In the last part of the How to Build Your Author's Platform series, I featured Dora Machado, a traditionally published author who came to platform building late in the game. For today's feature, I interviewed Georgia McBride, a YA author with a very different perspective. Georgia is not yet traditionally published, but she has an impressive social media presence, and is very active in both promoting her writing and mentoring and supporting up-and-coming authors. She also speaks to teens about writing, promoting within her target audience, and nurturing the next generation of writers. She has a background as a marketer and manager in the music industry, and has been a part of the launch of several teen and tween music brands including N'SYNC and Fall Out Boy. She's no stranger to promotion and branding, and her expertise can help both new and established authors refine their web presence.

TED: There are many ways to connect with potential readers and publishers. Which do you consider the most essential?

GM: You want both potential readers and publishers to recognize your name when the time comes. However, the attention span of a consumer (potential reader) is so short that spending lots of time trying to get their attention (and God forbid money) now, when there is no book/physical product to promote is like playing the boy who cried wolf. When you finally do have a book out they will be so tired of hearing about you, they may move right on past.

As a pre-published writer, I have no idea when I will have a book to market. Sure, I've written and submitted it to agents but when it will actually be on shelves--who the heck knows? So rather than try to ram my title down people's throats, I offer something else that may be of interest to them.

I visit schools to talk to my target audience about writing, storytelling, how manuscripts become books and how books or screenplays become films. The kids love it. I'm able to collect valuable market data, establish lasting relationships with the kids and build trust. And guess what? By the time my book does come out I will have a base of teens that already know who I am and trust that I wouldn't steer them wrong.

On the publisher side, getting known while you are shopping your book is one of the smartest things you can do. It does not however, guarantee you a book deal. Your work must stand on its own. Publishers want to know that you have what it takes to sell your book and yourself out in the market. In other words--get your butt out of that chair and start visiting schools, churches, workplaces or anywhere you think your skills in writing and storytelling apply. Don't just pimp your book. Nobody wants to deal with a loudmouth who only wants to blatantly sell books.

GM: From the outset my goal was to establish a voice in the young adult book community. I believe I've achieved that goal firmly with the creation of YALITCHAT in September of 2009. Additionally, I run a team blog called The YA-5 aimed at teens and in collaboration with teens and that offers the teen point of view on YA Lit. Offline, I visit schools from grade school to college level and talk about writing and storytelling. I mentor masters level courses in novel revision and multicultural young adult literature for Prescott College and I offer professional critique services for YA writers. Oh, and I write books.

TED: Tell us about YALITCHAT.

GM: YALITCHAT is a non-profit organization focused on the advancement of young adult literature around the world. What started as a weekly chat on twitter has grown into a world-wide organization of like-minded individuals with one goal. Of course, we continue to chat weekly on twitter about the things that matter to our industry under the hashtag #yalitchat. We have an always-on, 24/7 online home at http://yalitchat.ning.com which requires an annual subscription. Our members represent twenty two countries, writers, readers, teens, literary agents, editors, librarians, book sellers, graphic designers, teachers, illustrators, screenwriters and parents.

GM: I don't market PRAEFATIO in the way you mean. Any exposure for the book has happened as a result of the work I do with YALITCHAT or folks stumbling upon it after visiting my blog, http://georgiamcbridebooks.wordpress.com. Everyone that has stumbled upon the synopsis or trailer has been very complimentary and some book bloggers have even chosen the book as their Waiting On Wednesday choice. This is a huge compliment in the book blogger world and I don't take these accolades lightly. I'm honored that anyone would come across snippets of my work and become intrigued.

TED: Any advice for authors just starting their platform?

GM: You need a focus and a goal. Without it you won't get the results you seek. You also cannot take someone else's success and copy what they do. You must find what works for you and make it your own. You are unique, your work is unique and so should your platform be unique.

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Thank you for your time and insights, Georgia. I highly encourage authors to sit in on a live YALITCHAT or to browse through the archives. Several agents, publishing representatives, and successful authors participate (most recently YA author and BoingBoing editor, Cory Doctorow), and the chats are full of tips and advice for authors.

Other articles in this series:

• How to Build An Author's Platform: An Overview
• Building Your Author's Platform, part 1.5
• Dora Machado on Building An Author's Platform