Recently, I told a fellow-writer after reading his Facebook posts, “So, is your goal to sell books?” Every post he hoped would create discussion turned toward an undesirable direction. He is learning what all authors struggle with on social media. What can they post that gets many responses without setting off hate bombs?

My husband, who is a writer, loves a good debate on FB. He enjoys discussing history and current events.  Lately, however his “friends” have reverted to name calling because he stood on the opposite side of an issue. The last draw was when a gentleman with a PHD in History refused to read a book my hubby suggested that explained a statement he’d made regarding American History. (I’m being vague to protect all parties.) Based on my husband’s post the “friend” stated my hubby wasn’t smart enough to teach him anything, referring to my college graduate hubby as dumb. (And no, my sweetie, did not defend himself.) Instead, with a heavy heart, he stopped posting. He plans to remove hate speech posts in the future.

Another relatively innocent post ended with the “friend” getting on her discrimination soap box and insulting my husband unjustly. My daughter got offended with the way this individual demeaned her father. She made some strong points only to receive the same wretched hate speech in return. Broke my husband’s heart to see his daughter so upset and placing herself in the line of fire for her dad’s sake.

My point

Be careful what you post on social media. If you write non-fiction and a little controversy related to your book subject may up your readership, be careful. If you write fiction, I’d tread very lightly. This past presidential election found a few fiction authors being told by readers they’d never read another of their books. I heard of one reader who threw all the author’s books away because their political views were different.

Why I avoid posting hot topics like the plague

Not only do I not want to lose readers, I find people pick up unintended tone. This same daughter reacted to a text message I sent her because she thought I was mad. I’d asked a question—no tone—just a question. I had to reassure her I wasn’t mad. I’ve read hastily written emails at work that captured an unintended attitude.

When I write my novels, I want my readers to sense a tone. The characters mood needs to be clear on the page. Readers need to experience the heroine’s angst toward a situation or the hero. It makes for great fiction.  However, that doesn’t always translate well in the world of social media. I don’t take hours and days to write and rewrite my blogs before I post.

Watch your words

An innocent statement about something on the news can explode into hundreds of angry posts from people who aren’t even friends on your page.  Because a friend of a friend saw the post and made a comment. This has happened to my husband a few times. He’d posted a comment on something in current events and after a few scathing commenters, he left the conversation. Two days later the debate continued on his page between his friends on opposite sides of the political arena and many people he wasn’t friends with on Facebook. He removed the post because the thread of words increased in tone and went to a dark place.

 Yes, I express my opinions

I have opinions on many things outside the writing world. Things I prefer to discuss or debate in person. Face to face, I can see their expressions and ask questions for clarification. I have lovely friends who disagree with me on various issues, not to mention family members. That’s fine. We share our thoughts on a given subject without resorting to vile name calling. I find I gain a deeper understanding of their position. Interesting food for thought.

But on social media the darts fly. They not only wound the heart but can destroy your book sales. How many celebrities, politician and even teachers have post inflammatory things online in the heat of the moment that ended their careers.

I’ve made a few errors in judgement in my wording on posts and had to eat crow. Not something I ever want to do again. To avoid the backlash, I don’t respond to posts that irritate me.  The more I respond to a friend’s posts the more posts I receive from that friend. Which is how the Facebook algorithm works. Negative attitudes and hurtful words don’t look very professional or welcoming to people checking out my page.  I want people to find my posts interesting and encouraging.

My goals for social media

• Keep in touch with the people I care about: family. former classmates, friends far away, other writers.
• Engage my readers with posts that are fun, informative and welcoming.
• Pass on useful links.
• Oh, and sell books. ?

How do you engage with your followers on social media in a positive way? What subjects have your learned to avoid?