The Goopy Ghost at Cristmas
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”)

Writers must design and provide for the administration of a book writing website with regularly updated content for book promotion in the age of digital age publishing, using social media to drive visitors to 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 on web pages in cyberspace.

Writers must understand website design, content management, web hosting and mobile basics. Content must reflect continuous technological transformations on readers, writers, publishers, sellers and marketers.

Online is the place readers will look for any product or idea. Independent writers are not just vying with each other for sales. Celebrities and Silicon Valley giants are entering the content production and promotion business.

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. Regularly updated, authentic and quality content with keyword research, URL structure and meta descriptions are 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 should highlight real activities. Followers may be interested in conferences, book signings and events in which they may participate. Invitations should encourage remote and on-location engagement.

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 blog posts.

Mention in articles may lead to referrals and internal linking. Allied sites, directories and listings may link to a writer's website from theirs for mutual benefit. These inbound, or backlinks, reflect popularity.

Content remains king. Great content entertains, fulfills purposes and meet 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% by 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 done against terms of service.

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 may cost more than earnings from a 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. Different things may work against power imbalances.

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

Put everything on the table. The 99% can generate a following for content that does not resemble advertising. Readers recoil, block and mute customer-stalking links, URLs and junk automation.

Writers must be consistent about branding. They must work hard and adjust approaches to reach the numbers mainstream expects. Ten thousand followers may be considered “viral” on social media.

Aggressive, self-serving stalking is alienating. The average participant has fewer active friends than disengaged acquaintances. Direct messages to buy books or to extend followings to other platforms are off-putting.

Cultural icons may lead to a viral social “meme”. Brief, flippant, funny, irreverent or ridiculous symbols, photographs, videos or images stand a better chance of being known, followed and shared by fans.

Focus on visuals. Statistics from a 2012 National Endowment for the Arts Survey, BuzzSumo and Buffer stress the importance. 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.