The Click Is a Bonus

Adam Conner is Facebook’s Washington man. On his own Facebook page, he writes, “My main job is answering the question, Facebook has a DC office?”

Indeed it does, and Conner’s job is to teach official Washington, meaning agencies, members of Congress, and others how to use Facebook to improve communication with citizens and constituencies. He does a good job.

That was evident recently at a Washington event hosted by GovDelivery, where Conner spoke on his company’s mission – “to make the world more open and connected” – and how, in Facebook’s view, borders around the globe are increasingly being replaced with connections.

During his presentation, he offered several tips that self-publishers might find helpful. Most useful was the concept that we should think of the click-through as a “bonus.” That is, your message should be delivered, clearly and succinctly, in your post. If a reader decides to click the link and read on, great, but don’t count on it. Think headline as opposed to introduction.

You should also:

–       Speak with an authentic voice;

–       Be timely and informative;

–       Encourage comments;

–       Use multimedia, but don’t overlook the power of words;

–       And take advantage of the insights Facebook provides free.

There’s more, and it’s worth a look. Check it out and please share a few Facebook tips that have helped you as a self-published author. The Bella Facebook page is here.


3 Comments so far »

  1. Georgia Saunders said,

    Wrote on November 1, 2011 @ 7:04 pm

    Helpful post. Thanks. My blog is at


    Steve Piacente Reply:

    Thanks, Georgia, for your note and for sending us your link.


  2. Jenny Milchman said,

    Wrote on November 2, 2011 @ 10:42 am

    Good tips, thanks! Authenticity is all–I agree.


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