by Kristi Jenkins

In today's publishing world, the more you can bring to the table before pitching your book to a publisher, the better. Building an online presence and creating buzz for yourself can both help you land a book deal and ensure your book's success once it goes to print.

Before the book

How much effort should you put into promoting your book or idea before it is written? You don't want to over-promise and under-deliver, or dilute your idea, but an early start can be a good thing. This is especially true with nonfiction works, where creating an early buzz can not only help publicize your idea, but can also help you fine tune your book's message (or research) before the final draft. Feedback from a Twitter comment or message board post can make the difference between which anecdote you tell, or which case study you highlight. It also helps your future readers to feel like they are a part of your process, or had a role in the shaping of the book. This, in turn, makes them more likely to purchase your book and recommend it to friends.

Online resources

If you have the time and the resources, registering for an internet domain in your own name is your best bet. A good example of this is Dr. Steven D. Knope's Concierge Medicine site. Here, he has a blog, podcasts, contact information, and even a media kit. Dr. Knope already has a published book, but each of his site's elements can be put to good use by an aspiring or unpublished author, too.

Most people think of a blog as a sort of online diary in which the writer talks about his or her day, or about wacky pet antics. While this is true of many personal blogs, an author's blog is a wonderful tool for introducing future readers to your book's concept (like concierge medicine), and for giving readers a sense of why your idea is important. With a self-help book, or a biography, a blog can be used to present ongoing case studies, or to share additional information on your subject. Blogger (Blogspot)and Livejournal are two popular sites that offer free, basic blog accounts. Both allow you the option to customize the look and feel of the blog (for more advanced users), or to select from pre-made page templates. If you already have a web host, WordPress offers free software to help you create a blog on your site.

Podcasts and video blogs are also gaining in popularity. Podcasts began as recorded audio shows, but the term now includes video broadcasts as well. Podcasts are regularly updated, and are delivered via the internet at specific times (such as a weekly broadcast). This differentiates them from static web site content like streaming video or audio clips. Podcasts are like a TV or radio show in that they have a story or theme to each episode. How Stuff Works has an informative tutorial for novice podcasters, and it's worth a read if you have any interest in podcasting.

Facebook and Twitter are two more free sites that offer valuable tools for building your presence online. As with blogs, it's important to remember that a book or business-related Facebook or Twitter page should have a professional focus and not be a clearinghouse for cat pictures and personality quizzes.

Twitter is a microblogging site which allows users to post no more than 140 characters of text per message. It's best for making announcements and for posting quick book or subject matter updates to your potential readers. It's also an easy way to reach out to like-minded users, or those who might have an interest in your book's subject. The search function on Twitter's home page lets you quickly search for other users who are "tweeting" about subjects of interest to you, or related to your book.

Facebook is the gold standard of social networking sites right now. Here, users create either a personal or business-related page, and post messages, pictures, and other media to share with other users. Facebook offers discussion forums which are a fantastic way to reach out and communicate with your potential audience, and to see what people are saying about your book's subject matter. It's also a great place to post links to your latest blog posts or podcasts. A Facebook page can be a one-stop resource for readers to find the most current information on you and your book.

A Word of Caution

The main thing to remember about all these online options is that, no matter how good they look, or how fancy the computer code is, they will only be as good as the content you put into them. You can have the most whiz-bang web site in your subject area, but if you don't fill it with compelling content, it's largely worthless. With Facebook and Twitter, it is very easy to fall into discussing the mundanities of your life, but please remember that these sites are your business face to the world. Keep the content professional. If you want to share the silly anecdotes, start a second, personal blog. An amusing family tale (like the time your toddler dumped spaghetti on the dog) helps to humanize you in the eyes of your readers, but go easy on those kinds of posts. If that's all you post, what's to differentiate you from everyone else posting their amusing family tales? Where's the connection to your book?

Also, keep in mind that what's hot today might change by tomorrow. Just a couple of years ago, MySpace was the leader in social networking. Today, it's a distant second to Facebook. Twitter is all the rage right now, but it could be unseated by the next big thing by this time next year. Make full use of the tools available to you, but, as the saying goes, don't put all your eggs in one basket. Keep up with trends and know both what's hot and how to use it. Similarly, don't hop on board with every new site that comes out. Keeping your online presence focused to one or two well-known sites is safe. Creating accounts with every new social networking tool might dilute your online presence, and will only lead to headaches when you try to keep fresh content on every site.

Final Thoughts

Establishing an online presence - related to your book - is never a bad idea. It shows a publisher that you believe in your book and will pull your own weight when it comes to marketing a print or online version. You will also have numbers on your side. Knowing how many people subscribe to your blog posts via RSS feed, or how many unique visitors your web site receives can prove interest in your concept. An active message board with supportive or positive comments is a big plus, too. Publishers are looking for authors who can appeal to people outside of their immediate social circle. Sure, you might have 250 friends on Facebook, but how many of those friends would pay money for your book? Make use of the many free tools available to you and you'll have the advantage when it comes time to pursue a book contract.

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Issue Home Page | The Delicate Art of Self Promotion | Get Your Citation On | Takeaway Value In Nonfiction | Interview With Lynda Drews | Eat, Pray, Love, by Elizabeth Gilbert | What Would An Agent Say About Your Memoir? | Behind the Bestsellers, September 2009