Why Trying to Be Everywhere Online Is Killing Your Brand—and What to Do Instead
The stickler, though, is the “content” part. You have to create content people want to read, hear, or watch. Websites, email lists, Facebook pages, Twitter feeds, and Instagram accounts cannot function without content people want to consume. Otherwise, there is no reason for people to pay attention.
New authors will often go wild setting up an online presence everywhere (or worse, pay someone big bucks to do it for them). Then, they burn themselves out trying to fill all those venues with good content. Creating and maintaining good content is hard. Moreover, building an audience for a Facebook page is different than building one for a Twitter feed…or an Instagram account…or a website, for that matter.
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