It’s been one year since I started freelancing full time. The good news is that it’s going well. The bad news is that the financial complexities are exceeding my entrepreneurial experience. So I decided to enlist the services of a financial planner to analyze my situation and make recommendations.
The first step in the process is data discovery and collection. I spent all day Saturday—nearly a full eight hours—gathering paperwork and preparing estimates. Some of it is pure number crunching, but there’s also an aspect I didn’t anticipate: a lengthy questionnaire about my behaviors, attitudes, and knowledge about money.
I’ll be blunt: When it comes to personal finance, I know nothing. In a question asking what publications I read to stay informed about financial news and concerns, I couldn’t confirm having read a single one. On a full page of questions about financial management, I had to answer “Not Sure” for all.
I felt slightly better when my partner completed that page in exactly the same manner.
Cut to another entirely different scene—
I’m on a message board where I spot the very frequent question: Should I start a Facebook author page? I get asked this question at every single conference I attend, even when I’m not speaking on social media. And I find it an impossible question to answer in a roomful of people.
And that sparked a realization about the financial questionnaire: It wasn’t a test. I wasn’t supposed to be embarrassed by my lack of knowledge. Rather, it was a way to understand what kind of plan will work for me. The plan has to meet me where I am right now, and what I am capable of right now—while also addressing where I want to end up in one year, five years, ten years.
Financial planning advice is not one-size-fits-all; if the financial plan doesn’t take into account your unique situation and how you behave around money, it’s not going to succeed.
Same is true of social media. I need to know your own behaviors, attitudes, and knowledge about Facebook—not to mention social media, online marketing, and platform building—before I can offer advice that even begins to adequately answer the question of whether you should have an author page. (If you want my starting, big-picture thoughts, read my post on Facebook for authors.)
Occasionally authors hire me for platform consults, and to help facilitate the process, I also created a questionnaire. It’s exhaustive, and in addition to asking for the numbers, it asks about emotions, attitudes, and goals. That information is often more important than the numbers. If your best opportunity would be pursuing Twitter, but you abhor it, then it’s not in anyone’s interest to attempt a strategy focused on it.
I also find that some people can’t fully complete the questionnaire because they don’t understand what I’m asking for. That, in itself, speaks volumes—just as my “Not Sure” finance responses tells my planner that she should avoid suggestions that require a high level of existing knowledge or expertise to manage.
This explains much of the contradictory advice you’ll find related to online marketing and social media—why there’s so much disagreement over something as simple as “Should I start a Facebook author page?” or “Should I blog?” These issues aren’t black-and-white, and well-meaning people can end up giving bad advice to people who are at very different stages of their careers, with different goals, and different attitudes when it comes to online engagement.
The good news: You can trust yourself to make many decisions, even if you’re not so experienced. Pay attention to how you feel about your actions and the results. Be self-aware about what’s building your energy versus depleting it. And if and when you want to approach it with a more professional or strategic eye, hire someone to help you that’s focused on your attitudes, strengths, and assets—so they can make recommendations that fit your personality.
What general social media advice has worked for you? Do you follow any big-picture principles to guide your strategy?
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About Jane Friedman
Jane Friedman has more than 20 years in the publishing industry, with expertise in digital media and the future of authorship. She's the co-founder and editor of The Hot Sheet, the essential industry newsletter for authors. You can find out more about her consulting services and online classes at her website, JaneFriedman.com.
I agree that there is so much confusing information about using social media, I find the best is to dissect all this information and find the ones that suits you best and don’t follow the crowded confusion
It’s great when one aspect of your life can suddenly illuminate another, seemingly unrelated area, isn’t it?
I think a lot of the contradictory advice also comes from the fact that we often hear “this worked for me, so you should do it, too!” The problem is what works for YOU may not work for ME. It’s a very easy trap to fall into when giving advice.
Marvelous! As a former history teacher I had a head-slap moment to read this: of COURSE we need to consider where each of us are in our personal journey before dispensing any “timeless” advice. Really appreciate reading this.
Jane,
Not only did I totally relate to your experience with the financial questionnaire, but I also related to the feeling of overwhelm with regard to Social Media. I had an agent tell me to just ‘do it’, because I ‘had to’, but that was the extent of the guidance I received. That was 4 years ago. These days, after feeling out a few different venues, I’m discovering that I feel more comfortable doing some things than others. I’m a visual person, so Pinterest appeals to me, and I was pleased to discover that there are books on the subject. The key for me was to let go of what I thought I should be doing and follow the energy. To my surprise, a big-picture strategy is emerging out this in a veryorganic way. I’m getting more comfortable with life on the learning curve, too. Thanks so much for talking about this today.
“Be aware about what’s building your energy versus depleting it.”
Thanks for this simple but wise advice, Jane. It explains why I love Twitter–it’s fast, easy, I learn stuff and make new friends. It also teaches me how to write short, compelling messages, a necessary skill for all writers. Thanks for giving me something to Tweet about this morning!
“The good news: You can trust yourself to make many decisions, even if you’re not so experienced. Pay attention to how you feel about your actions and the results.”
Love this advice! I’m the kind of person who won’t just do something because I should; I need to have my own purposes. So I didn’t start a blog until I had a vision for what I would write there. And I didn’t manage a regular posting day until two years later when I took platform and number pressures out of my blogging purposes. I didn’t go on Twitter until I really wanted to talk about So You Think You Can Dance with other obsessives. I didn’t start a FB author page until I decided what I’d post there that was different from my personal page. I’ve felt my way through this, and while I’m not a massive success or anything, I have a social media presence that I feel good about and that I know can grow.
Thank you for taking some of the heat out of the social media dilemma. I find that I make much better decisions when twenty people are screaming about me about what I MUST do.
D’oh: when I ignore the 20 people screaming at me. That’s what I meant to say.
I like forums such as these. Never did care for the hyper-connectivity of FB, Twitter or other places.
Sage advice, as usual, Jane. Authors have to play to their strengths. If they’re not into Facebook, they shouldn’t go there. When it comes to social media, though, once an author makes a commitment he needs to stick with it. I use an integrated approach centered on my blog. I blog regularly and strive to deliver something of value to my followers. My blog posts go on Facebook and Twitter and I follow other blogs and contribute comments. I don’t get Pinterest at all, so I don’t use it. From a consumer’s perspective, they want value and consistency. If an author can deliver that and leverage it on social media, that author will attract an audience. Thanks again.
I began freelance writing and editing this summer. Regarding social media, I did exactly as you suggest–I set up what I am comfortable with. I started a blog, because I had really wanted to for a while and now I had a focus, and I started a Facebook page. The Facebook page is the easiest to share with those who love me, and, more importantly, for them to share with others. I already have had several potential clients. However, at this point I am simply advertising my blog. I know there is so much more I can do.
Facebook, my blog and other social media are options I will build as I learn. I have established aTwitter acct, revised my LinkedIn profile, and created a Pinterest Board, but I realize these are so small compared to what I can do to optimize. But each are on my To Do list to research and modify. I am in no rush, and this keeps me from getting overwhelmed.
Thanks, Jane. I think if we know ourselves and what makes us tick–and we follow that in everything we do, we will succeed. Even with social media. Okay, I am more unknown than known in the social media world, but the friends I have made are true and fast and they support me. It’s a start. My writing comes first and social media second. I don’t plan my life around Twitter schedules but I do tweet and it works for me. FB, that’s just for friendships.
I follow the engagement. If you’re hitting home runs in one field but can’t seem to get beyond a common bunt in another, you’d probably opt to spend more time in the lucky field, right? Meanwhile you take a trip back to the bunt-field every once in a while and try again; maybe you’ll figure it out. Or maybe you’ll just say, ‘eh, I quit you, field,’ which is my story with G+.
Love your advice about social media being an individual strategy. Being in the social media marketing biz I often get emails from frustrated authors who are succumbing to the pressure to use social media. It’s not for everybody and you don’t have to be on every channel to be successful at it. Thanks for helping to relieve the pressure.
Such a timely post for me. I am leaving for Australia today where I will speak at a conference, for the first time, on exporting wine to the U.S., finding an importer, building relationships, etc. And also have a new book coming out on that topic, in which I have a chapter addressing social media in the wine business (because you can’t escape it anywhere). My advice about using whatever social media fits your personality and inclinations is very similar, because if you do take it on reluctantly you most likely won’t keep it up or be very engaging.
In reference to wine people, if they want to engage with their customers, but spend most of their time in the vineyard and the lab, then perhaps a few words out about the brilliance of this year’s Syrah on Twitter works for them. If they love to write and want to wax poetic about terroir and vintage conditions, then FB or blog. And if they don’t write, but feel passionate about their little corner of the world, then maybe a YouTube video will be the answer.
I do much the same with clients sometimes. If they are embarking on a wine career, but don’t quite know whether they want a retail store/tasting room or be an importer or broker, we explore which one (sitting in one place with people coming to you vs traveling and cold calling, for example) will appeal to their personalities and objectives.
Thanks so much for this post! Timely and confirming as I am about to embark on my own new adventure today.
The most helpful advice I received was to shift the focus from self promotion to building a community of mutually supportive people.
Thanks, Jane!
I follow the idea that social media is about building and maintaining relationships. Period. So maybe I’m missing out because I don’t like automated tweets, if I see your tweet, I’d like to think you are there to respond to them. It’s a tough call because I know there are folks who say it helps “build a following” but do you want a following or do you want to create real connections? Thanks for this Jane (and by the way when you talk to your financial guy, make sure to ask him about taxes, that’s one place a lot of freelancers can really hurt themselves in the long run if you don’t keep up with that. Sorry, my hubby is a tax attorney, so I always ask).
No worries, I’ve had a CPA doing my taxes since 2006. :)
As a writer who is new at blogging, I am debating how much or too little, I should do social media. After all as writers today, it’s the “new” way to promote or work and it’s how avid readers found the latest books of new authors. But you’re right, we as writers have to figure out the best way to get our work known.
Jane – as always, excellent perspective! There are so many people out there with one size fits all approaches – to social media among other things – when there really is no such thing!
Well, that just throws cold water over my ten-things-an-author-needs-to-do-on-social-media post!
I think the problem is there is this “common knowledge” base that is thrown around the internet that is billed as the-way-things-are-done. The interesting thing is when I find people advocating for these things, invariably either they don’t do them themselves, or they do do them, but they have not been the silver bullet they claim. But it is easier to make empty gestures and feel you are moving foreword, than trying to solve the problem on your own.
Yes, I agree with this whole-heartedly! What a refreshing, reasoned approach to the topic. I’m saving this post to point to in the future. Thanks so much!
My best advisor is my wife. She does not tweet. She is not my facebook friend. I haven’t connected with her on linkedin.
Sometimes it’s easier to swallow somebody else’s whale than go fishing by yourself.
“Be self-aware about what’s building your energy versus depleting it.” I can relate to this. That’s why I stopped the insanity. It’s confusing as hell! You don’t know who to believe. After two years in this business, I now know it has to align with my life purpose and not just from a writer’s perspective. The strategy I follow today is different than what I used to ollow. It feels right, allows me to move at my own pace, and doesn’t leave me emotionally drained.
Thanks, Jane, for another awesome post!
Nice article Jane. I think it is important to know what you’re trying to accomplish before jumping in. Maintaining a meaningful social media presence requires a lot of time and involves a lot of different technologies.
Great post Jane! My best all-purpose advice for social media is to have fun with it. If you pick something that feels like a chore, you are very unlikely to create good content on that platform. There’s something out there for everyone, pick what you like and build your strategy from there.
“… Pay attention to how you feel about your actions and the results.” Wow, two Jane zingers in two days, the first from your post about FB on your web site I found yesterday. That one was (read it, it’s fabulous despite the many FB changes since it’s original publication) about interacting with people as if you’re with them in your living room. It helped me understand why the most successful marketers on Facebook sell so much. Now I have this statement, along with a SoundCloud audio from Adobe yesterday on cross channel marketing. For the first time I feel as if my gut is communicating with my mind for maximum results. The bottom line on all of it is the customer. If you’re not comfortable with the platform, or channel, you’re using, it’s going to show and distance you from them. I’ve found that I can collect data about what customers (readers) want most by having friendly, “living room” conversations with a wide variety of people, and I get that on both twitter and Facebook. I find those two channels are the most fun and relaxing, making it easier for me to *hear* what they want and assess whether or not I can deliver. I stopped blogging and was surprised at how much I missed it, despite the mess I was making of it. It was important enough for me to spend the time to learn how to do it better, and I’ve done my best to learn and continue to learn. What I’ve learned from unnecessary hair-ripping frustrations with self hosting is all it takes is one person to hear you for everything to fall into place. Just one person to create a loyal and grateful customer ready to spread the gospel of how fantastic your product is. But I’ve also found that once that friend is a customer, immediately cut off any further marketing with them and focus on the friendship. There are few things worse than betraying a friendship for a customer base. It’s rude and hurtful, and you can easily create an enemy. Treat others as you’d like to be treated, and do so where you’re most comfortable and relaxed. Business is like surfing a tsunami. Friends are the raft you hold on to during the ride.
It is expensive to publish a book. Even if it is self published. I am not wanting to sell my writings.. But I do have something worth writing about. This whole social media concept is new to me. I just recently signed onto Face Book. Can I use FB as my means of sharing my writings?
Sure, you can use Facebook.