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Take Your Writing Career to the Next Level with Social Media It started with Twitter: "CR is looking for a twitter-smart writer/editor to cover consumer issues in the first 100 days. Pls. send candidates," read the tweet from Giselle Benatar, editor in chief of new media for Consumer Reports. I tweeted back. We took the conversation to email (hey, that 140-character limit on Twitter can only take you so far), and within days I got the part-time gig as Consumer Reports' social media reporter. And where am I doing most of my work for Consumer Reports" On Twitter, at: Twitter, Facebook, LinkedIn, blogging . . . These and other social-media tools can help create and promote your platform as a writer. But how do you manage it all" How much time should you spend" And what's the best way to use these tools" "What results do you want"" asks Chris Brogan, president of New Marketing Labs, a new-media marketing agency (www.twitter.com/chrisbrogan on Twitter). "Engagement" Start a blog, be open to the comments and then make sure to go off and comment on other people's blogs. More sales" Start offering conversations around the material and promote links to places people can purchase the book as an aside in those conversations. There are ways to see results quickly," he says. Brogan suggests checking out these examples of writers who use social media well: http://www.twitter.com/paulocoelho http://journal.neilgaiman.com http://www.scottsigler.com Brogan's website traffic has tripled since he joined Twitter. "I start conversations all the time on Twitter that end up at chrisbrogan.com. It's how lots of the best conversations move back to my blog," he says. "I usually do this by asking an engaging question on Twitter and then providing a link to the post where the question's response would best fit."
Building Your Platform With Social Media Just like traditional publicity efforts, social-media efforts must be tended to, weeded, and watered -- even if they're not lining your pockets in direct ways, says Singer. "When readers comment on my tweets, blogs, or Facebook posts, I'm reinforcing my brand, thereby creating and cultivating a network of fans who read my books and blogs, which bring in money. Then I use my stronger brand to publish more books. In fact, I have a trio of books branded to my website, MommaSaid.net, coming out this year. Plus, I can get spokespersonships, video opportunities and writing gigs that pay because my platform has a solid footing in social media." One thing most definitely leads to another for ASJA member Meagan Francis (www.twitter.com/MeaganFrancis), who first wrote for the Chicago Moms Blog (www.svmomblog.typepad.com/chicago_moms). That led to her becoming involved in the Mom Road Trip (www.momroadtrip.com) last summer. It also helped her land her latest blogging job, for the biotech company www.23andme.com In addition, "I found my WEtv.com (www.WEtv.com) blogging gig through a Freelance Success contact, but the fact that I had a blog of my own helped me get the gig," says Francis. "I've also had editors find me through my blog, and I even got an assignment at Good Housekeeping based on one of my posts." "Twitter, Facebook, etc., are great for getting people back to your site, or for pointing out developments in your industry," says ASJA member Vanessa McGrady (www.twitter.com/40licious), who blogs at www.40licious.org. "Watch out for being too self-promotional, but if people like what you post, they'll go back to your site.?The thing to keep in mind is that social media is a tool, another avenue for a message. It's not magic. You still have to be interesting. But you might reach people you haven't before." "I use Twitter and Facebook to promote my ezine," says ASJA member Saxon Henry (www.twitter.com/saxonh). I do most of the promotion for the ezine on Facebook." There has been some discussion on the ASJA online forums about writing for sites without compensation and how it's not in the best interest of a true professional, she notes. "(But) I'm posting articles I've already been paid to write on sites like BlogHer and DivineCaroline, and it's helping my Google rankings, so it's not always just about the 'money in the moment.'"
A New Approach to Research ASJA member Linda Melone (www.twitter.com/fitwriter) uses Twitter to connect with other writers, fitness professionals, editors, and people interested in health and fitness. "I look for story ideas as well, which is why I also follow some of the big Internet-marketing gurus. They often post late-breaking news items relating to my specialties -- health and fitness," she adds. "I originally thought Twitter was a major time-waster -- and it could be if you allow it to be -- but it's all in how you use it." "I think the key is to pick one or two reasons why you're going to use Twitter and then stick to that," says freelance writer Michelle Rafter (www.twitter.com/michellerafter). "I'm using it strictly for business: research, reporting or finding sources. I use Twitter's search function to find potential sources and follow them. Then once they accept and follow me back, I DM (direct message) them to request an interview. If I'm on deadline and they don't DM me right away, I will send an @ message to them, or if they have a website or blog listed in their profile, I'll follow the link to try to find an email address to contact them that way." Rafter says she also uses Twitter for reporting things that interest her -- and as a way to take notes for blog posts. "For example, I tweeted about the new www.WhiteHouse.gov website immediately after Obama's inaugural address and then afterward gathered up all my tweets and created a blog post out of them," she says. "When I needed a source in a hurry on a Sunday evening, for a story due on Monday, I contacted Peter Shankman (www.twitter.com/skydiver) at HARO (www.HelpAReporter.com) and he sent out an immediate tweet," says ASJA member Lisa Collier Cool. "Within 5 minutes, I heard from at least a dozen sources with excellent credentials -- and was quite impressed at the power and reach of this medium. Shankman will send out a tweet for any urgent media query, free."
Can Social Media Help Me Meet Editors" Social-media status updates and frequent blog posts are good ways to spread the word about your writing. After I mentioned, in a Facebook status update, that I was writing an article about summer camps, an editor emailed almost immediately to ask about buying reprint rights to the piece. "I got an assignment from an editor who contacted me after reading one of my status updates on LinkedIn," says ASJA member Susan Weiner (www.twitter.com/susanweiner). "Another editor gave me an assignment that was inspired by one of my blog posts, adds Weiner, who blogs at www.InvestmentWriting.blogspot.com. "I recently followed an editor at a parenting magazine via Twitter and she followed me back," says Francis. "We swapped a few direct messages. Next time I pitched her, I got an assignment -- though it had been two years of querying and I'd made no headway before that!" Out of the blue, "a copyeditor at the Star-Ledger (the New Jersey daily) asked to link with me on LinkedIn," says ASJA member Michele Hollow. "I had freelanced for the Ledger's Home section, but never worked with this person. She asked if I was interested in a freelance position editing a business magazine for the New Jersey Chamber of Commerce. When I got there for the interview, (the interviewer) said 'If Marcy (my LinkedIn contact) recommends you, then you are hired.'" "I started a profile on Facebook and quickly added staff members of the new magazines (that I was writing for) to my growing cadre of friends," says freelancer Lydia Dishman (www.twitter.com/LydiaBreakfast), who blogs at www.lbdcommunications.blogspot.com. "Sending casual comments and emails to my editors allowed me to create a virtual-office environment and cement the idea that I was one of the team, even though I was working from my home office and only joined them for occasional meetings. I quickly rose to the rank of contributing editor at one pub and became the go-to reporter at the other." When Dishman signed up for a Twitter account last October, "I was immediately connected to a whole community of creatives in my city that I'd heard about, but had never interacted directly with before. The group formed a social media club and we all met for the first time. We had a great time calling each other by our @ names. I met potential new clients that day, as well as other people who said they could refer me to their clients." Short Twitter exchanges with both freelancers and paid staffers "have opened a door to information and acquaintances that I just would not have access to if I sent an email or placed a cold call," says Dishman. Editors, too, are using social media to connect with their readers in ways that were unimaginable a few years ago. "My primary focus has been thinking about how to use social-networking tools to express Redbook's very genuine desire to 'meet women where they are,'" says Editor in Chief Stacy Morrison (www.twitter.com/bklynstacy), who blogs at www.redbookmag.com/health-wellness/blogs/stacy-morrison Morrison says blogging helps her show readers "that I am not about a prepackaged media experience; that I can share the rough edges and know that women really appreciate seeing that. It's like peeling back the curtain on something that has belonged to them all along."
But Why Would I Want to Follow 2,500 People on Twitter? "It's a stream, not a publication," says Bradshaw, a senior lecturer in online journalism and magazines at University of Central England in Birmingham. There are two fears related to Twitter, according to Bradshaw: The fear that you will miss out on something because you're not following the right person, and the fear that you'll miss out on something because you're following too many people. "I avoid feeling overwhelmed on Twitter by thinking of it as something I dip in and out of. I don't feel compelled to catch every tweet from each person I follow. It's a series of conversations," Bradshaw explains. "The more people you follow, the more chance you have of stumbling across something interesting," says Bradshaw. "The more diverse your Twitter friends are, the more likely you'll stumble across something useful from outside your immediate circles." And here's the really cool thing: You can follow a couple thousand people but still choose your favorites. TweetDeck (www.tweetdeck.com) is a Twitter reader that lets you categorize posts from your Twitter friends in various ways. I have one column that includes friends I know well. The next column is the entire Twitter stream. There's another column for replies to you and one for direct (private) messages. Using TweetDeck helps me see my entire Twitter stream while giving more visibility to my favorite "tweeps." For more information, check out this terrific article on how to use TweetDeck:
Safety and Security You can always choose to share more details with particular people after you get to know them. But you may want to be careful how much info you share with the world. There are ways to block people on every form of social media. If someone makes you uncomfortable, block 'em.
Watch Out For These Pitfalls
To Learn More . . . Grab a copy of Twitter Revolution: How Social Media and Mobile Marketing is Changing the Way We Do Business & Market Online (2008; Xeno Press) by Warren Whitlock and Deborah Micek. The authors offer tips, resources and strategies to guide your success on Twitter at an accelerated pace. Good stuff and easy to follow.
SIDEBAR #1
Chris Brogan Mari Smith Paul Bradshaw Deborah Cole Micek Warren Whitlock Guy Kawasaki Pete Cashmore Sree Sreenivasan Michael Martine
SIDEBAR #2
SIDEBAR #3 Are you on track with social media" You will be if you join us for this timely panel at the 38th Annual ASJA Writers Conference on Saturday, April 25, 2009 at the Roosevelt Hotel in New York City. Learn everything you need to dive into the fast-growing world of social media from our panelists: Stacy Morrison, editor in chief, Redbook magazine and www.redbookmag.com Peter Shankman, CEO of The Geek Factory, Inc. and founder of www.HelpAReporter.com Jen Singer, creator of www.MommaSaid.net; author of the Stop Second Guessing Yourself Guides to Parenting; blogger, www.GoodHousekeeping.com Amanda Wolfe, media editor, Parents magazine and www.parents.com Kathy Sena is a reformed social-media skeptic who writes about parenting, health, women's and consumer issues for magazines and the web. Follow her on Twitter at www.twitter.com/kathysena, visit her website at www.kathysena.com and visit her blog at www.parenttalktoday.com
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