set up your Facebook Page as well as our easy fixes post to make sure you are set up and ready to go. 


3) Promoting Too Much 

One of the most common mistakes that people make with social media is using it mostly for promotional purposes rather than relationship building. Yes, you can promote and let fans know about events, book releases, reviews, etc. But an important rule to follow is what we can "The 80/20 Rule" which means 80% engagement/conversation and 20% promotion/marketing. I'd even lean more toward 90/10 but it's vitally important that you pay attention to the balance of interaction and promotion.  


4) Not Using Analytics 

One of the best tools that you have at your disposal with social media is checking out your analytics and paying attention to what they are telling you. Facebook Pages have fantastic insights that really spell out for you when your fans are online, what they are responding to, where they are from, etc. Twitter shows you what your most popular tweets are, what has been shared, etc. When you see what your fans respond to you will know what to post, which will only help you grow your audience and online presence. 


5) Only Paying Attention to Number of "Likes" or "Follows" 

Don't get me wrong, the number of "likes" or "follows" on your Facebook & Twitter pages is important, but if you only focus on the numbers and not interacting and engaging with your fans, you won't see social media work for you to the best of its ability. And more so, you won't see the connection between your social media and sales of your book. When you create consistent interaction with your fans and develop genuine relationships with them, you will see the true power behind social media. 


6) Not Using Facebook Ads 

Strategic Facebook ads are an incredible tool that not only help you pinpoint exactly who you want to engage with, but they broaden your reach is dramatic ways. And best of all, it's very inexpensive. You can spend as little as $5 per day on ads and see a significant growth in your Facebook presence. Now, like I mentioned in the previous point, getting "likes" is only the first step. The ads will help lure people to your page, but your actions don't end there. You have to create conversations and contnet to keep them there and make them active on your page. Be sure to check out our blog post on how to make the most out of your Facebook Ad!  


7) Posting Too Often Or Not Enough

There is a fine balance that needs to be found within your social media regarding how many times you post throughout the day. It will make or break your social media presence. Rule of thumb is to post on Facebook 1-2 times a day and for Twitter 8-10 times (this includes retweets and tweets you reply to). Always remember: it's quality over quantity. Check out our blog post on finding the best time of day for you to post on Facebook & Twitter


8) You Aren't Consistent 

If you only post to your social media outlets every once in a while, you won't see results. Consistency is key in social media. It's kind of like only calling someone every 6 months and being shocked that they don't want to be your best friend. When fans (and potential fans) don't hear from you on a regular basis, why should you expect loyalty from them? Show up every day and interact. 


9) Talking AT And Not WITH Them

One of the biggest killers to a social media outlet is always selling and talking AT fans. Have you ever met someone who talks so much that you can't get a word in edgewise? Or you can tell that they aren't listening to you because they are thinking of the next thing they want to say? Same goes with social media. If you are constantly pushing your book or just using social media for marketing what you have going on, you won't see the results you are looking for. 


10) Not Using Visuals 

Images, videos, and other visuals are key to building your social media presence. Twitter just rolled out their extended image window in their feeds, which makes compelling visuals all the more important. When visuals are included within posts you are more likely to see engagement improve, shares skyrocket, and more people actually see your post.  


If you aren't seeing the results that you want to see on social media, go through this list and see if you are making any of these mistakes. If you are, some simple changes will make a huge difference! 


QUESTION: What changes have you made to your social media presence that have showed great results? We'd love to hear in the comments below! 

Did you find this post helpful? Do you want to know more about how to grow your audience, establish and online presence, and use online resources to sell more books? If so, subscribe to our newsletter! You will receive “The Author’s Modern Marketing Guide: 101″ for FREE when you sign up by clicking here

Photo by Marcin Jochimczyk