W is for Web Presence

letter wYou knew in advance or you quickly found out if you were not online, your chances of book buyers would be small. What goes into a successful web presence?


Power is a difficult word to quantify. Like pornography, you know it when you see it. Some indicators of a healthy web presence are:

  • Engagement
  • Following
  • Consistency
  • Brand
  • Presence

None of the elements exist singly. Each one stimulates the others. Without careful cultivation, your web presence can grow lopsided.


Whether your content is a trailer, a blog post or a social media post, your number one goal is for your followers to engage your content. Is it a link you want them to click? Did you ask them a question, and they are talking back? Are they sharing? Do you know?

Measuring engagement is a must to determine what content is successful (worth the effort). If no one ever shares the pictures of your ant farm, stop posting them. You are not providing your following with what they came to see.

Your breakfast choice got no comments? Good. Post a passage from your book instead. Ask your readers what they think. Then, engage them by joining the conversation.

love buttonVisible engagement of your content will encourage more engagement and more following. You need both public and private meters. A like (LOVE!) button, thumbs, stars… give your readers and visitors a way of knowing others have enjoyed your content.


We have already talked about cultivating who you follow without really covering where to find followers. Two words:

Steal Them!

Norwegian troll

Hat optional.

Yes, you have permission to be a troll. Go to your active followers pages and see who you see. Is someone posting content to your friend’s page? (Think to self: Someone who can make my page more active and diverse.)

Is your friend’s stream infused with retweets? (Think to self: This person says things I like/are good for my marketing effort.)

Has your friend been tagged in posts? (Think to self: Someone posting content relevant to conversation when I am offline.)

Follow. Send a friend request. Circle them. You are already an active member of the platform, and you do not come as a spammer cold call because you have people in common. When they check out your profile, they will see you have things in common.


Wait, they are not going to come to your page and see two hours where you posted 31 times and nothing for the three days prior to it… are they? You really do need to feed the bears.

Everyone who has ever had a pet (or child) knows if you do not feed them, they wander off or do things you really do not like. If you are not consistently bringing a good spectrum of information, links and personable content, your followers are going to follow someone who does.

Do not think it is healthy to feed them on a constant diet of wallet fat (Buy my book!). All species need a balanced diet. Shake things up between shares (links to relevant, organic content from “not you”), memes (Yes, humor/art-sugar is necessary.), videos and your homegrown content.


M3's logo stands for engagement.

M3’s logo stands for engagement.

With myriad sources for how to brand yourself (It is so much more than a logo- having one is a good idea.), let’s look at support. You are consistently posting and sharing relevant content, but are you supporting your brand? Are you a tennis guru? Your links and videos will point to fun or exciting video, news items and your book on the perfect doubles serve.

Do you write historical romance? Your posts will point to relevant issues of the era, dating rituals and hobbies before the advent of the smart phone.


Ideally, your book should be theΒ linchpin. It should tie together the random bits you pluck from the stream into a seashell collection worthy of a shelf with your name on it.


you are hereThis well-oiled machine will not continue to function unless you are steadily supplying content. This does not mean you have to stay online 24/7. It does mean you cannot be absent for weeks at a time and expect to retain your quality audience. Yes, your groupies will still be waiting for you.Β The rest of your following will see your return to the stream and wonder who you are.

If you are taking some time off, schedule a light dusting of content to simulate leaving the light on whilst on vacation. This will keep the more radical cleaners from unfollowing you for lack of action. Many unfollowing sites and apps show users how long it has been since someone engaged the platform. Just like you chose not to follow the egg, why should someone keep you if they never hear from you? (See consistency.)

Wrap it up!

  1. Consistently provide followers with content supporting your brand.
  2. Cultivate new followers based on content you collect for your brand.
  3. Give followers the ability to engage your content to build your brand.
  4. Use your brand to attract new followers to engage your content.
  5. Be present to post and engage with content and your following.

Does your social media strategy cover increasing the strength of your web presence? Did you realize how much of this list you were already doing?

Hashtags: #AtoZChallenge #socialmedia #webpresence

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Β© Red Dwyer 2013
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  1. Great tips, for sure. The one constant I always see in discussions on blogging is that you should post several times a week. That may work for some people, but I don’t think it’s a necessity. In fact, I think some people prefer less frequent content. I’ve gone down to blogging just weekly. I may miss new followers with this, but it allows me to spend time on the other social media venues without severely limiting my creative writing time.
    Carrie Rubin recently posted..Dear Mr. Stephen King, I Read You Differently NowMy Profile

    • I think the advice is bunk, and coming from someone who blogs everyday, it is a poignant statement. My blog is separate from my books, although I do promote my books here as well. If your blog is the primary vehicle (read only vehicle) for promoting your books, missing out on readers is the least of your worries.

      You are to the morph stage of your marketing, which is a very healthy place to be. Glad you stopped by today, Carrie. xxx

  2. Followers sound a lot like Wombies. . .
    Binky recently posted..Super Rich CoffeeMy Profile

  3. Interesting! πŸ™‚

    I am posting every day, but that’s my blog and I have a limited number of readers, although I noticed I’m getting more as they find my blog via friend’s blogs.

    My blog contains the links which they can follow to see what is available and, hopefully, interest them enough to buy!

    I have found though that the personal touch is what makes a difference and people show more interest if they communicate directly.

    Hopefully I’ll be passing out more business cards, they seem popular, but I need to spread out more to get more attention.

    Unfortunately I’m new to all this… πŸ™

    God Bless!

    Prenin recently posted..Thursday – Mail posted.My Profile

  4. The idea of consistency and the quality of content are two things I think many miss. I am so often flooded with meaningless trash I find myself running away from social media these days. I know, I am hiding in my cave I just can’t seem to help myself.

    If more people would follow the advice you have provided, perhaps it would be less toxic out there.
    Valentine Logar recently posted..Peeking Out of My Cave, PIIMy Profile

    • I think the misunderstanding of “You only reach one in fifty” leads more people to flooding the stream with pollutants rather than targeting where people are receptive. The brute force attacks of spam are staggering. Let’s hope we can change social media. xxx

  5. I would be terrible at promoting my work directly, other than a link on my page. Hopefully, if I ever do have something to sell, I’ll be able to do it indirectly by charm alone. πŸ˜‰
    El Guapo recently posted..Friday Foolishness – Idyllic EditionMy Profile

  6. So much to know and practise. Yikes. My cup runneth over and my head–is stuck in park.

    Good advice, Red, and a terrific post for the alphabet challenge.
    Tess Kann recently posted..Flash in the Pan: BusboyMy Profile

    • Tess, you have pieces of this already in place. It becomes then a matter of using the vehicle you already own to drive you further. πŸ˜‰ xxx

  7. You’ve had a great series going Red and this one is right on target–again. A few more and we can all take a deep breath and then hopefully keep right on going.
    MJ Logan recently posted..x is for XenonMy Profile

    • I am ready for this one to be over. The one I have for May is far more fun and far less taxing. Some of them are side splitters… at least they were when I was writing them! You are a good one to ask. Would this (plus all the parts which did not make the cut for this month) fodder for an ebook?

  8. As always your posting makes absolute good sense and we all need to put the effort in if we want a successful Space, I think mine has gone down the tubes lately but hey there is always room for improvement πŸ™‚

    Have a wonderful Tuesday Red πŸ™‚ xxxx

    • One of these days, I think you will learn to schedule πŸ˜› You have loads to offer. *grins*

  9. Points noted…
    It’s running a business, that’s how I see it.
    I’m going to need to get more organised.
    Phil recently posted..The importance of sharing.My Profile

    • If you do not have a business plan, you will struggle with your book. Even with a good one, there are no guaranteed results, but without one the guarantee is not one for which you would opt voluntarily.


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