Beth Anderson, Children's Writer

Today’s guest blogger, Kristin Tobias, has some valuable tips and strategies for us! Kristin is founder of Scenda and a social media strategist for authors like Caitlin DeLems.

Caitlin and Kristin are spearheading a book giveaway for Black History Month, and I’ll be participating! Check Caitlin’s Instagram or Facebook next week to enter.  

Social Media for Authors: How to Show Up Online Without Losing Your Mind

by Kristin Tobias

Authors know they should be on social media, but not everyone feels confident doing it well. The goal? Not to go viral. It’s to show up with clarity, connect with the right people, and help your book find its place in readers’ lives.

Here’s how to do that strategically and sustainably.

Why Social Media Matters

It’s hard to put yourself out there online if you don’t see the purpose. So here it is:

• To expand your reach to people you may not find you otherwise,
• To build long-term connection and trust with librarians, educators, parents, and even other authors, and
• To clarify your message and show why your work matters.

Done right, social media becomes a natural extension of your voice, not a performance.

Start with Strategy

The best social media plans start with clarity. Here are five pillars of a sustainable author strategy:

1. Know your audience

Who are they? What do they care about? How can your book support or inspire them?

• Know yourself

How do you want to show up online? Author brand isn’t about inventing a persona, necessarily. It’s about translating your values, voice, and personality into content.

• Create a rhythm that fits your life

Posting three times a week is great, but consistency matters most. Choose a sustainable frequency and really commit to it.

You don’t have to be on every platform—that can get stressful to manage alone. Start with one! Instagram and Facebook are great places to reach teachers and librarians. 

For a simple starter schedule, try this: Choose six go-to post types (reviews, fun facts, behind-the-scenes, etc.). If you’re posting three times a week, that’s two weeks of content. Keep repeating those six post types every two weeks. There’s your schedule for the year!

• Clarify your story

Don’t just promote the book…share what it represents! What bigger idea does your book support? Social media helps you share that. Sell your story as a vehicle for values, curriculum, and connection.

• Put the “social” in social media

Comment on others’ content. Share posts. Run a poll. Plan one collaboration or giveaway (like Caitlin DeLems’ Black History Month promotion). Social media is more fun — and effective — when you treat it as connection, not promotion.

Want to stick to your strategy? Write it down. Add it to your calendar. Create a structure that works for you so it’s not just left to memory.

Content That Converts (Without Feeling Salesy)

To move people from “interested” to “engaged,” your content needs to do three things:

1. Clarify value

Show how your book helps kids develop critical thinking, empathy, and curiosity. Highlight its usefulness in classrooms, libraries, and homes.

• Build belief

Reframe the idea that nonfiction is boring. Help your audience feel smart, capable, and proud to share your story.

• Offer next steps

Use clear calls-to-action like:

• “Add this to your library’s must-read list.”
• “Get this for your classroom.”
• “Perfect gift for young thinkers.”
• “Save this for your next lesson plan refresh.”
• “Tag a teacher who’d love this.”

Make It Sustainable

Some quick tips to simplify your social media practice:

• Repeat, repost, reuse: Repost content a few months later. Repurpose those pictures and videos. I promise, no one’s keeping track.
• Use what you already have: That hike photo? The selfie from your museum visit? Reframe it. Tie it to your book’s message.
• Utilize public domain images: You can easily find images in the public domain on Wikimedia Commons. Search for what you’re after, then click License > No Restrictions to ensure you can use it on social media.
• Save inspiration: Bookmark posts you like. Build a content idea bank that you can always fall back on.
• Bulk create: Prep a month’s worth of content in one sitting to reduce stress.
• Follow the 80/20 rule: People don’t like to feel constantly sold to. Try to make around 80% of your content educational, inspirational, entertaining, or connecting. Yes, you have my full permission to take off the sales hat and put on your storytelling hat!
• Boost: No time to post? Spend $10 to amplify something you’ve already shared. You might be surprised to find a little money goes a long way. (If you’d like a tutorial on how to do this, please leave a comment on this blog post.)

Bookmark This To Avoid The “What Do I Post?” Panic

Here’s a list of 60 social media post ideas for children’s book authors to get you started. No fancy tools needed, just your phone camera and your social media account!

This Isn’t About Being Everywhere. It’s About Being Effective.

Social media doesn’t have to feel overwhelming. When your message is clear and your system is sustainable, it becomes an extension of your work, not a distraction from it.

You don’t need to do it all. You just need to do what works for you.

And if you need a nudge to get started, here it is: Your audience is already out there, looking for stories like yours. Make it easy for them to find you.

And if it ever starts to feel like too much? You’re not alone. Many authors reach a point where handing off some of the work to a social media strategist makes sense, and there are people (like me!) who love helping authors connect and grow online. Whether it’s strategy support, content direction, or someone to take it fully off your plate, you don’t have to go it alone.

Have questions? Drop them in the comments. Kristin will be there to help! Follow her on Instagram or Facebook for more insights. You can explore her services and contact her at scendasocial.com, or send her an email at kristin@scendasocial.com.