The persona you project through social media can make it or break it for you.
You can do all the right things like posting consistently and engaging with fans, but if you are boring or you roller-coaster through different personality styles, people will break up with you.
And breaking up is hard to do.
You can increase fan retention and draw new fans simply by establishing a consistent online personality that people will associate with your brand or author platform. Are you a homespun country wisdom type? Authoritative and professional? Edgy with a touch of sarcasm? Charming and witty? Informal and fun? Urban and intense?
If you feel unsure about your social media personality type, try this exercise suggested by Phillip Davis of Social Media Examiner. Compare your brand to a type of car, a hotel chain, a favorite author, a television show or movie, or even nature to ascertain what best represents you. Are you a well-loved old Volkswagen Beetle or a substantial shiny new Hummer? Motel 6 or a luxury spa resort in Tahiti? Shakespeare or Stephen King? M*A*S*H or Criminal Intent? Mt. Vesuvius or Mt. Rushmore?
Once you’ve honed in on your style, you’ll have more success if you keep a few pointers in mind on using your social media personality effectively.
Be authentic.
Be yourself. Be open, conversational, responsive, respectful and engaged. No matter what your personality type is, be real. Fans love getting to know the person behind the platform, brand, or product. Do show some restraint with radical opinion, unless your platform is equally radical – then go for it.
Be flexible.
Share your latest event or piece of news, but also post relevant photographs, quotes, videos, and third-party content that your particular set of fans would enjoy. Comment on them to spark conversation.
Be responsive.
Interact when people comment, share your information, and ask questions. If a fan leaves negative feedback, respond to them quickly and respectfully. Even if that fan cannot be satisfied, others are watching and will view you positively for addressing the issue. If you encounter a fan who becomes hostile, uses profanity, and wreaks havoc, delete them from your social media account. And don’t feel bad about it.
Figuring out your social media personality and using it consistently will draw fans and keep them there. You want them to stick around because when the next big thing happens – like a new book published or a fun event – your loyal fans will buy your book or attend your event and tell other people via social media.
Now get out there and be social, edgy Mt. Vesuvius in a black and silver Hummer.