Friday, October 9, 2015

[Link] Why Facebook Cannot Help You Sell Books

By Michael Alvear

As an author, book marketer and social media specialist, I cannot think of a single more wasteful thing an author can do for book sales than to market on Facebook. Put simply, there is no evidence that Facebook can sell books, unless you’re a celebrity with a mass following. There is, however, plenty of evidence that Facebook is both a waste of time and money if you’re an unknown or midlist author.

To understand why Facebook is so demonstrably bad at selling books, you have to understand two key concepts that agents, publishers and marketing experts fail to mention whenever they encourage (and sometimes force) authors to build their “platforms:”

1. You Need at Least 20,000 Facebook Followers to Move Product

No, that’s not an official figure, but based on my experience and that of my clients, 20,000 followers seems to be the minimum amount you’d need to make any real headway. The average person, though, has just 338 friends. So let’s be practical: how on earth are you going to get to 20,000 “friends” or fans as an unknown or midlist author? What can you possibly post on a regular basis that would be so compelling, entertaining or informative that people would flock to “like” your page or become a friend? I hosted a TV show on HBO and England’s Channel Four. I’m well known in my niche market and after five years I have 5,000 Facebook followers. What nobody tells you is how extraordinarily difficult it is to establish and grow a fan base on Facebook. It is so difficult that even small companies outsource the job to experts.

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