From Edie: Ginny Cruz explains why writers don't need to be on every social media platform and how focusing on meaningful engagement can build a stronger author platform.
Social Media for Writers: Why Being Everywhere Isn't Always Better
by Ginny Cruz
If you’ve been writing with the hope of getting a traditional publishing contract, you likely know that publishers want you to have a sizeable platform of potential buyers. If you’re like me (doing your best to build that following), you have multiple social media accounts and spend a significant portion of your time writing and creating content for them.
We build this platform on social media because industry experts tell us to be on every platform, post daily (or most days), and tailor content to each platform’s algorithm, all in the hope of building a following that may open the door for a contract. I’ve tried everything they’ve suggested, worked on it for years (a decade, actually), and I’m exhausted.
When I look at my stagnant social media numbers and the diminishing views and comments on my posts, it’s clear that something has to change. So, I went to the Lord and asked Him—not the industry experts—what He wanted me to do about my situation.
After a few nights of restless sleep, prayer, and waiting, the answer finally came as I read Matthew 13 (The Parable of the Sower). As I marinated on this familiar passage, God brought to my mind how this parable relates to my frustration with social media and the inadequate fruit my efforts are producing.
A Quick Review of The Parable of the Sower
In Matthew’s account, Jesus shared the story of a farmer who went out to sow his seeds. As he scattered them, some seeds fell on the well-worn path where birds swooped down and ate them. Some seeds fell on rocky places, where the soil was shallow. The seeds sprouted quickly, but withered and died under the scorching sun. Some seeds fell among thorns which grew up and choked the plants. Finally, some seeds fell on good soil, where they produced a bountiful crop.
How does this relate to our social media platforms, you ask?
The Social Media Algorithms and the Parable of the Sower
The words that God has given us are our seeds. We do our best to sow those seeds where they’ll produce a crop. But not all soils (algorithms and audiences) will receive our seeds. Here’s how I see the analogy:
The Path: High Traffic, Zero Retention
In today’s digital reality, your words on some platforms get views, but users swipe away so fast they don’t benefit from your content. There is no meaningful engagement, and the algorithm “snatches” your content away into obscurity almost immediately. These social media platforms are like a path where your seeds disappear almost instantly.
Rocky Soil: The “Viral Flash in the Pan”
This platform soil shows up when you post something that “goes viral” and gets lots of views, likes, or comments, but that interest dies as fast as it came. Very few, if any, of those viewers convert to followers, newsletter subscribers, or customers. When you post something deeper, they don’t stay engaged. Those platforms are where your content is falling on rocky ground. Superficial engagement is like shallow soil. No roots will grow here.
Thorny Soil: The Distraction Trap
On these sites, platform noise, toxic comment sections, or an algorithm that demands you post five times a day to stay visible can choke out your content. The sheer effort to please the algorithm decreases the quality of your work. Staying on these platforms can leave you burned out and seeing diminishing returns because of platform “weeds” (ads, algorithmic shifts, negative culture, etc.).
Good Soil: Conversion and Community
When you scatter your seeds on good soil, the audience engages deeply. They leave thoughtful comments, share your work, and take action (subscribing, buying, or bookmarking). The algorithm rewards your content's long-term value rather than forcing you onto a content treadmill. Here’s where you want to cast most of your seeds.
Look at Your Numbers, Not Your Assumptions
God has told me to take a cold, hard look at my numbers on each platform to find the good soil where my seeds can flourish. He further encouraged me to do so without fearing I'll lose ground or never get a traditional publishing contract.
If you want to join me, here are a few nuggets you may want to use:
- Stop measuring your success by “impressions.” Look at retention and action. If Platform A gets 1,000 views but 0 clicks, and Platform B gets 500 views and 50 clicks, Platform B is your good soil. Impressions do not equal engagement.
- Stop cross-posting mindlessly. The temptation is to spread your seeds everywhere, and well-meaning experts have encouraged us to do that. But dumping your seeds where an objective analysis reveals they’ll never bear fruit, wastes your energy. Here’s a caveat: if you’re just starting your platform, dump seeds everywhere until you have enough data to analyze.
- For platforms identified as rocky or thorny, choose one of these two options:
- Discontinue completely. You may delete or pause the account, or post one final pinned message redirecting your followers to your thriving platforms (“I’ve moved! Find my deep-dives over on ____________”).
- Automate and detach. If you want to keep the accounts open but post only enough to stay seen, use a scheduling tool to drop content there passively, and spend zero hours engaging, analyzing data, or worrying about growth.
A Wise Farmer Tends Productive Soil
By redirecting your energy away from tossing seeds on rocky ground, into thorn-infested areas, or along the packed earth of a well-worn path, you may rediscover the joy of seeing your efforts bear fruit. And, you'll no longer waste precious time trying to grow a crop on a platform that will never produce a harvest.
Key Takeaways
I know it’s tempting, but do not automatically choose the platform with the most followers. Do the analysis. Check what’s happened on each account over the past 90 days. Look for momentum and meaningful engagement. Then, using the data, make a new plan for how you’ll engage on social media moving forward.
I realize this post may challenge everything you’ve been told, because it does for me. But if you’re where I am—exhausted and disillusioned—maybe it’s time to ask God for His advice on your next steps. Don’t be surprised if what He tells you to do seems a little crazy.
Proverbs 3:5-6 reminds us to: “Trust in the Lord with all your heart, and lean not on your own understanding; in all your ways acknowledge him, and he will make your path straight.” If He called you to write, you can trust Him to direct you to the good soil where your words have the best chance to produce good fruit. Just don’t lose heart if His way does not line up with your own understanding.
What are your thoughts on your current social media situation?
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Social Media for Writers: Why Being Everywhere Isn't Always Better from @EdieMelson (Click to Tweet)
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