The Goopy Ghost at Cristmas displayed at 50% of viewport width
November 2018 by V. R. Duin


One elf asked, “Who are you?”
“I'm Goopy Ghost,” was the reply.
“I fell asleep in Santa's sack
and had a sleigh ride through the sky.”
(The Goopy Ghost at Christmas)

Digital age publishing requires the design and ongoing administration of a book writing website for book promotion. Social media should entice visitors to hit that site.

Writers need a distinctive website. People are tired of mass productions. They are looking for something unique among the one billion websites and millions of books and videos floating in cyberspace.

Writers must understand website design, content management, Web hosting and mobile basics. Content must reflect the continuous technological evolution of readers, writers, publishers, sellers and marketers.

Online is the place readers look for products or ideas. Independent writers are not just vying with each other for sales. Celebrities and Silicon Valley giants emphasize content production and promotion campaigns.

Nobody wants to pay the price of wasted time on disappointments. Information must be of wide and general interest. Flashy, contemporary flair is an expected feature in Web pages and social media or blog posts.

Book promotion cannot be helter-skelter. A regularly updated, authentic and quality URL, or Internet address, with meta descriptions for keyword research is filtered as algorithms and data for recommendation engines.

Scratch-and-sniff demonstrations invite taste tests. Curiosity about extraordinary concepts in scented, illuminated, inflatable, edible or otherwise unusual books trigger brand growth interest from influential business.

Reading is not a growth industry. Writers must attract remaining readers and reluctant readers with: genre, covers, illustrations, multimedia, readings, trailers, slide shows, excerpts and reviews.

Book promotion must highlight real activities. Followers may be interested in conferences, book signings and events in which they may participate. Invitations to engage should encourage remote and on-location interactions.

Networking is important. It is particularly hard to make an approach seem fresh and interesting when it involves an unknown brand. It may be helpful to reach out to bloggers with articles and short stories for their posts.

Online mention may lead to referrals and connections. Allied sites, directories and listings may link to a writer's website from influential locations. These inbound, or backlinks, reflect popularity.

Internal links to other pages within a site may prompt further exploration. External links also are important. These links to an outside websites of repute may lead to reciprocity. Links add depth and definition.

Content remains king. Great content entertains, fulfills purposes and meets goals. People want to be a part of big campaigns and trends with solid structures and innovations about which to reflect and build strength.

Social media may be a poor book-selling channel. The 99% gets pushed outside of concentrated searching, streaming and socializing. Tech giants commandeer data and empower the 1% with free sharing of popular content.

Social media companies are in business to make money. Platform managers place “pay-to-play” ceilings on growth and visibility. They may block or suspend violators for sales activities contrary to profit motives.

Non-shoppers often click “Like”. The advertiser pays for these clicks, with no return on investment. Pay-per-click advertising does not guarantee purchases. An ad likely costs more than earnings from a single book sale.

Social media is not washed up. Data collection and ad tracking is causing followers to scale back, deactivate or close accounts. Information is difficult to regulate. Unique approaches may help to offset the power imbalances.

An inability to pay creates a wall. Influencers and their sponsors have funds, knowledge and experience to channel distinctive brands to consumers. Walls may be shattered through connection or partnership with these insiders.

Facts must be put on the table. The 99% often generates a following with Mission Marketing. Readers recoil, block and mute customer-stalking links, URLs and automation of junk advertising and promotion.

Aggressive, self-serving stalking is alienating. Participants have fewer active friends than disengaged acquaintances. Direct messages to buy books or to extend followings on other platforms may violate terms of service.

Writers must be consistent about branding. They must work hard and adjust approaches to reach the numbers mainstream expects. Ten thousand followers may go viral, circulating quickly and widely on social media.

Cultural icons may lead to a strong social meme. These brief, flippant, funny, irreverent or ridiculous symbols, photographs, videos or images become known, followed and shared among fans and other Internet users.

Focus should be on visuals. Statistics from a 2012 National Endowment for the Arts Survey, BuzzSumo and Buffer show the power of image over text. Free sources, statistics and courses are on

Book promotion must accommodate a variety of devices. Voice, business-to-business, intra-company and professional capacity may require desktop or laptop computers. Technological upgrades extend reach as standards tighten.

Bad reviews are worse than no reviews. Negative reviews flow easily. Large tech companies are turning to tracking tools for content management and to avoid controversy over people or things with bad reviews.

Machines are predictable and linear in their programming. Content that is regularly updated, of high-quality production and contains authoritative links may appear in automated searches.