Dear potential online friends: I’m not a target in your networking strategy, and I won't be another notch on your gun. Even if you are authors.
There’s a weird trend going around among authors on social media. They hit up as many fellow writers as possible with friend requests, immediately invite them to “like” their Facebook page ... and never have any other contact with them.
Then, they call it “networking.”
Often, these authors only post about their books, sales milestones and positive reviews; they don’t bother to visit other profiles after their request is accepted, and they don’t manage to post anything much about themselves except for industry stuff.
It reminds me why I never liked cocktail parties, where the whole point of the evening is to make contacts, exchange business cards, and talk about inane subjects everyone is certain to forget five minutes after the party’s over – if not sooner.
I don’t know if the same thing happens in other fields, but I do know I didn’t get a lot of requests from fellow journalists when I was working in newspapers.
Look, I like connecting with authors because we have something in common. I also like connecting with Star Trek fans, classic rock connoisseurs, old highway enthusiasts and people who are into mythology. But adding someone to your social media “stable” and then proceeding to ignore them isn’t connecting. It’s putting another notch on that Facebook gun of yours.
I remember going to churches where pastors lamented the need to “grow their flock.” There weren’t enough warm bodies in the pews, and the way they talked about attracting new visitors made it sound like a numbers game. The focus wasn’t on getting to know the people as individuals, it was on adding more “souls” (who could put enough money in the offering plate to keep the church lights on and, of course, pay the pastor’s salary.)
Authors have more of an excuse. It’s difficult to support yourself putting out books, and marketing is as much a part of the job as writing – if not more. When book sales slump, people get desperate and start throwing “publicity” at the wall, hoping something sticks. I know what this desperation feels like: I’m going through just such a slump right now. But I also know it doesn’t work: When people start throwing random ads at me, I tune them out. It also alienates people who might be able to help you if you took a different tack.
Like, maybe, trying to get to know them.
What if you treated social media like a visit to a new neighbor’s home? You wouldn’t go over and knock on the door, wait for it to open, then just stare at the person for a moment and walk away. You’d introduce yourself, give them a bit of background on yourself, tell them it’s nice to meet them and maybe say something complimentary about their home.
Perhaps you find you have something in common; perhaps not. After a couple of minutes, you excuse yourself and leave. Maybe you leave it at that. Or, if you enjoyed the conversation, maybe you ring the person up a couple of days later and invite them out for coffee. Maybe then you start talking a little about your books ... along with other things you have in common. You forge an actual friendship.
One thing you probably shouldn’t do when you go over and introduce yourself is push your way past your new neighbor and into the house without an invitation.
On social media, that’s what it can feel like if someone immediately sends you a direct message. Somehow, we’ve had a hard time translating the social protocols we’ve developed in the real world to the online environment. Maybe it’s time we started doing so. (When sending naked or half-naked selfies to strangers has become common practice, that’s a pretty good sign we’ve lost our bearings.)
I’m friends with a good number of authors online – because they’ve let me get to know them, and vice versa, not merely because they’re authors. I’m friends with other folks who aren’t writers, too, and I feel more comfortable with some of them than I do with many of my author friends. Because, even though I’m an author, I don’t like to talk about writing all the time. I like to talk about music and history and science and politics and philosophy and a host of other topics, weighty and frivolous.
Lately, I’ve become increasingly more selective about the people whose requests I accept. I’ve become aggressive about weeding out potential spammers and scammers, and I’ve started watching new friends I do accept closely. Do they bother to comment on something I’ve posted? Do they post their own thoughts, or do they just repost links? Are they continually asking their contacts to buy this product, sign this petition or contribute to this cause?
Or are they people, authors or otherwise, who I can feel comfortable being friends with – even if it’s only online? I’m not trying to make people feel paranoid, as though I’ll drop them if I don’t hear from them for a week or a month. I won’t. I just want people whose company I can enjoy without feeling I’ve got a marketing target on my back.
We live in an era when the hard sell has collided head-on with a case of collective amnesia about how to treat others with respect and courtesy. That makes it even more of a challenge do real networking and cultivate real friendships. It also makes it even more imperative that we make the effort to do so. Not because we’re authors, but because we’re ... human.