One of my pet peeves as a marketer, book reviewer and virtual book tour host is lack of information on author Web sites - or no author Web sites at all. That's why this Tweet caught my attention today:
My brain exploded with the insanity of this request. What could this agent be thinking to say using a free social network is a good idea in lieu of a Web site? Does this agent understand the importance of a Web presence for the future success of this author?
I had to find out more. Twitter is only 140 characters, so maybe I'd missed something important. Apparently, I didn't:
The firm - which specializes in author design - had worked with this publisher before and had a great experience. They were talking strategy, marketing tie-ins and other important items to create a dynamic Web presence for this author, who needs a professional site to promote her new trilogy.
The author's current Web site wasn't great and desperately needed a facelift - especially with this exciting new series hitting bookstores soon.
Just when the firm was ready with a plan, the publisher canceled the request because the author's agent said it wasn't necessary. Only Facebook was needed to make this author shine.
Huh?!
My head is STILL spinning with the wrongness of this thinking. This isn't about a firm losing a big contract; it is about an agent sabotaging a publisher's marketing strategy before it can even begin.
Here is why - in my opinion - Facebook-only promotions isn't a good idea for authors serious about succeeding in the tight publishing marketing:
- The author's publisher is offering to PAY for this Web site. Would any author in their right mind turn down a marketing freebie - especially from a publisher that excited about their work? Many publishers don't pay a dime to promote their authors.
- As a virtual book tour host and book reviewer, I rely heavily on author Web sites to flesh out my reviews, or to create unique questions for a great interview. If an author has a Web site hosted on free sites like Angelfire or Webs.com, I don't bother. If they don't have a Web site, they aren't serious about their writing career. It isn't worth it to chase information when so many other authors understand the benefits of a good site. I don't consider Facebook-only authors. Period. And I am not the only reviewer/interviewer who does so.
- Social networks are based on popularity. As technology improves and new services are offered, the number of users declines, sometimes to the point the networks go out. Look at MySpace. The former "hot network" is on the decline, and some aren't certain it can make a comeback. Here are other points to consider:
- If all of your promotions are tied to a social network, you are at the mercy of that network. Its success is your success. Its failure is your downfall.
- You must constantly review Terms of Service (Remember the outcry when Facebook tried to take control of all content on its network?).A network could suddenly decide to own all of your content - including excerpts and other information important to author marketing strategies.
- You must play by the network's rules in the network's environment.
- You are restricted to their platform design.
- Your fans may be on this network now, but for how long? Will you need to move your promotions to another social network, recreating static content that would be better served on a Web site?
- What about SEO? If you are only found on a social network, you have limited or no opportunities to improve your search engine rankings, making it even more difficult for fans outside the network to find you.
Facebook can be part of an overall marketing strategy, but to be the only Web presence for an author is dangerous and stupid. It won't provide a solid foundation for an author business plan, author brand longevity or long-term sales.
HOT TIP #1: If you cannot afford to hire a Web designer right away, get your Web site started by using a blog program. Typepad is very user-friendly and allows you to create pages with your blog. It is a low-cost solution to get you started. WordPress also offers the pages option in the free service. You can hire a cost-effective firm to create a unique design to make your blogsite stand out from others. Save money to eventually hire a designer for a dynamic Web site with great SEO.
HOT TIP #2: When you are looking for an agent, don't be desperate enough to take just anyone. Find out how they feel about online marketing strategies, Web sites, social networks and integrated, interactive campaigns to connect with fans.
This author should FIRE her brainless agent!
I currently have a website at webs.com. Not because I am not serious about my career but because at this time I have to be price conscious. I am working to save up the money to hire a web designer, though. The reason I went with webs is that I felt it was more professional than just relying on Facebook and Twitter to build my webprescence.
I agree, it is absolutely better to have a Web site that using a social network. But the freebies aren't the answer. With Geocities closing soon, it is a good sign that the days of freebie sites are numbered.
I strongly encourage you to check out WordPress and Typepad. WordPress has a free option at http://www.wordpress.com. Typepad now charges for it's basic blog, but it is very user-friendly and will get you started. Visit http://www.typepad.com for details.
If you can afford five bucks a month, you can do a Typepad blog, or host a template at a place like HostGator.
Another great option: Contact your local college or career center and find a student willing to work for a lower cost. They need the credentials; you need the Web site. It can be a win-win. Just be sure to get a recommendation from a professor.
Good luck!
weebly.com people. Come on!!!
http://klsyed.com
Ummm, a custom website should be a no-brainer to that author. Doesn't your agent work for you? The author should have final say over that kind of thing.
Unbelievable. My head is still spinning after reading this. Working in book promotion and also being a virtual book tour host and reviewer, I agree on the need for a good website. Social networks can't replace one.
I wander out to authors' websites evey day. I was just at one this morning and I was scratching my head thinking: why is the author's bio at the bottom of her "about the author" page below a bunch of links to other sites that will pull them away from hers, why isn't the cover of her new release on the front page–actually none of her book covers can be found on her website at all, even though we know covers help sell books, and why is there no media kit, no book signings listed, very little news of events the author is participating in? She's got a new release out!
I would consider finding a new agent if he said something like that to me.
How much do I agree with all you said… And what the heck is the agent doing for their money. More and more I am under the impression that agents are on their way out as the internet takes over. Sure some are really good but others do less than the authors themselves.
I had a web site set up as part of my deal, however as soon as I was able I took over running it myself as it was not even set up with tags to be spidered etc.
I say web sight is a must, to let you add your bookings, reviews, links etc let alone where other people pick up on items for tours and about the author.
Yes facebook as well, but a web site is a must and a free one even better.
I think the lady needs a new agent!
Barry
This is ridiculous, Angela, simply ridiculous. The website is the home base. This is where all the information is stored. This is where the press goes to get this information. When I have an author come on board with no website, blog or anything like that, I cringe because I know how hard it is for people to get a visual. That's like telling Paula Abdul (sorry, just watched American Idol) that she doesn't need a house, she can live right out of a hotel room!
Oops, to add to that, I wish I knew this agent's name because I would tell everyone in their mama to stay away from him.
I keep wondering what the agent "traded for." I mean, did the agent trade the website for an ad in The New York Times? There has to be a reason why the agent volunteered to save the publisher money.
Unfortunately, it was the wrong decision. A website should be the home base, so to speak, of a book author's online marketing campaign.
And, Cheryl, I so know what you're talking about. I check out author websites all the time and can't believe how difficult it is to find anything about the book or the author. I wrote a blog post that relates to this — budurl.com/huntandseek
Phyllis
CalltoActionWebsites.com
I agree, a WordPress blog is a brilliant tool, and can be combined with Facebook so posts to your blog go through to Facebook. Good info here. Thanks.
this is a very informative post.
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Facebook Woes Prove that Self-Hosted Is Best | Market My Novel // May 24, 2010 at 11:26 am
[...] year, I blogged about an agent who wanted to do Facebook-only marketing for its author – and what a big mistake that would be long-term. The recent Facebook upset proves [...]