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Writers, Here’s What’s Coming!

It’s hard to believe, but the team at Find My Audience is only three to four weeks away from completing the Alpha stage of our Audience Management Platform for writers.

Okay, what is an Audience Management Platform? Quite simply, it is a software platform that will enable writers to search the social web for potential readers – in just seconds – and then communicate with those  readers in a more sophisticated fashion than is currently available. Really.

Our software was borne out of our own frustration at trying to market our writing on the social web. We discovered that the noise-to-signal ratio was daunting — we never knew whether our tweets and posts were getting read by the right people. We figured there had to be a better way.

And there is.

Logical Marketing (founded by publishing industry veterans Peter McCarthy and Mike Shatzkin), for example, offers a wonderful service to help writers get discovered on the web. Their “foundational” approach focuses on the upfront metatagging and SEO so that an author’s work  can be “discovered” by someone searching for a particular type of title. This is an enormously valuable service.

Our approach, while complementary, is different: an analogy for our software would be the Bloomberg Terminal, a computer system that enables financiers to monitor and analyze real-time market data. Our Audience Management platform is constantly searching the web for people who may be interested in your title. It is a direct-to-consumer strategy. It works while you sleep.

 

Now of course we are only arriving at Alpha – which means we are still at the crawling phase. There will be bugs. The algorithm will need improvement. The user interface will need adjusting. But the early results are promising. If you would like to get a sneak preview of what we are doing, we would be happy to do a virtual demo for you. Give us a  shout!

 

Expression and Intention

 

Years ago I read Jacques Barzun’s Simple and Direct: A Rhetoric for Writers. Barzun was one of those elegant and lofty minds of a certain generation; think Lionel Trilling, Edmund Wilson, Mary McCarthy, the Chicago School, and maybe a little later, M.H. Abrams, Northrup Frye. You know the type: fluent in a handful of languages, many of them no longer spoken (at least by the “man on the street”); played the piano beautifully; did a stint at Oxbridge; maybe served in WW II at Bletchley Park; took a post at one of the Ivies after the war. Always dressed professionally, maybe smoked a pipe, thought that teaching and mentoring the next generation was critically important (yes, it was a long time ago!).

Thus Barzun, who died two years ago at the age of 104 and who taught at Columbia University for over 50 years. A recent discussion by the Find My Audience team about the relationship between tweets and hashtags reminded me of one of Barzun’s memorable sentences, to wit:

The mind tends to run along the groove of one’s intention and overlook the actual expression.

Barzun’s sentence reminds us of the need to always have an editor at our side, but it also has application, if of a tenuous nature, to social discourse – and in particular to the relationship between what one says, for example, in a tweet and what one intends to say (or the audience the tweet is intended for), which is often signified by the use of a hashtag.

Now of course the hashtag has multiple purposes: it inserts one into an ongoing conversation; it serves as a bit of intentional signposting for one’s tweet (“my tweet is relevant to people speaking about X”); it can even signal the start of a new conversation.

But what is actually said in a Tweet and the hashtag used in a tweet are not the same thing. The hashtag indicates, I believe, a higher-order, even meta-intention; indeed, the expression may not have anything to do, at least on the surface, with the hashtag used.

For example, take the following tweet:

Just had a great meal at The Kitchen in #Boulder. #organics #kimkardashian

The Kitchen is a well-known “farm-to-table” restaurant in Boulder, so #Boulder and #organics make sense as hashtags, but how did #kimkardashian get in there? Did I see her while eating? Do I want her to see my tweet so she will eat at The Kitchen? Am I using that hashtag to amplify my reach? It’s hard to know.

This is one of the issues we are wrangling with at Find My Audience. Do we pay more attention to the actual expression, to the hashtag(s) used, or both? What is the most important element to focus on as we try to “find your audience.” We are experimenting with different approaches. In the next few weeks we will unveil what we have discovered. Drop me an email at mark@findmyaudience.com if you would like a sneak preview.