Emma Lombard on platform building

When I ventured into the Twitterverse, I was terrified. Having witnessed how quickly situations could turn toxic on social media, I didn’t want to involve myself in this world. But a huge part about being an author is putting yourself out there and social media plays a big role in that these days.

I resurrected my Twitter account in 2018 (dormant since 2010) and I most fortuitously tripped across the #WritingCommunity.

Tentatively Venturing into Social Media

I spent months fumbling my way around Twitter, feeling insecure and unsure about what to do – or more importantly, what not to do. I didn’t want to step on any Twitter toes. I started posting Twitter Tip threads that garnered a lot of thanks and praise from those still learning themselves. I ended up with so many Twitter Tips threads that I decided to put them together as my first blog, TWITTER TIPS FOR NEWBIES. It has turned out to be a big hit with folks, as have my follow-up blogs in the series.

I’m no expert in social media, in human relations or in the publishing industry – I have a little more knowledge than some folks and a whole lot less knowledge than others. I share my own experiences. Sometimes, all folks need is to know they are not alone on their journey and that others are experiencing similar challenges.

[bctt tweet="Sometimes, all folks need is to know they are not alone on their journey." username="LombardEmma"]

Figuring Out How Social Media Ticks

I research blogs and online marketing sites for advice. Social media is an evolving platform, so I figure that reading the most up-to-date news about its functions from those in-the-know is the way to go.

Interestingly, I found some marketing websites better and easier to understand than Twitter or Facebook’s help sites. The best sites for me are the ones with pictures or videos. Bless all those guys and gals who know how to record this info and upload it!

One thing I like to do on Twitter is to boost those who have fewer than 1,000 followers. I don’t do this to encourage folks to play the numbers game. I do it because Twitter analytics don’t seem to give any traction to the posts of those with fewer than 1,000 followers. This came from my personal experience – I found that once I tipped over the 1,000 mark, I popped up on people’s feeds and they interacted with me more.

[bctt tweet="One thing I like to do on Twitter is to boost those who have fewer than 1,000 followers." username="LombardEmma"]

Taking Care Not to Be Overwhelmed by Social Media

One huge job for me is screening new followers on Twitter to decide if we’re compatible. I don’t blind follow (I made that rookie mistake in the beginning). As part of my daily Twitter housekeeping, I do a quick screen for bots – they’re easy to spot – and I block them instantly. For everyone else who’s a real person, if they interact with me on my feed and I see that they are following me, I screen them for compatibility and if we’re a good fit, I follow back.

This process keeps me supporting and following new folks while not being overwhelmed by a large number of followers. I realise I’m in a fortunate position and I can only thank the lovely peeps in Twitter’s #WritingCommunity for making this happen.

I’ve taken my time about building my author platform, only extending myself into new areas once I was comfortable with a certain niche. I began with Twitter, then branched out to blogging and my most recent endeavour is my Facebook author page.

Should Writers Have a Large Social Media Following?

Hoo boy! This is a loaded question with so many varying opinions, including from editors, agents and publishers! From my understanding, it is essential to have a decent social media following if you are planning to self-publish or if you are going down the traditional publishing route with non-fiction. The jury is still out in my court whether a large following is essential if you’re planning to be a traditionally published fiction author – some agents say you do, some say you don’t.

[bctt tweet="From my understanding, it is essential to have a decent social media following if you are planning to self-publish." username="@LombardEmma"]

I think folks need to do what they are happy and comfortable with. Not everyone is comfortable with having thousands of followers because they don’t feel they can connect with that many people, while others feel it’s important to have that broader base to work with when it comes to their marketing strategies. 

However, I will add that I’ve not yet seen a hard-sell marketing campaign on Twitter succeed in any sales; but I have seen dozens and dozens of books bought by folks who have a relationship with authors. The key factor, whether you have 100 followers or 100,000 followers, is positive engagement and interaction, which is integral for building those relationships.

Lift Others Up

Genuinely engaging with folks online (aka, your potential readers) takes time and energy but if you are planning on building a supportive following, you need to put the work in – it’s like anything in life really. If you are only in it for the numbers, most people will spot you from a mile away. I believe you earn your true followers through engagement. Having thousands of empty followers isn’t going to make people buy your books, read your poetry or sign up to your blog.

[bctt tweet="Genuinely engaging with folks online (aka, your potential readers) takes time and energy but if you are planning on building a supportive following, you need to put the work in." username="@LombardEmma"]

I’m not on social media to compete with other writers, I’m here to share in their journey and share mine with them. By lifting other writers up in Twitter’s #WritingCommunity, I have been lifted, supported and loved tenfold by so many wonderful folks. 

What the Pros Have to Say

That’s my rookie two cents' worth. Here’s what the publishing pros have to say about building your social media platform as a writer:

1. A great Twitter thread from Megan Manzano (@Megan_Manzano), YA Editor & Book Blogger - Agent Apprentice @CorvisieroLit - 1/5 of @WriteCraftQuest and #Pitchwars Mentor: tips and tricks to help build your social media platform

2. A one-hour-long vlog from @WriteCraftQuest – A collective of #editors supporting writers on their publishing adventure @Maria_Tureaud @SouffleLumiere @Megan_Manzano @Justine_Manzano: Social Media Dos and Don’ts for Writers

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Emma Lombard was born in Pontefract in the UK. She grew up in Africa - calling Zimbabwe and South Africa home for a few years - before settling in Brisbane, Australia nearly 20 years ago. She writes historical fiction and keeps platform-building authors on their toes as the #WritingCommunityMum

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