Reaching Your Target Audience Online:
A Guest Post by Greg Pincus...

Happy New Year readers! I've been away from my office for weeks, I've trudged through the snow, I'm back at my desk, and I'm starting off 2010 with a guest post by Greg Pincus.

Greg's guest post was sparked by a comment he left on Jane Friedman's There are No Rules blog which I asked him to expand on. (Click here to read the post and the comments.)

Read on–and please leave comments yourself if you can offer advice about reaching an audience of young readers online...

If you’re an author or illustrator who’s blogging, Tweeting, Facebooking or using other social networks to build your platform, you need to think strategically about who you’re going to reach online and how you’re going to do it.

Some choices are easy–you’re not likely to use LinkedIn to appeal to the kids who read your picture books. But if you write YA, in particular, you often have to make some more complex choices since your potential readership is actually online…and in large numbers.

Teens, however, don’t use the web the way adults do. As a result, most author/illustrator blogs and websites don’t attract teenage readers unless the author is already known to them. Twitter connections follow a similar pattern.

This means that if you’re offering up a “this is my journey” or writing advice or book review blog or just tweeting as as yourself, you should focus on appealing to the gatekeepers rather than teen readers. If you want to reach your core readership, you need to consider building a community around a central idea or offering up interactivity that your potential readers want and can’t replicate elsewhere. Some examples:

• Author P.J. Haarsma built a game which attracted a huge audience that became the core supporters of his books. The game community helped test storylines and championed the books to their friends, too.

• The women behind Readergirlz have built a community around authors, books, and reading. The site is a destination offering interactivity, changing content, and projects that involve offline participation, as well. While the site is not directly about the Readergirlz “divas” themselves, the connection to the readers still exists for them individually as well as collectively.
  

• Finding underserved, pre-existing communities can be an effective path to having a teen readership, as Lee Wind has done with his blog I’m Here. I’m Queer. Now What the Hell Do I Read?. Again, the community here is not directly about Lee’s writing… and it’s a mix of gatekeepers and teens.

In all these cases, helping the community grow involves consistently creating content, understanding what your site’s readers want, and making sure your own career goals don’t come in conflict with the wants of your readers.

There are great success stories with authors connecting with their readers via social media. Ellen Hopkins’ use of MySpace and John Green’s use of videos and Twitter–where he has over 1,000,000 followers including members of his core audience–are two notable examples. For most of us, however, social media remains a difficult way to connect to a large network of teen (or younger) readers.

There are many good resources for learning how teens use the Internet. A good place to start is with the work of danah boyd and by looking at sites that already work.

Have you had success reaching your core readership online? Do you know other good ways to attract teen readers? I’d love to hear about them as, I suspect, would everyone else trying to reach them.

Find Greg Pincus online:

• The Happy Accident
• Gotta Book
• On Twitter

My SCBWI Summer Conference Tweets Transcript (#SCBWI09)...

Stealing an idea from Lee Wind (who says in Hollywood, it's referred to as "liberating" an idea), I've collected all the tweets I posted from the time I left the house for the SCBWI Summer Conference until I got home--when I wasn't blogging, I was tweeting. (I may have corrected a few misspellings and boo-boos.) Click here to find all the #SCBWI09 posts and see what everyone at the event was saying.

• The last thing I want to do first thing in the morning: clean up cat barf. Guess what I just did?
• My (awesome) brother just picked me up for the airport. I know, I'm surprised as you are that I got up this early.
• Worst CVG security line ever! Walked straight on to my (exit row) seat when I got to the gate.
• A guy in the back of my plane had a seizure. First time I've been on flight where they paged for a doc. Nice delay in CVG. Just left LAX!
• Why are LA cabs always uncomfortably hot?
• The cabbie has hockey playing curious George hanging from his rear view mirror which makes me like him better. Wish he would get off phone
• At faculty dinner sitting with @EllenHopkinsYA, @Suzanne_Young, David Diaz and others. The bartenders make fab cosmos.
• David Diaz kicked our butts at Hannah Montana Uno #SCBWI09

• Ahh. King size hotel bed. Goodnight, tweeps. Lots of tweets and blogging tomorrow! #SCBWI09
• #scbwi09 SCBWI TEAM BLOG @PaulaYoo; @leewind; @cuppajolie; @jeaimetem; @suzanne_young #followfriday
• Breakfast with Team Blog in The Breeze. Everyone is playing with devices. We start conference coverage in an hour. #SCBWI09
• Just went last in the faculty word parade. My word: blog! #SCBWI09
• Sherman Alexie has the room laughing. #SCBWI09
• Sherman Alexie can go seamlessly from tragedy to comedy. #SCBWI09
• Sherman Alexie has perhaps the best story ever about how books helped him get through childhood. #SCBWI09
• Sherman Alexie: "I'm rich but I still have class issues." #SCBWI09
• Sherman just dropped a very appropriate F-bomb. #SCBWI09
• Sherman: "The book is safe. The book is where I can hide." #SCBWI09
• Sherman: "It's easy to hand a book to a kid that's about that kid." The challenge is to engage a kid in a book that isn't. #SCBWI09
• It's super cold in the conference ballroom but David Wiesner's beautiful images will warm me up. #SCBWI09
• David Wiesner is showing clips from The Shining in relation to his process. Makes sense in person. #SCBWI09
• David Wiesner loves him some movies. Now he's discussing 2001: A Space Odyssey. #SCBWI09
• But really, is it any surprise movies inspire Wienser? Look at his books if you're not sure. #SCBWI09
• Lobby court restaurant is trying to starve me and make me late.
• Lin Oliver is telling contest winner jokes. There are some witty peeps here. Oh--door prizes! #SCBWI09
• Editor panel going on. I love listening to editors discuss books they're passionate about. #SCBWI09
• Ari Lewin from Hyperion: bookstores love series. Stand alone connected stories, even better. # SCBWI09
• RT @gregpincus: #scbwi09 Tweetup tonight at 9 in the lobby bar area. Come say "hi" or something longer than 140 characters!
• Agent Marietta Zacker is reading the first paragraph from an unpublished novel she says "gives her shivers" every time she reads it #SCBWI09
• Marietta Zacker said she recently counted how many manuscripts her agency receives daily. Answer: 10. #SCBWI09
• Check out the secret stuff behind the book jacket of Frank Portman's latest novel, Andromeda Klein

• Just rode the elevator with a guy who bathed in cologne. I can still smell it. #SCBWI09
• Karen Cushman just took the stage. I love her books. #SCBWI09
• Someone's phone just rang. Karen Cushman: "Sounds like the ice cream man is here." #SCBWI09
• Cushman: Writing is like exercise. I wanted to do it, planned to do it, but never got around to doing it. Until she was in her 50s. #SCBWI09
• Karen Cushman quoting a poet: Write what you know. This should leave you with a lot of free time. #SCBWI09
• Karen Cushman: I figured I could say 'shitty first drafts' since Sherman said 'f*** you' yesterday. (Big laughs.) #SCBWI09
• Karen Cushman: Tell the truth--the emotional truth, the truth of your passion, the truth revealed from your research. #SCBWI09
• Karen Cushman: publication isn't the only reason to write. Let go of the outcome. #SCBWI09
• Karen Cushman: Like Flannery O'Connor, I write what I can. #SCBWI09
• Holly Black is leading an active discussion on critique groups. Blog posts soon. (No wifi in Brentwood room.) #SCBWI09
• Holly Black always wears cool shoes. #SCBWI09
• Holly Black just had the people in her session write something, swap with a partner, and tell each other what's good about it. #SCBWI09
• Ellen Hopkins: "The $8000 advance I got for Crank was not life changing." #SCBWI09
• Ellen Hopkins: There were dark phases in my life. I got through them. I worked them into my writing. #SCBWI09
• Ellen Hopkins is making me cry. I wish you were all here listening to her story. #SCBWI09
• Ellen Hopkin's Crank sold on 75 pages. #SCBWI09
• It took 2 1/2 years for Crank to hit the NY Times bestseller list. #SCBWI09
• Ellen Hopkins: Learn the rules before you break them. #SCBWI09
• Courtney Bongiolatti (S&S); "Literal hell or metaphorical? Because that would be important for the synopsis." #SCBWI09
• #SCBWI09 Conference F-Bomb Count--number of keynote speakers who have have dropped the f-bomb so far: 4. (I'll update you as f-bombs happen)
• Wendy Loggia (Delacorte) googles writers before she takes them on. So watch what you say in the blogosphere, tweeps. #SCBWI09
• Wendy Loggia: Contrary to popular belief, we do not take pleasure in crushing writers' dreams. (She's given a great session). #SCBWI09
• Our sundae came with an extra gravy boat of fudge

• Holly Black: Fantasy has real stuff to say about our own world and real things to say about us. #SCBWI09
• Holly: We have to believe in the fantastical when we read it. World building is one of most difficult things for fantasy writers. #SCBWI09
• Holly Black: In many ways fantasy resembles historical fiction. #SCBWI09
• Holly Black's crazy theory: fantasy plotting is slightly different than non-fantasy plotting
• Holly Black: When I started, I wrote a lot of scenes with elves sitting around drinking coffee and experiencing ennui. #SCBWI09
• Doing last minute presentation prep for my breakout session Practical Online Promotion. #SCBWI09
• I'm talking about twitter
• Just left the Golden Kite Luncheon. Getting ready to blog Marla Frazee's session, How Your Words Inspire Me to Draw Pictures #SCBWI09
• Marla Frazee: I [illustrate] one page at a time and I do them in order. Because I'm a Capricorn. #SCBWI09
• Elizabeth Law: Egmont's profits go to children's charities. They are technically a not-for-profit publisher. #SCBWI09
• Elizabeth Law: Writers need to know what the hook is for their books. Elevator pitches aren't two minutes long. #SCBWI09
• Elizabeth Law: She thinks agents are important and advises writers to find one. "I rely on agents to weed things out for me." #SCBWI09
• Elizabeth Law: "Winslow the Whale spouted emotions through his blow hole." (Posted because it's just as funny out of context.) #SCBWI09
• Elizabeth Law on social networking: Join networks, make comments, make friends, don't be embarrassed to talk about your work. #SCBWI09
• Elizabeth Law: "If anyone does introduce me to my future husband, there's a contract for you at Egmont." #SCBWI09
• @mbrockenbrough That was one excellent banana.
• @chavelaque Thanks! And thank you for contributing. (Everyone be sure to read Cheryl's great piece on revision in the 2010 CWIM.)
• I'm having my final breakfast at The Breeze at the Century Plaza. (I recommend the oatmeal.)
• On my way to my least favorite airport LAX. (It is no CVG.)
• My cab driver's name is Igor. That's kinda cool. I've never met an Igor. (He's a very good driver.)
• Just drove past a Live Nudes place right next to Carl's Jr. I'm so not in the Nati.
• I'm standing in the line to get to the next place I will stand in line. LAX: you are living up to my expectations.
• Number of times 20-something dude in security line said 'dude' in his 5-minute phone call: 13. (I counted.) Dude. His Vegas trip ROCKED!
• I'd forgotten all about humidity until it smacked me in the face outside the airport.
• Back in the Nati and stuck in LA-style traffic. But someone's here to help.
  

The End of the Conference: Autograph Party Photos...

After half a chocolate cupcake and half a yellow cupcake, I got some shots of the autograph party (which I didn't have to participate in because the 2009 CWIM didn't make it to the bookstore which in a way was OK because I feel a little silly signing books).


Susan Patron, Sara Pennypacker, and Ann Whitford Paul look happy about autographing.


Washingtonians Holly Cupala (who is holding one of the roses from the gorgeous bouquet her husband sent in celebration of her very recent two-book deal!) with RA Jolie Stekly and her stack of books.


The awesome Paula Yoo listens to a conference-goer as she prepares to sign her first novel, Good Enough.


Authors Katherine Applegate and Jay Asher--both of whom I interviewed for Insider Reports in the 2009 CWIM.


Rachel Cohn happily passes one of her novels off to a conference goer (note the red "Reading Is Power" bracelet) while Bruce Coville concentrates on signing.


Marla Frazee and her line of autograph seekers. (I wonder if her hand got tired.)


SCBWI RAs/authors Esther Hershenhorn (Illinois) and Ellen Hopkins (Nevada).


Down the row: Linda Zuckerman, Paula Yoo, Lisa Yee, Mark Teague, and Adam Rex (who you can sort of see).