Last Updated on August 2, 2023 by Steven W. Giovinco
Eight Tips For Writers, Authors, Publishers, Critics On How to Build or Repair a Web Presence
Online reputation management is for florists or pet stores–but authors? Yes, they need it too. Why? Because readers, critics, and editors frequently do a Google search before buying or reading non-fiction/fiction books, biographies, poetry, business books, photography publications, or essays–or nearly anything.
What is Online Reputation Management?
When you Google yourself or your publication, what do you see? When you check social media platforms such as Twitter and Facebook, what shows up?
This is your online reputation.
Does it truly represent you? Is it filled with past accomplishments and reviews? Does something negative show up?
Usually, important articles are missing, a negative link might need to be repaired or new social media platforms need to be built.
This is online reputation management.
The goals are to build a positive online presence that fully reflects who you are as a writer, or to repair something if it is damaged.
Why Do Authors Need Online Reputation Management?
Authors have spent months, years, or a lifetime dedicated to their craft, and sharing the results online is a crucial final part.
What to share and where to share it?
It really depends on who you are and what your readers like. Generally, the goal is to be a trusted expert in you or your publication’s niche. Also, since advertising, traditional promotions, and publisher’s marketing departments don\’t work as they once did, showing that you are a “knowledge leader,” builds trust and confidence directly to readers.
Don’t forget about site traffic too: an online presence funnels web views to your site and makes it more likely that your work will be shared on social media–this is a good thing.
1. Get Clear About Goals
The first goal is to determine your goals. This might appear elementary or obvious, but since being unclear can cause problems later, pause to get this right. The first thought might be, “I need to sell my books,” or “Get a publisher.” But how?
Build a reputation with the focus on:
- Appear as an expert in [your publication’s subject] to get radio, television, podcast, or blog post interviews. This additionally helps spread the word or confirms that you are an expert.
- Showcase your book to get additional or better publishing projects.
- Schedule talks at book stores in new cities and towns.
- Connect to readers or potential readers, fans, editors, and other authors via social media.
- Get translations of the work into other languages, countries, or regions.
- Identify contributors as experts to receive new high-level assignments and contacts.
2. Engage, Connect and Share
Online reputation strategy is similar to “off-line” goals: engage with readers; foster connections; and showcase the work by sharing it. Avoid hard selling (“buy my book and I’ll give you a free mug,”), but rather use the law of attraction to draw readers in.
3. Bookworm, Critic or Publisher?
Next, identify who the publication is for. Get specific, such as:
- What do they do?
- Where do they live?
- How old are they?
- What else are they drawn to?
- Do they read related titles?
- Are they reading newspapers or blogs? Which ones?
- More likely to be found at museums or a sporting event?
This may seem gauche or something the publisher should do (ha!), but in the real-world, knowning answers to even some of these questions helps build an invaluable web presence.
4. How to Get Found Online
Think about how to get found by search engines, i.e., Google. Part of this is coming up with key search terms or common phrases that readers are looking for. These can be drawn from the section above. Research and analyze them further to find the optimal and most effective phrases.
For example, “financial book,” or “romance novel,” is way too broad and common, so modify them to be more specific based on a characteristic such as location or other details. Better ones would be “financial planning book for new parents,” or “romance novels set in the Nineteenth Century France.”
Build these into website pages and social media platforms.
5. Do What You Do Best: Write (and More)
Develop engaging content for readers. This can be blogs, articles, white papers, videos, photos, podcasts, and presentations.
One way to start is from the publication itself. Craft a brief 500 to 1,000 word blog post about a key element of the publication. This could be from a chapters, character, theme, location, concept, or other topics related to the author. Write one consistently monthly.
Expand it into a white paper, essay or presentation or re-purpose parts into videos.
6. Share Online
“Who has time for social media, and does it matter?” are common questions.
With some discipline and a mindset shift, engaging with readers on social media can be easy.
Start with what you are doing now.
Are you exicited about a final edit for a new chapter? Did you just buy a plane ticket to Cuba for research on a new novel? Is there a reading tonight at a bookstore? Are you having trouble getting started on an essay and feel uncomportable? Share these online.
Have a presence on these platforms, in order of importance, helps:
- Wikipedia
- YouTube
- Medium.com
- Vimeo
- College alumni site
Identifying the right platform depends on the specific reader you are trying to connect with.
6. Make a Website
Consider crafting a website for the book, author, or publication, or update an already existing one. The is advantageous since it acts as a central repository for all things related to the project, making it more likely to show up in Google searches.
Keep the site simple, fast and easy to navigate, including:
- Home page, with a brief description, several quotes about the publication, button to buy.
- About page, detailing elements of the publication, its main purpose or focus.
- Author page, with biographical information and photo.
- Reviews page, with quotes, and importantly, links to review sources.
- Blog that includes media updates and frequent posts geared toward readers.
- Contact page with key contacts, such as Editor, PR, social media links.
8. Reach Out to Others
Some might think this should be spearheaded by the publisher, their public relations person (if there is one), or editor, but reach out to key bloggers, publications, and editors directly. Also, give talks, lectures and interviews–this goes a long way and helps spread the word.
Managing an online reputation for author can be time consuming but it should pay off in generating more contacts, connections, and book sales.
