A while back I ran into a writer friend on the street, began chatting, and we ended up lamenting the complete disconnect between the popularity of our respective blogs and the number of books actually sold through them.
In a way it’s an idle expectation. I don’t blog specifically to sell things. I’ve put click-to-buy links up (hint, hint), but to me the blog is more a place where I can publish stuff that interests me (and hopefully you), such as my science posts – and, more to the point, engage in interesting discussions with the people I’ve made contact with through social media.
Still, I’d kind of hope there might be the odd click-through – you know, those large book covers on the right. No?
I’ve found it’s not just a matter of indifference. If I put up a post that directly promotes a book just published, my readership disappears. Those posts simply don’t attract many views by comparison with the others (especially the science ones).
It’s not just a ‘books’ thing. My sister teaches about making craft wools, mostly online. Her main business is in the US, where she regularly tours and lectures (Florida, in April). And she runs a good deal of social media to support it. Same deal. Direct promotions simply don’t work, and if you DO hard-sell, your readers go away.
The reason’s clear. People don’t go to social media to buy things. They go to be entertained, distracted, make contact with people – all free. What’s more, the defining nature of this media is a constant stream, like a radio or TV broadcast. That means content is transient. In fact it’s becoming more transient as time goes on. When I began blogging in 2010, my posts typically attracted a fair number of views for two or three days. Now the ‘novelty burst’ is down to 24 hours.
I suspect the reason for that is the spread of media. We have Facebook, Twitter, blogs, Pinterest, StumbleUpon (check it out if you haven’t already), Reddit, Google+ and a host of other services competing for our time. I’ve seen some scary figures about the actual time people spend on any one post, picture or thing – and the number actually browsed in any social media session. What that tells me is that attention spans are down.
As for using it to market? No. And yet, I suspect, most authors will have ready buyers for their books; and that highlights the real challenge for writers these days. Discovery. In that, blogging – and other social media – can help. But it won’t sell directly.
Have you had similar experiences with blogging and books? How do you see social media? I’d love to hear from you.
Copyright © Matthew Wright 2015