Author: “So I have all these social media accounts but I need more followers.”
WWW: “Great – so what are you sharing on those pages to attract them?”
Author: “Well, not much because there’s nobody there to read it yet.”

It’s a typical case of which comes first, the chicken or the egg. And yes, it can feel like a waste of time to share info and try to engage your audience when you feel like you’re playing to an empty room. But here’s the thing: If a reader happens by and there’s nothing for them to sink their teeth into, they’ll move along and you won’t likely get another chance to entice them in.

As you’ve probably been told over and over again, today’s social engagement includes more than just your website and linking your latest blog post to your social media. Give folks a reason to like, follow and connect with you and you’ll see your audience grow. It really is that simple, and that hard.

If you don’t know what to share, think about what subjects/themes/issues your work addresses. Set Google Alerts for keyword search terms that can lead you to relevant articles and websites worth sharing. When you see a cool article on something you think might interest your tribe (because it interests you or because it has something in common with what you write), then share that. (Refer to our recent post on Social Media Conversation Starters for more tips)

Once you’ve got some content brewing, THEN it’s time to invite more readers over for a taste. And here are five tried and true ways to attract more of them:

1. Make sure you have social buttons plainly visible on your website. Typically for an author this will include buttons that link to your Facebook page, Twitter, Linked In profile, Google+ page, and Goodreads. It might also include Pinterest, Instagram, Tumblr and/or YouTube, depending on where you know your potential readers like to hang out.
2. You may want to add activity feeds to your site, such as a Twitter stream. (You can also enable this stream on your Amazon Author page.)
3. Promote across platforms. Your Twitter profile can include links to other social media pages; your Facebook page can include a Twitter, Pinterest, Linked In, and/or Goodreads app tab. Feel free to let fans on Facebook know you’ve created a cool new board on Pinterest or a video book trailer on YouTube.
4. Make sure your email signature includes links to your primary social media profiles, an often overlooked marketing tool. If you email folks a newsletter, make sure you include social sharing buttons/links there, too!
5. When you like someone else’s page or follow them, don’t overlook the opportunity to invite them to like or follow you back. Sometimes folks need a gentle reminder. And, when you’re offering up content they can enjoy, they’ll be happy to comply and to return again and again!