Christine Thomsen
Christine Thomsen
Marketing Manager, Author Marketing, Wiley
face it; whether you love it or love to hate it, for now, Facebook is
here to stay. With 71% of online adults using Facebook, the channel
presents a real opportunity for authors and researchers like you, to
promote their work, assuming you have the bandwidth to maintain it.
However, before you jump headfirst into using Facebook as a marketing
tool, we have some tips for maximizing the potential of the channel.

1) Determine if you will post from your personal account, or create a separate Author PageCW0X4A_252130119_252130121_256224451.jpg
are several reasons why we recommend creating an Author Page. First, it
allows you to create a separate presence, this way, you can avoid
spamming your family and friends with the constant promotion of your
work, while also refraining from accidentally sharing your daily cat
video with your professional audience. Other reasons that make creating a
separate page more attractive include, access to analytics that
personal profiles do not offer, unlimited friend count and the ability
to advertise.
However, a separate page is
not for everyone. It does take time and resources to maintain and
Facebook’s algorithm typically limits the number of newsfeeds your posts
show up in to just a fraction of your fan base. So in order to really
get your content noticed, you will need to establish a large fan base,
or support your page with advertising. If you opt not to create a
separate page and use your personal page to promote your work, you can
manage the privacy settings for each post and allow Facebook users to
subscribe to your page, rather than becoming friends.
2) Present yourself visually
gives you the option to add both a profile photo and cover photo – use
it! Don’t let your page sit blank. Choose an image of yourself, or one
that represents the research you are doing and make sure your brand and
personality shine through. This is especially important for your profile
photo, as this will be the first photo Facebook users see while
searching for you, or pages like yours. One thing to remember is that
Facebook makes frequent updates to the sizes and requirements for photos
on their channel. Be sure to monitor your page and update your photos
when necessary. The current requirements are:
Profile Photo – 180x180 (displays 160x160)
Cover Photo – 851x315
3) Create a content schedule
you jump in and begin promoting your work, map out a plan for your
content, including defining your social voice. Determine how you are
going to talk to your fans and what you are going to say to them.
Consider posting content about your latest and past research
publications with links so fans can read your work, share other
publications you’re reading or using in your research, update readers on
upcoming events you’ll be attending and wherever possible, your posts
should contain interesting and engaging images and video interviews.
Once you decide on a schedule that is manageable for you, stick to it.
Consistency is key. Finally, don’t forget to monitor your page! This
includes responding to any questions or comments left on your page. You
should aim to respond within 24 hours.
4) Join groups
groups are a great way to engage in discussions with those who have
similar interests to yours and with influencers in your particular
research community. Being active in these groups will help drive people
to your Facebook page. Remember to be genuine and helpful. Although you
want to promote your work, you do not want this to appear to be the only
reason you’ve joined the group.
5) Consistently promote, promote, promote
you build it, they won’t necessarily come. Make sure you are
consistently promoting your page to bring in new fans. Cross promote
your Facebook page through any of your other social media accounts, like
LinkedIn, or Twitter, ask your network to promote the page, add a link
to your page on your business cards, share it on a blog, or add it to
any marketing promotions you are doing to promote your work.
So there it is! Good luck, enjoy yourself and don’t forget to tweet us at @WileyExchanges to let us know how it’s going.
Image Credit/Source:Erkan Mehmet/Alamy