Social tools have become an integral part of our personal and business lives. An estimated 80 percent of Americans use social networks, and 54 percent of social networkers follow a brand via Facebook, Twitter or LinkedIn.

Consumers follow brands online for specific reasons:

1. They want to research products or services before purchasing them.
2. They want to peruse customer reviews.
3. They want discounts.

It’s a given that potential book buyers will investigate your book online before buying it. If you’re an author, it’s smart to include social tools in your marketing mix.

What is “relevant” content?

You’ve likely heard that online content must be relevant for your target audience. But what constitutes relevant content?

Perhaps a better way of defining relevant content is to identify irrelevant content. Let’s examine three Twitter updates posted by business professionals. My reactions are in parentheses.

 “GREAT NEWS!!!” (Unless I know and love you personally, all caps and triple exclamation points do not entice me to click your link.)

“Just woke up.” (Really? I tweet while I’m sleeping.)

“Just ate supper. For some reason I feel like I’m going to get sick.” (Visualizing you getting sick nauseates me. Unfollow.)

To test whether an update is relevant, remember one key fact:

Your prospects and customers don’t care about you.

Unless you’re a chef, they don’t care what you’re cooking for dinner.

Unless you’re a celebrity, they don’t care who your latest love interest is.

Stop subjecting your audience to pointless updates about your personal life.

What’s In It For Me?

A second sad fact of life for authors who market their books online:

The general public is not on Facebook and Twitter for the sole purpose of buying your book.

They’re there to jaw with friends and relatives, to look at pictures and watch videos. Meet your customers where they’re at by crafting content that focuses on them.

• Ask them questions.
• Find out their challenges (related to your book’s topic).
• Help them solve problems.

A mix of useful tips, interesting news and entertaining tidbits keeps your audience engaged.

“Buy, Buy, Buy” = “Goodbye”

People who follow authors on social networks love getting exclusive deals. They love posting reviews and testimonials about books they’ve purchased. But they hate “buy, buy, buy” messages.

Librarian and author Judy Gann, who trains publishers and authors how to sell their books to libraries, posted this soft-sell message to the Library Insider Facebook page:

“Drooling over the gorgeous library promotional brochure Library Insider client Ann Shorey’s publisher created for her. Wow! Can’t wait to hear the response from librarians.”

Judy’s update is personable, allowing prospects to get to know them in a no-pressure environment. Rather than shouting, “Buy my stuff!” her update subtly focuses on the benefits customers receive from using her services.

Your assignment

During the next 30 days, craft 12 relevant, entertaining social updates that focus on your customer and use the soft-sell approach.

In Part 2 of this series, you’ll learn how to share those messages across multiple social and mobile platforms.

This article was originally published in the Snohomish County Business Journal, January 2012. Reprinted with permission from the author.