We’re all aware of the push for authors to establish an online presence, and authors sometimes ask me whether they should start a blog. Then I give a little spiel, which I will now share.
Some questions to ask before you start:
1. Will you actually update it?
If you joined Facebook but update your status on a biannual basis . . . not a good sign. Will you update your blog daily? At least biweekly? Frankly, if you’re not already blogging, it’s probably because you’re not motivated to blog. And that’s okay, because . . .
2. Do you have anything to say?
3. Do you have anything positive to say?
Sure, sometimes the easiest way to tell you what I like is to give concrete examples of what I don’t like, and we all enjoy viciously eviscerating our friends and colleagues behind their backs. But, um, the internet is not behind anyone’s back—at least not in any good sense of the phrase. So unless your work is actually a critique or your authorial persona revolves around the rant as art form, pretend to be nice. Don’t criticize your competition—you need blurbs from them. Don’t criticize your publishing house’s current efforts—you need its future efforts. And don’t complain about booksellers not organizing or publicizing your event properly. That sours not only your relationship with them but also your house’s relationship with them, and that just hurts other authors. The caveat to all this is if you and another author can keep up a truly fascinating, witty yet vitriolic feud for years. Everyone enjoys that.
These questions are enough to discourage me from blogging, but let’s say you’re game and let’s revisit question #2. Content is king, and you need a theme that keeps it coming. Some options:
A. Your work.
This is ideal for the purposes of your agent and editor, who encouraged you to blog in order to get your name out there and generate readers and publicity—not just to take time away from you writing the next book. For this option, it helps if you are a prolific author whose work has staggered publication dates in lots of foreign territories as well as the US. This means constant content: the new German book jacket, pages you scanned from the Icelandic translation, updates on your (self-financed) publicity tour through France, an early look at the next US cover design. While you’re at it, submit flash fiction or articles to ezines and post the links. Remind readers of your upcoming conference appearances and the stories you have coming out in anthologies. Conduct your own blogtour. Post more links.
B. You.
Are you incredibly hilarious? If you are, you know it, because people often burst out in riotous laughter in response to your stories and say things like, “OMG, [your name here], you are incredibly hilarious!” If this phrase rings a bell, option B is a great option for you. For the rest of us, no.
C. Something You Consistently Care About.
Besides you. And it would be nice if it had something to do with your work. But, hey, as long as you’ll post early and often about it . . . Comics, other writers in your genre, steam locomotives, missile defense, dog training—what matters is that there’s a community in which you can develop a readership and that you’re interested enough in the topic that content seems to generate itself. Link to other blogs on the topic; post links to news stories and reviews; write your own reviews; interview other authors; be a fan. With a larger topic, your personal life can be boring and your work can be far from its next publication date, and you still have content. With a larger topic, your blog has a reason to exist and updating is less a publicity chore and more of an on-going conversation.
Of course a successful blog will become a mix of these three options, but have a plan going in to the endeavor. Get a feel for the time commitment and your inclinations by substitute teaching for blogger friends on vacation or contributing posts to others’ sites. And if you can’t see yourself consistently having something to say, skip the blog. Your time is better spent interacting with fellow authors and readers in other ways and writing your next book.