I’ve revamped my social media strategy due to threatening emails.
While the threats said to stop all online visibility, it was focused on the promotion of my business on social media. With this new strategy, I’m hoping I won’t be as easily tracked by switching up my schedule and frequency.
My fingers are crossed.
And aside from the need to do this, it’s a bit of a relief. I spent a lot of time scheduling posts to share on social media.
Okay, let’s get into it.
Social media isn’t quite what it used to be; there has been a shift in how people discover and consume information.
Google and other search engines incorporate AI-generated answers into Search results. And AI search tools can generate information from web sources rather than simply giving users a list of links.
Google is also clearly emphasizing original content, firsthand perspectives, and trusted sources in its newer AI Search features.
But social platforms are still in the mix; they’re places where people increasingly discover information, and social content can also surface in search and AI results.
For authors and writers, it’s less about trying to reach everyone with lots and lots of content and more about being consistently relevant and recognizable within your specific niche.
That means sharing useful, original content that demonstrates your knowledge and experience. Rather than posting simply to stay visible, focus on content that helps the people you want to reach: your target readers, fellow writers, or potential clients. Over time, this helps establish you as a knowledgeable and trustworthy source in your specific area.
I’ll use myself as an example of my social media schedule.
Between my blog posts and promotional content, I posted my own content and promotional content to LinkedIn, Facebook, and X nine times a day. I also shared other users’ content. I posted to Pinterest one to two times a week, and I randomly posted to Instagram.
After doing research, I learned I don’t need a high-level social-media profile, and I don’t need to post so often.
A smaller number of highly focused posts can reinforce my expertise just as well, or better, than a large volume of posts.
My content needs to reinforce consistently:
Karen Cioffi → children’s writing → editing/rewriting → ghostwriting → self-publishing → helping children’s authors.
That creates a much clearer association to my work. And it’s a much easier strategy to maintain.
So, what’s my new social media marketing schedule?
• LinkedIn: 4 posts a day. Although for a writing business, it could be 3–5 posts per week
• Facebook: 2–3 posts per day
• Instagram: 3–5 posts per week, using engaging images
• X: 4 posts per day. The reason for the frequency on this platform is the feed moves quickly and disappears just as quickly.
• Pinterest: 1-2 posts per week, using engaging images
I also continue to share other users’ content, but not as much as I used to.
HERE ARE 6 KEY POINTS TO CREATING AND MAINTAINING SOCIAL MEDIA PLATFORM.
Key Point #1
Understand that you’re not trying to reach everyone you can on social platforms, and you’re not posting simply to stay visible.
Your focus should be on content that helps the people you want to reach: your target readers, fellow writers, or potential clients. Over time, this helps establish you as a knowledgeable and trustworthy source in your particular area.
It’s about consistency and value rather than volume.
Key Point #2
Share your Facebook and LinkedIn posts to your social platform groups. And as author and marketing pro Carolyn Howard-Johnson suggests, ask the members in your groups to share your post if they’re so inclined.
For my situation, this strategy has a two-fold benefit:
- Visibility increases.
- The shared posts aren’t really trackable.
Key Point #3
Reuse your blog posts.
• Break it down: Take three main points from your weekly blog and make three separate short posts or even a couple of paragraphs to use on Instagram or in your social groups.
• Make a quote: Turn a strong sentence from your blog into a graphic image. This is perfect for Instagram and Pinterest.
• Ask a question: End your posts with a question to get people talking in the comments.
• Share links: Link back to your full blog post for readers who want more details.
Another valuable tidbit is to share different parts of your blog post instead of using the same text every time. This allows you to reuse the same article a few times a week.
Key Point #4
The 80/20 marketing rule still applies.
So, how this works is you share 80% original blog posts, helpful tips, or answers to common questions. And 20% direct links to buy products, hire services, or other promotional offers.
Breaking it down: For every 4 or 5 helpful posts, you would share one promotional post.
Key Point #5
Be involved. Share other users’ content and comment on relevant posts.
Key Point #6
The internet has become a dangerous place, especially for the older crowd. Always be on guard.
Another action I’ve taken is to change my online image to a younger version of myself on all my social media platforms. I still have to check my websites to see if I changed those images also.
Some may say this isn’t honest, and you’d be right. But it’s about safety, not vanity or deception.
I’ll probably change them again to a logo instead, but one step at a time.
Summing It Up
Authors and writers don’t need to post a lot of content to social media. You don’t need to be visible all the time. You need to post original and helpful content that helps establish you as a knowledgeable and trustworthy source in your specific niche.
Search engines and AI search tools will still be able to use your blog posts, if they’re of quality and relevant to the query.
It’s now all about relevance over reach.
Have any tips on using social media as a writer or author?
Note on threatening emails. Don’t hesitate to get in touch with your local law enforcement if you receive a threatening email. DO NOT respond to it. DO NOT delete it either. Take a picture of it and save the email and the picture.
If you feel it’s serious or very personalized, you can file an IC3 report with the FBI. They do monitor the reports.
I’m a working children’s ghostwriter, book doctor, editor, and self-publishing consultant. I help turn your idea, outline, or manuscript into a book you’ll be proud to call your own—and provide hands-on guidance through every step of the self-publishing process.
OTHER HELP I OFFER:
HOW TO WRITE A CHILDREN’S FICTION BOOK
A 200+ page book that will help you write your own children’s book.
CHILDREN’S PICTURE BOOK AND CHAPTER BOOK COACHING
4- to 12-week programs
WRITERS ON THE MOVE SELF-PUBLISHING CONSULTING AND SERVICES
Guidance and more for children’s authors (specializing in picture books and chapter books)
You can contact me at kcioffiventrice@gmail.com.
