Things I Got Wrong, and Things I Got Right in 2012

November 14th, 2012

By Fauzia Burke

As we wrap up 2012 and start to plan for the New Year I wanted to review the things I got right and the things I didn’t. In the past few years, there have been so many changes in the book industry, and in technology, that sometimes my only guide has been my intuition. Fortunately, our missteps can often teach us more than flawless execution. So here are the lessons I have learned in 2012:

Why Press Release Didn’t Work For Us. Working as the President of an online public relations firm, I relied on press releases to get the attention of editors. Over time, however, I noticed that they didn’t seem to be working as they once did. One reason is that the “one pitch fits all” approach was not working online. Bloggers are unique and so are their interests. For example I hear people talking about mommy bloggers or book bloggers, but in truth those communities are made up of people with very different interests.

I took a huge leap of faith and decided to stop doing press releases. Instead of taking the time to write them, proof them, wait for approval, print them and stuff them, we took that time to talk to the editors/bloggers and invest the time in social media. I thought I would get push-back from clients, but once I explained why I was making the change they agreed with the approach.

I am happy to report that this change we got right. It was the right decision and we’re moving into 2013 with no intention of doing the traditional press releases.

Delegating Social Media. I thought outsourcing social media was always wrong. Although it is best to keep your hands in your own social media, the only way for it to be effective is if it is consistent. A writer’s life is not consistent, which means they are sometimes more active on social media than other times. Trying to do it all themselves can be distracting. Of course, it is crucial to delegate this responsibility to someone trustworthy. I would also suggest having clear goals and to monitor activities very closely.

For 2013, we are exploring and open to creating a hybrid system for our clients.

People like to follow people, not books. I thought book websites and book Facebook pages were a good idea. Remember the days of microsites? Today, I believe that the only websites, Facebook pages and Twitter handles should be in the author’s name, no matter how diverse their list of books and activities. I would advise against a title or book site because people follow people not books. Authors are most effective when they work to build their brand, and can increasingly build a loyal following when readers feel connected to them.

In 2013, we will move away from book related digital assets and focus more on the author’s brand.


Keep Learning. Every single job in publishing should be a social job. I did not always think so. But the more people there are to amplify your message the better. Social media is not only a broadcasting tool, it is also one of the best learning and listening tools for you and your business. You have an open forum to observe and study the readers, their taste and comments. At a time when we need to be learning new skills all the time, social media can be a gateway to that learning.

This one I did get right. We shifted our entire staff to incorporate social media and social networking in everything they do: From searching for influencers, tracking numbers and word-of-mouth, to interacting with bloggers, and supporting our clients. In 2013, we will continue our focus on incorporating social media with our online publicity campaigns.

In the coming year, I only know one thing for sure. We’ll need to keep all options open and learn as we go. What have you learned in 2012? Please share your lessons.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For online publicity, book publishing and social media news, follow Fauzia on Twitter: @FauziaBurke. To talk with FSB and ask your book publicity questions, please join us on Facebook.

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6 Steps for Finding the Best PR Firm for You & Your Book

October 10th, 2012

By Fauzia Burke

Most authors know that a public relations effort for their book is essential for their success. In order to have a campaign to promote their book comprehensively, many look to augment their publisher’s efforts by hiring a PR agency. But how do you choose the right PR firm for your book? Here are six steps to help make that choice easier:

Step 1: Needs and Goals

Before you begin your search, think about your PR goals. What is it that you want? Do you want to be on TV? Do you want reviews in newspapers? Or, do you want to build exposure online? Whom do you want to reach? Do you know your target demographic? How long do you want to work with a PR agency? Do you want to work with a PR agency for a one-time book or project or for multiple projects longer term? Once you identify your goals, you’ll be able to find an agency that can help you achieve them.

Step 2: Referrals

Your search should always start by asking your agent, publisher or fellow authors for referrals of people they have worked with so you can have some names to begin the process. You can compare and contrast the agencies you have, and find the right fit for you. You can also work the process backward and find a successful book that’s in the same realm as your book, and find out what PR firm that author used.

Step 3: Web Research

Look up the agency online. Check out their website and social networks as well as their current and past projects and testimonials. Find out how long they have been in business and what types of people they work with. In our connected age, it’s easy to do your homework ahead of time to be able to narrow down your list based on your research. It’s 2012 so make sure the agency you select is connected in the social media world — Facebook, LinkedIn, and Twitter. If they are connected digitally, they will be able to help promote and advice you in the social media space.

Step 4: First Contact

Begin contacting several firms to pick the one that is right for you. Collect information on prices, timeline and availability. Find out more about their area of specialty and expertise. Make sure your book is the type of book the PR agency tends to work with and promote. Now you can narrow your list further.

Step 5: Interview

Once you’ve narrowed down your list based on your budget, goals and timing, you should set up an interview with each PR firm by phone or in-person. A good firm will want to talk with you as well to make sure the fit is perfect. They should also encourage you to talk with other PR firms. Before you schedule the interview, give the firm the opportunity to learn about your book so you can hear their ideas and decide if you like what you are hearing. Ask questions just as if you are interviewing someone for a job. Find out the publications and media outlets where they have built relationships. Remember a good PR agency should have an established network of media contacts. Make sure the agency you are talking to understands your brand. You can even request a preliminary proposal of how they would go about publicizing your book. Good PR agencies have strong track records.

Step 6: The Final Decision

The most important part of your decision process should really be your instincts. It’s all about knowing and liking the PR agency you are going to work with, because if you don’t like the person initially, you will most likely be dissatisfied in the long run. Did you establish rapport upon initial contact? During the interview phase, which firm stood out? What agency do you like, respect and trust the most? In the end, go with your gut, and you will make the best decision for you and your book.

Along with results, a good PR agency should give you valuable information for building your brand and to amplify the exposure you are getting. In the end, it is all about the collaboration so pick your team carefully.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For online publicity, book publishing and social media news, follow Fauzia on Twitter: @FauziaBurke. To talk with FSB and ask your book publicity questions, please join us on Facebook.

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New Marketing Mantra: Assess, Delete and Respond

September 27th, 2012

By Fauzia Burke

Imagine if you opened your inbox, and saw only one email. Imagine if you only got a new one when you answered the current one. Without knowing how many emails you have in total you would take the time and respond with great care. Now imagine you open your inbox and get 200 emails (like most of us). Your process would have to be different. You would have to quickly assess what gets deleted, what can wait, and which emails are top priority. You should approach your job in the same way. Look at everything that needs doing, then assess, delete and respond.

It seems to me that the days of over designing, over thinking, and over obsessing are over. If you are an artist or a teacher, the more thoughtful and obsessed you are about doing your job, the better you will be at it. But marketers (and we are all marketers today) have to understand that there is no time to focus on the wrong things. Being super diligent was good when the world moved slowly, but today being diligent slows you down, and can slow down the people around you. Instead:

Think ahead. Where do you want to see your business in three years? To avoid getting stuck on details that ultimately won’t matter, decide where you want to be in three years. Each day assess key priorities against busy work so you can stay on track. As leadership expert Stephen Covey once said, “The key isn’t to prioritize what’s on your schedule, but to schedule your priorities.” You can end up spinning your wheels if your day is consumed with little things and not on your most important objectives.

Make a decision. Sometimes procrastination or perfectionism can keep you stuck. Make a decision, any decision. It’s always better than no decision. Neglecting to make a decision for fear that you will make the wrong one will only ensure that you don’t make any progress. Any action is a step forward because even if it’s the wrong decision, you’ll learn something and that experience will give you information to move you in a better direction. Delete things that no longer work and make decisions to move forward on things that do.

Recognize team strengths. If you are working with a team, make sure you stay aligned with your core competencies and let other people lead with their core competencies. Respond to new challenges by delegating to the best qualified in your team. Let every member of your team work with their strengths and stay focused on your own areas of strength. When you try to control all the details or get into areas where other people should be leading, you can stall the progress of the entire team. If you don’t trust your team, you are working with the wrong people.

Work both jobs. Most of us are doing two jobs these days, the regular job and the start-up job. The regular job is anything we have been doing for years, and our start-up job is the job we will be doing in a few years. We all have to adapt to new ways of doing business to stay in business. There is a lot to learn, so be careful how you spend your time. There are some jobs where we can’t live with mistakes, brain surgery for one, but marketers have to live in a world where mistakes are made, and we need resilience and plans to recover from them.

When you keep your focus on what matters most, you will get more done in less time and you will be moving apace with our current fast world. So adopt a new marketing mantra: Assess, Delete and Respond.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a online publicity and marketing firm specializing in creating awareness for books and authors. For online publicity, book publishing and social media news, follow Fauzia on Twitter: @FauziaBurke. To talk with FSB and ask your book publicity questions, please join us on Facebook.

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Wanna Be Successful? Make a Do-Not-Do List

September 26th, 2012
by Fauzia Burke

“Deciding what not to do is as important as deciding what to do.” — Steve Jobs

As women entrepreneurs, we often take on more than we can handle. Often the “to-do” lists from projects, family schedules, home, business, clients, staff, etc., can bury us. However, when I finally learned to make a Do-Not-Do list, I freed up my time and energy to focus on my most important priorities. Now anything that comes between me and my priorities goes on my Do-Not-Do List.

Don’t do the same old thing. Stop doing the same old thing if it isn’t working. Almost every small business owner says that they need to figure out how to accomplish more in a day, but then we keep on doing the same things every day. Last year I learned that the only way things would change is if I made some changes. I wrote a blog about Finding Balance in a 24/7 World and learned that multitasking is not a road to success. Instead, we need to have focus on one priority at a time.

Don’t check email every time it comes in. Decide you will check your email after 45 minutes of concentrated work on your priorities, or at certain times during the day. Block off a time to do focused work and let team members know so you can minimize interruptions. Don’t let email dictate your day. Set an agenda for your day and stay focused on what you need to accomplish.

Don’t Stress. Sometimes we create stress for ourselves by being disorganized. Most small business owners don’t want to take the time to get organized because there is always so much to do. But trust me, stress is a lot like worry, it doesn’t get us anywhere. Life is stressful enough without us creating more. One thing that has helped our whole family is having a shared electronic Burke Family calendar. My teenage daughters have iPhones as well as my husband and myself. Every family event is entered in the joint calendar so everyone has the same info with them at all times. It’s a simple step, and a lot less stress. You can try using Google calendar for this if you have older kids.

Don’t Avoid: We all have tasks or projects that we avoid because they seem overwhelming or we dread doing them. Most often it is because they require more time than we have. Sound familiar? I have found that avoiding something actually takes more mental and spiritual energy. Instead of avoiding, do your most important task first. When you dive into something big and make a dent, it will give you a sense of accomplishment and momentum you can use to get more done the rest of the day. If you have a big project you have been avoiding because you don’t know where to begin, break it down into smaller tasks that you can tackle piece by piece. Seeing smaller, doable goals is much easier to tackle than one massive project that overwhelms you.

Don’t be Busy: There’s a difference between being busy and being productive. Just because you are crossing a lot of little things off your to-do list doesn’t mean you are making any progress on your big priorities. I once worked with someone who would say, “I have so much to do that it took me all day to make my do-to list.” Then the next day he would say the same. It seemed to be that he was just spinning his wheels. We all do that sometimes. Think about your priorities, if something (or someone) is not in sync with your priorities, they must go. Don’t be busy, just to be busy.

There are always a lot of distractions in life. The only way to be successful is to make sure you aren’t tackling little things as a way of avoiding diving into priorities that could move your business, family and life forward. Make your Do-Not-Do List and see how things change for you.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.

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September Resolutions

September 20th, 2012

Every year September gives me a second start to the year. My kids go back to school and the summer fog lifts from my mind. It’s usually a great time for me to get some stuff done. So like my kids, I buy some school supplies: an inspiring journal, a new calendar and my favorite pens. Unlike January when the temperatures are almost the same as December and February, September actually feels like a shift as we transition from warm summer days to cool crisp autumn days (at least we do here on the East coast). This is one of the most productive months for me and I take full advantage of it by setting September resolutions.

Plenty of the year left. With almost four months left in the year, I still have time to finish the year strong. Even if I haven’t come close to finishing what I hoped to this year, I still have time. You can do the same. Identify the one project that is most important to you and make it your end of year focus.

Remember January. I revisit those projects I was so eager to start back in January but which have since collected dust. Whether you are big into setting resolutions or goals for a year, typically January is a mental reset for most of us. I usually write down goals at the start of the year, but in September I get a chance to review them, and evaluate them. If they are still important, I try to quickly realign myself and reconnect to that goal again.

I rethink busy work. For me, email and social media can sometimes be a stall tactic. I lose my train of thought and suddenly I’ve spent way too much time liking people’s pet photos. So September, is the time to get focused on big work rather than busy work. I set limits on the amount of time I allow myself to spend on email and social media.

Holidays are closer than you think. From Halloween to New Year’s Day, life is usually a blur of activities. So this month I think about the coming months and start making a plan so the holidays are less stressful and more blissful.

For me, this time of the year brings a sense of new beginnings. Not sure where it comes from, but I love it. It’s the reason it’s one of my favorite months of the year, and also my most productive.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.

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Fake Reviews are Worse than Bad Ones

September 13th, 2012

Recently I read an article published in the New York Times called, The Best Book Reviews Money Can Buy, by David Streitfeld, about authors who are paying for reviews in order to help promote and sell their books and increase their visibility. Instead of real reviews from real people, these paid for, all favorable reviews, are written by people who are just churning out reviews, and sometimes don’t even read the book they are reviewing.

Then another story broke about British crime writer RJ Ellory who wrote fake reviews of his own books. These stories made me wonder why authors would pay for reviews or plant fake reviews.

In my opinion, fake reviews and paying for compliments is not the route anyone should take. Yes, the book publishing market is competitive and positive reviews can drive sales, but taking the fast, easy and fake route is not going to build a long term brand.

I too was taken in by what I now believe were fake reviews. I usually buy books not based on the reviews on Amazon but by the recommendations of my colleagues, friends or social media community. But one night, I was looking for a book on a new topic and decided to look on Amazon. I downloaded a book with many great reviews, and began to read it right away. Within a few pages, I realized the book was just not good. It was not worth reading any more of it and I just felt cheated. I will never buy another book by this author, or follow him on Twitter or read his blogs. Nor will I trust the reviews on Amazon.

Cheating people and lying to them is just not the way to build a career. The Internet has a long memory and links to negative stories may never go away. Living and breathing public relations every day, where we promote books, authors and brands, I am sometimes asked to write reviews for authors we work with because those authors know I already believe in their book. I wouldn’t take on a client if I didn’t believe in the quality and content of their book, so it may seem like a no brainer for me to write a review. It’s just verbalizing what I already believe, right? Not exactly. It’s a complete conflict of interest for me to cross that boundary and write a review for an author whose book we are hired to promote. I never do it. It would damage our credibility as a company. At FSB Associates, we help build our client’s reputation for the long run.

The pathway to success in book publishing is not found in the snake oil of fake reviews. Just because something can be done online, doesn’t mean it should be done. My advice to authors is to focus on your expertise and engage with readers authentically — it may seem like a slow build and it is but it is well worth the effort.

When you try to short cut your way to success with fabricated glowing reviews, it’s a breach of ethics with your readers and your brand. Your readers may find out and never will your personal brand be associated with authenticity or truth again. Don’t buy fake rave reviews, or Twitter followers, in the long run they do you a disservice by making you lose faith with fans, readers and potential readers.

The only thing fake reviews will do for your personal brand and book is ultimately erode it.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.

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10 Skills to Thrive in PR Learned from Reality TV

September 5th, 2012

I have a confession to make. My guilty pleasure is reality competition shows like Project Runaway, Top Chef and Amazing Race. I know I am not alone because all these shows have seen years of success and ratings. Recently, I thought working in PR is a lot like being a candidate in a reality competition: same pressures, same deadlines, same high expectations. I also noticed that there are some common skills between the candidates who do well in these shows and the ones who are successful in PR.

Here’s my take on the skills you need to be successful in PR and reality TV:

1. Be open to new ideas — Be a constant student and be open to discovering new ways of doing things. PR is always evolving and you should be too.

2. Initiative — Do more than what was asked of you. Not only will your initiative be appreciated by colleagues and clients, you will be setting a leadership example for those around you.

3. Teamwork — If you are a team player, you probably have the right attitude. You can’t be a component of a team if your only focus is to grab the limelight for yourself. Instead, be a team player by talking less, listening more and encouraging each member of your team to play up their strengths.

4. Time management — If you are late to work, late to a meeting or late with a project, you are saying a few things about yourself that are unfavorable. For one, you are saying you aren’t personally accountable or reliable and that’s not good. Two, you are saying that you don’t respect someone else’s time, also not good. Meeting deadlines is ultimately an issue of respect and trust — two things that are essential in PR.

5. Respect for others — Respect other people’s thoughts, ideas, insights and feedback and they, in turn, will respect yours.

6. Humility – Humility makes you likable and that’s helpful in any work environment. Remember PR is like fashion, “one day you’re in and the next day you’re out.”

7. Resilience – Resilience is all about sailing through the highs and the lows with a clear head and the ability to learn quickly from missteps. PR is full of highs and lows and there is nothing you can do to control that, but you can develop an attitude of resilience to get through the rough days. A healthy dose of optimism doesn’t hurt either.

8. Organization – You can’t survive in PR if you are not organized. A good rule to follow is to plan your next day before the current day ends. Tackle big priorities early in the day. Write everything down — on your electronic calendar or in a planner. Stay on top of everything. Best way to deal with the stress of PR is to stay organized. Here’s a blog I wrote that might help too: PR is Stressful, But You Don’t Have to be a Stress Monster.

9. Hard work – You can’t be a stranger to hard work if you want to work in PR. Roll up your sleeves and dive in. View each day as a blank slate and work as hard as you can — even on the days you don’t feel like it.

10. Curiosity — A curious mind indicates that you have a healthy attitude and the ability to incorporate new ideas — even when they are not your own.

A select few reality TV Shows aren’t without merit, but don’t tell my husband or he’ll roll his eyes at you too. Next time you watch a reality competition show, notice the traits of the best candidates. They may be more helpful than you thought in predicting your success in PR.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.

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PR Is Stressful, But You Don’t Have to be a Stress Monster

August 27th, 2012

I have seen PR people stressed out, screaming, sending emails in all caps, and worse. A new study puts public relations as number seven on the top 10 most stressful professions. As a public relations executive, of course I have days that are stressful, but I don’t think that has to make the entire profession stressful. Some of our industry’s drama may be self-induced. According to a recent article by Rob Biesenbach, some people take a “perverse pride in how stressed out they are,” as if people think their level of stress determines their importance — or the importance of their careers. It doesn’t have to be that way. I love my job. I know it’s important. I find joy in doing it well . . . but unless I am risking my life or the lives of others, my job cannot be that stressful.

If you want to move away from stressed out mode and alleviate some of the stress from your PR job, try incorporating some of these strategies.

Plan Ahead

Lack of planning or not anticipating the needs of reporters — especially tight deadlines — can turn into an emergency. Communicate often with your clients, and then communicate more. Understand publishing cycles, and prepare ahead of time by having client quotes ready. Get graphics and other media converted in all formats so you don’t lose an opportunity because of delay. Confirm the clients schedule so you can reach them quickly. Make sure all contact information is in a central place so others can step in and help if you can’t be immediately reached.

Realize publicity is not advertising

You are not paying a media outlet to promote your product or client. Basically, you are begging them to work on a story idea with you. If your story idea is good and you have targeted the right person, the chances are good that you can get a placement. If a reporter is not interested, has recently covered a similar story or her editor has chosen to go in another direction, there may not be much you can do. That is the reality of PR. Our clients pay us for our time, our expertise in knowing which stories have legs and our contacts. Unfortunately, this can make for the perfect recipe of miscommunication. If you can communicate honestly with your clients, things will be less stressful. Don’t over-promise. Even if your BFF is the producer for The Daily Show, you can’t guarantee an appearance for your client. Set reasonable expectations so your client is not disappointed.

Touch base often

Regular updates and reports keep everyone on the same page. If you are honest with your clients, they’ll respect your efforts. I tell my staff that communicating when things are not going as expected is critically important. Recruit your clients to help when things are falling flat or the reception is lukewarm. They may have great ideas to turn things around.

Keep Your Promises

One thing I hear often is that publicists don’t do what they said they would. In a job without guaranteed results, it is crucial that your clients trust your efforts. The best way to do that is to keep your promises — every one of them. If you say you’ll call in 10 minutes, do it. If you have a phone conference, never be late (or only once). Send reports on time and like clockwork. Be dependable, reliable and trustworthy.

Select Clients Carefully

Don’t fake it until you make it in this profession. It is important to pick projects based on your passion to promote them, and not by the money. Working on projects that you care about, makes begging and bothering editors, (oops, I meant following up, worthwhile.) Working on projects that don’t speak to you personally will make you feel like a fake. Fake communication is stressful and ineffective.

Relax, Breathe, and Smile

Sometimes things don’t go as planned or expected and during those times you just have to go with the flow. Remember to: Relax, Breathe, and Smile. A little perspective is a good thing. We’re not saving lives here.

Nothing you do will make your job completely stress-free, but it also does not have to be the seventh most stressful job in the world. Publicity can be a lot of fun, and when done with integrity, enthusiasm and honesty, it also can be respected.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.

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12 Ways to Build Your Brand and Promote Your Book on Twitter

August 7th, 2012

An author recently reached out to me via email and said, “I’ve been tweeting for a couple of weeks and don’t see a change in my Amazon ranking. What am I doing wrong?” I told him, “Nothing. Twitter is just not an instant fix. It takes a long time to build a community in social media.” That’s the honest truth, but there are still ways to make sure the time you spend on Twitter is as productive as possible.

You know the Twitter basics, right? You tweet. You retweet. You write Tweets in 140 characters or less. You keep your tweets short to encourage retweets and you aren’t confused by the terms or symbols of #hashtags or @Mentions. So what else? What’s next? Instead of giving you more of the basics, here are 12 ways to be more strategic about your time on Twitter.

  1. Help other people. This tip usually comes easily to authors and experts because they have been giving advice for years. Twitter just allows you to give it to a larger audience. Ever hear that if you help other people get what they want, you will get what you want? It’s true. Whenever you have any interaction, start with the intention to give more value than you receive.
  2. Tweet quotes. Your nonfiction book is filled with little tips of value, and I bet your novel is full of perfect little sentences. Share them on Twitter daily. Remember to keep them short (120 characters) so people can add a comment and retweet!
  3. Be polite. It may sound time-consuming, but it’s worth it. Every time someone retweets your tweets, thank them. You will create conversations and ultimately create relationships.
  4. Decide who you want to create relationships with and begin a conversation. Many of my clients find themselves talking to whomever reaches out to them. Instead you can be more proactive and make a list of the people you want to get to know. Whether it’s other experts in your space or media professionals, twitter is a great way to learn from others. Initiate contact by retweeting the content of others to help support and promote them and foster a good relationship. Remember not to spam people on Twitter or ask them to follow you or to retweet you.
  5. Post links to helpful articles, resources, tips and other books you enjoy. One of the best ways to become known as an expert is to be on top of the trends in your industry. Share tips from others, as well as articles and resources that consistently brand you in your area of expertise. Remember to stay in your lane. Don’t tweet things that are irrelevant to your brand.
  6. Host a book giveaway. There are so many ways to create contests on Facebook and Twitter. Free giveaways are often shared, so your followers will help promote your book for you.
  7. Study the competition. Twitter is an open forum for you to study other people who might be in your field of expertise. See what they are doing and what’s working for them and modify those tips for yourself to help market your book.
  8. Maximize your Twitter bio. Your Twitter bio is only 160 characters. Use the space wisely and provide a link to your Website or book. Be straightforward yet descriptive about your expertise and include your book title if you have room.
  9. Use the 4:1 rule. While celebrities might tweet hints about their relationships on Twitter and others might tweet a photo of their dinner, you will be missing a big opportunity if you only use Twitter to share bits of personal info. Instead, make sure most of your tweets provide definite value. For every few tweets that are helpful or provide value, write only one tweet that’s promotional about your book.
  10. Enlist raving fans (or family and friends) to help you promote your book. When people love your book, ask them to tweet about it using a hashtag of the title of your book so it trends in the Twitter world. Retweet those tweets from your fans on your Twitter feed.
  11. Do a YouTube video for your book. You know how you watch movie trailers before you head out to the movies? You want to know what you are going to watch before you head to the movies and buy that ticket. The same goes for your book. Create a promotional trailer of your book by reading some excerpts or discussing the main concept of your book. Once you finish, tweet it.
  12. Host a Twitter chat. Promote your expertise by hosting a Tweet chat. Come up with a short hashtag you can encourage your Twitter followers to use during the hour of your Tweet chat. Your Tweet chat can be a Q & A about your book, or you can take questions from followers for an hour at a designated time that you promote on Twitter.

As you work to market your book and become known as an expert in your niche, don’t forget to use Twitter to build your personal brand. More importantly, don’t expect instant success. Pace yourself and enjoy the journey. Let me know if you have any questions. Good luck.

© 2012 Fauzia Burke. All Rights Reserved.

Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.

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4 Ways to Maximize Your Book’s Content on Social Media

July 31st, 2012

If you are a published author, you’ve already done the hard part: You wrote your book and got it published. But don’t stop there. If you want to become known as an expert in your field, you need to build your personal brand. There are all sorts of ways you can utilize the content in your book to market yourself in the world of social media.

As an author of non-fiction, here are four ways you can maximize your book’s content:

  1. Tweet it. If you peruse your book, you will easily see quick sentences that pop out at you as quotable and are perfect for tweets. Look for those compelling quotes that showcase your expertise and are less than 140 characters. Find short quotes that people are likely to retweet. Create a hashtag using your book title each time you tweet to promote your book and create a dialog stream. You also can ask questions related to your book’s content to encourage conversation with your followers.
  2. Write a Facebook Post. You can create Facebook posts from quotes or excerpts from your book that are a little bit longer than tweets. Snippets from your book that are helpful to others or inspire dialogue among your Facebook followers make for ideal posts. You can also use the content of your book to write all sorts of tips. Tips are a great way to brand you as an expert because they are short, highly readable and easily shared. When your Facebook followers share your tips, they are helping promote you and your book.
  3. Create lists. To inspire more interest in your book or in you, create short lists that highlight your content. For example, if you wrote a cookbook, you could write a short list entitled, “Three Recipes You Can Try This Week” and use those three recipes to promote your entire cookbook. If your book is about fighting depression, write a short article on “Five Ways to Tackle Your Depression.” Articles that are written as quick, numbered lists appeal to people who are short on time but interested in your content. You can include a link to purchase your book and links to your social media sites within each article. Reach out to people who are likely to share your lists and soon others will be helping you to build your brand. You also can sign up for HARO, or Help A Reporter Out, and look for opportunities to share your tip lists with media outlets that are looking precisely for the type of content you write about. It’s a free opportunity to get press for your book.
  4. Compile a Blog. Each of the chapter headings in your book can be turned into blogs. Tease the content in your book by writing a shorter version of a chapter in blog form. It’s a simple way to create a quick blog and tout your book with a sampling tease of your content. Any stories you tell in your book or personal anecdotes you share also make for compelling blogs. Make sure to always include a link to purchase your book in every blog you write. It’s best to keep that in your bio.

Once your book is published, you have a library of material ready for marketing. Market your book and your expertise in the social media world with the valuable content you have already created. Foster your brand and become known as an expert in your particular niche by maximizing the content of your book. If you are reading this blog before you have published your book, start using these tips today. By the time you get published, you’ll have a following and a platform. Good luck, and let me know if you have any questions.

© 2012 Fauzia Burke. All Rights Reserved.

For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.

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