The tragic fact is: sometimes cat videos get more attention on social media than books do.

No matter how brilliant your thought leadership may be, it’s maddening to see a TikTok dance go viral while your heartfelt and expert content fizzles into the algorithm’s black hole.

I see this frustration all the time from authors.

You want to share your message and build your brand, but social media often feels like a second full-time job.

With the right strategy, it doesn’t have to. 

In July’s expert panel, we tackled the burning questions authors have about social media marketing: What’s actually working now? What can you finally stop doing? Where does it make sense to invest your limited time and energy?

Here’s what our panel of seasoned marketers: Becky Robinson, Josh Schwartz, and Ken Course had to say.

The First Thing to Do? Stop Doing So Much

Let’s start with what to ditch.

All three panelists had strong opinions here and you can also watch the whole conversation on demand.

“The number one thing I see authors doing wrong is trying to make content that feels like other kinds of content, like trying to make social media feel like writing a book or filming a TV show.”
-Josh Schwartz

Instead, Josh recommended a healthy dose of immersion. Spend time with creators whose audience and brand are similar to yours. “Read the room,” as they say, and notice what’s actually working. Short, punchy video content with clear hooks, snackable captions, and a real sense of personality go a long way.

Becky Robinson echoed this theme of simplicity:

“Stop thinking you have to be on every single platform. Pick one that brings you joy, where you’ll actually show up consistently.”
-Becky Robinson

She usually recommends LinkedIn as a starting place for business nonfiction authors, but the real key is consistency. If you try to do everything, you’ll burn out and end up doing nothing.

And let’s talk about AI-generated posts. Ken Course didn’t mince words:

“Stop trying to shortcut it with AI content. Your audience can almost immediately identify it, and once they do, their trust drops.”
-Ken Course

That doesn’t mean AI is off-limits (more on that in a second).

But if you’re copy-pasting ChatGPT content into your feeds, stop doing that immediately.

Trends That Actually Matter (And What You Can Ignore)

We asked about what’s working right now on social media and the consensus was loud and clear: short-form video reigns supreme.

“Short-form video accounts for nearly 90% of all traffic being driven right now. If you’re not doing it, you’re missing out.”
-Ken Course

Now before you panic and run out to buy a ring light, take a breath.

You don’t need to be an on-camera natural. Ken shared that some of the most successful formats are interview-style videos and even reaction videos. If you’re a podcast host or have been interviewed before, you probably already have content that can be repurposed into clips.

And Josh reminded us that quality trumps quantity. 

“You should post content as often as you want to. If you like posting once or twice a week, don’t feel like you need to post once or twice a day.”
 -Josh Schwartz

Don’t Just “Post and Pray.” Build Real Relationships

Here’s the thing. Even when your content does well, that doesn’t always translate into book sales. So how do you turn attention into connection?

Becky offered a coffee shop analogy:

“Social media is like bumping into someone at a café. But your goal is to invite them back to your house, which is your email list.”
-Becky Robinson

Your email list remains the most reliable, algorithm-proof way to build real relationships. Every piece of content you create should include a way for people to take a next step, whether that’s a lead magnet, free resource, or an event invitation.

Ken also reminded us that social media doesn’t have to mean public posts. Thoughtful direct messages, not spammy LinkedIn pitches, can go a long way in nurturing your audience one person at a time.

Let’s Recap: 6 Things Every Author Needs to Know About Social Media

1. Pick one platform and master it. LinkedIn is a great default for nonfiction, but go for a platform that is a combination of where you’ll actually show up plus where your readers are.
   
2. Ditch the AI auto-posting. Use AI for planning, not copy-paste content. Summarize transcripts, generate outlines, identify themes, yes. But edit it into your own voice.
   
3. Video is king. Start with interview-style clips or repurpose past podcast episodes. You don’t need to be flashy, just real.
   
4. Don’t try to be a content machine. A few high-quality posts with strategy beat daily fluff. Think cadence over chaos.
   
5. Drive people to your email list. Use lead magnets, events, and opt-ins to create relationships that you own, not the platforms.
   
6. Paid ads can extend your reach. Start small ($1/day!) to promote content that’s already working. Facebook and Instagram are solid places to begin.
   

The Bottom Line: Social Media Is a Tool, Not a Requirement

One of the most refreshing reminders from this month’s panel?

You don’t have to be on social media at all, especially if it’s not aligned with your strategy, values, or bandwidth.

But if you are going to do it, make it count.

Don’t try to be everything to everyone. Speak to your audience with the same clarity and depth you bring to your book, just in itty bitty bites so they want more.

📅 Ready for more author-tested strategies like this?

Join us for our next expert panel on book editing and how it can make or break your manuscript. It’s free, practical, and packed with insights in real time. Bring your questions for our experts, we're excited to see what you bring to the table.

What most surprised you, or what do you still want to know? Ask your questions below!

About Tina Dietz:

Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.