A couple of years ago, a reputable speaker at a literary conference told me that if I did not build a social networking platform I would be of no use to publishers in the future. In other words, I had to bring the audience to me, which in the past I had thought the publisher did. I guess he had outsourced this job – to me! Having no one else in the distribution chain to pass the buck down to, I complied, and got into heavy social networking.
Let’s see, I registered my own domain name as www.shanejoseph.com and built my own website with e•commerce capability, populating it with new content weekly (I’m not a Yahoo or Google who can update content hourly – at least, not yet!). I blogged and twittered, and joined lots of online forums where writers and readers gathered. I syndicated my blogs, became a reviewer on Goodreads and copied my book reviews over to Amazon whenever I was mindful of the p’s and q’s in my content. I Facebook’d and Linked•In’d and even started giving talks on the value of building an online platform – heck it was fashionable, why not cash in? However, I recall, so were beads and bell•bottoms and drainpipes and sideburns and “give peace a chance” love•ins, once upon a time. Very soon, I was spending several hours a week on my growing platform. I was famous but still poor.
I even thought of opening my website to advertisers and giving away all my books as free e•book downloads. Heck, I could deliver free copies to my huge platform of readers – numbering in their thousands at this point – and claim to be a best•seller, or at least, “the most widely circulated.” I’d obviously incur the wrath of my fellow writers who were trying to make a living out of this vocation; I would be banned from the writer’s union, and would never be guaranteed that any of those free copies would ever be read (people don’t even read paid•for copies anymore as they function better as doorstops, coffee placemats, bookshelf adornments, and claims to literacy rather than as vehicles of enlightenment). I might even end up turning the existing, broken book publishing model on its head. Or I might be ignored as a crackpot and dismissed with, “His writing must suck, because good things are not free, and free things are not good.”
If getting people to read your books is the end•game, then operating an online platform is essential but insufficient. You need to put the book in the reader’s hand and say “read it,” and they in turn need to put the book in other readers’ hands and say, “This is a damned good book – read it!” The online platform creates awareness and builds mystique, but there is a much longer journey from that point on the continuum to turning curious browsers into readers and endorsers.
I am not dismissing the online platform. It seems a necessary burden in these times. But I need to balance this effort with focussing on my writing and making it the best ever. I want an unprovoked reader to read my book, put it up on his social networking site and say, “Hey, listen up! Read this book, it’s so cool!” Now, that endorsement would indeed be a desirable end•result, “a consummation devoutly to be wish’d!”