I interviewed Sheri Brooks, of Purple Papaya, about her experiences using social media to promote several best selling authors. There’s some good stuff here about posting schedules, Facebook vs. Twitter… Well, read for yourself!
Q: Can you briefly describe Purple Papaya?
Sheri: Purple Papaya helps authors stay connected with their readers and retailers, both when they’re publishing a new book and in between times. We help our clients set themselves up on social media and with more traditional promotions, and we advise on best practices, assist with giveaways, design and manage advertising campaigns and marketing collateral.
Q: From a marketing perspective, what’s the difference between Facebook and Twitter?
Sheri: Facebook and Twitter are very different and should be treated that way.
Facebook offers a rich experience when it comes to marketing your brand. It’s like a mini, interactive website for your company. It’s not a replacement for a traditional website, but you can use it to feature a product, post photographs, or even schedule events. You also have a generous 420 characters for each post.
Twitter is great as a conversational tool and is inherently more ephemeral. You only have 140 characters, so you really have to keep it short and get to the point.
It’s really important to remember that you don’t have to use every social media tool available. Figure out what works best for your business and your customers.
Q: What lessons have you learned during the course of your Facebook marketing?
Sheri: I’m not sure these are so much learned as confirmed, but here are a few things to keep in mind:
- Share, don’t sell. Yes, you want people to buy your product or use your service, but if all you do is sell, people will start to ignore you. Instead, engage with them on areas of mutual interest as well as providing commercial communication.
- Go for quality, not quantity. It’s really easy to get hunt up on the numbers, but it’s a lot better to have 500 people who are truly interested in your product than 5,000 who aren’t.
- Don’t over post. People use Facebook to keep up with their friends and family, so don’t abuse their support by putting 10 posts a day in their feed. That’s a sure way to get them to block your updates.
- Don’t schedule all of your posts. Social media is supposed to be, well, social. Once you start using tools to push out your posts, you’re losing that social connection. If you have a post that needs to go out by a specific day/time, go ahead and schedule it, but please don’t schedule everything!
Part II of the interview tomorrow: tips for small business profile pages and CPM vs. CPC.