Chapter 14

Monitor and Adjust

Efforts and courage are not enough without purpose and direction.John F. Kennedy

Like many things in life, planning is key for an effective strategy. View your online presence just as you already view important relationships—you have to check in, touch base, and give updates to keep your relationships going. So you don’t just want to pop up randomly in the social media world and then disappear or go silent for a few months. To build your following you have to stay the course.

Monitor the data from your website, newsletter, and social networking, and adjust as you go. I am often asked what I know for sure in the book publishing, book marketing, and digital marketing industry. While there isn’t one magic formula for ...

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