From Digital Book World:
When I ask new email subscribers to tell me their number one book marketing challenge, the answer is overwhelmingly the conundrum that is social media: it takes too much time, and the results are difficult to measure. I agree.
Without a solid understanding of how social media does and doesn’t work, authors resort to the splatter method. But trying to hit every social media channel is a poor marketing strategy. On the contrary—you can successfully sell more books with less social media in four steps:
1. Find, build and target your proprietary audience.
2. Choose a primary social media channel for engagement and selling based on five specific criteria.
3. Designate social media outpost channels to direct potential fans to your primary social media channel.
4. Create a content system designed to foster engagement first and sell books second based on authentic author interaction with fans.
. . . .
Finding your readers shouldn’t be like playing Where’s Waldo. Here are a few tactics to find out where your readers are on social media.
• Survey your own readers. If you don’t know the social media preferences of your readers, ask them. You can send out a free survey on Survey Monkey or Google Forms to all your readers via email and social media posts. Find out who they are (demographics), where they spend their time on social media, and what other authors they read.
• Check free general use statistics on Pew Internet and other free data sites. Pew Internet provides the most reliable and extensive data on social media use worldwide. There are reputable marketing sites like HubSpot, Buffer, Marketo, Nielsen, Social Bakers and others that also publish free periodic data reports on social media use.
• Check your social media channel data. Most major social media channels will give you data about your followers.
• Check with your professional associations. Some writer organizations, such as Romance Writers of America, offer data about the genre’s readers to members.
Link to the rest at Digital Book World