This blog, like every other blog, gets a lot of spam comments. Most of them are nonsensical, posted by bots in the hope that there’s no spam filter and the comments will remain as links back to the spammer’s site. Many are in other languages and even other alphabets. I regularly get comments in Chinese that are a full screen long.
Sometimes I get one that makes me chuckle, and then makes me think. One such message began with, “Hello, I am a professional social media business manager, obviously.”
At first chuckle, I mentally edited it to read, “Hello, I am a spammer, so I’m a non-professional social media business manager, obviously.” Then I thought about the implications of this message, and what bloggers—especially authors—might think when reading it. After the opening paragraph, the spam comment goes on to say:
(Just to get this out of the way, please assume a great big red [sic] plastered across everything I copy from spam comments.)
We all need metrics in our lives. We need a way to measure how we’re doing. Authors often use book sales, but that information isn’t updated that often for print books. Most traditional print publishers issue royalty statements semiannually, so it’s hard to tell how effective that email you sent last week was. Alternatively, we might use placement on Amazon category bestseller lists, but that only measures Amazon sales, which are a tiny fraction of overall sales for some of us. The last time I ran the numbers, Amazon was responsible for less than 1% of the sales of my Who Pooped books. But there are a few metrics that are up-to-the-minute, and Facebook provides one of them: likes.
It’s tempting (and easy) to measure our self-worth by the number of Facebook likes on a page. Was my last comment witty enough? Let me see how many people shared it. Are people excited about the book signing I announced yesterday? Let me see how many people “liked” the announcement.
Likes do more than that, though. When somebody clicks that like button on your page, they’re going to see the next thing you post, too. That helps to build what publishers call a “platform,” and a good platform can help you land the next book contract. I’m not saying Facebook is irrelevant to writers. As I’ve said before, Facebook can be a great tool for us in ways you might not expect.
This spammer is striking right at the heart of our self-worth as writers. She (apparently, her name is Karen) is offering to sell us likes. Thousands of people hanging on our every word. Our blogs flying to the top of Google search results. Our sites become “relative and authentic!” We get bragging rights! Legitimacy! A real platform! And it doesn’t stop there!
Let’s back up a minute here. Why did we start using social media professionally in the first place? To help us sell our books, of course. Even if Karen the Spammer followed through on her promise, you wouldn’t get 10,000 people following your tweets because they want to buy your books. You’d get 10,000 bots, shills, and hacked accounts. You’d get people duped by a spammer into clicking a “like” or “follow” or “+1” button.
Metrics like Twitter followers are, indeed, important to celebrities. I doubt, however, that Justin Bieber became the 2nd most followed person on Twitter (at the moment) because Karen the Spammer delivered a million paid followers.
“Ah, this is all just sour grapes,” you may be thinking. “This Robson dude doesn’t have a million followers on Twitter. Heck, he doesn’t even have a thousand.” True, I don’t. Given the right “social media business manager” and an appropriate budget, you could have ten times the likes and followers I have in a matter of days. Maybe even a hundred times.
But does it sell your books?
I confess. I’ve gotten caught up in the drive for followers on some of my business pages. The first time one of my posts on this blog got over 100 views, I was ready to throw a party! But 1,000 views or 10,000 likes or 100,000 followers won’t pay the bills. It’s dangerously easy to spend your days fighting for social media metrics instead of writing books, putting on book signings, doing interviews, and sending out queries and proposals. It’s important to use social media for marketing, but we have to remember we’re writers, and writing pays the bills.