Do authors have to be 'always on'?

I received an email from one of my publishers last week with advice about social media sent to all their authors. It was very helpful and I’ll put some of the ideas in practice. I am usually busy on the obvious platforms, though I do have periods of more hermit-like behaviour which are important to my creativity.

It reminded me of the recent discussion on The Rest is Entertainment podcast (love that programme) about the need to be always ‘on’ as someone selling a creative product to the world.

We are all influencers, even if to a small group.

I sighed along with Richard Osman - it is exhausting, he said. But it might also be harmful, I added. For some, it is very stressful too as they feel to blame for failure.

I’m aware of the irony that I’m thinking about this in the ‘always on’ world of Substack. However, I prefer this longer form to the easily scrolled past world of more visual socials. I’m hoping my interaction with you the reader is a little more considered and both our attentions are engaged in a healthy and not brain-rotting way.

The problem about ‘always on’ for an author is that the creative process is like growing mushrooms - your story needs a dark private place to flourish. You can’t raise mushrooms in the full glare of publicity and on the motorway of public attention driving past. An author isn’t the story - that’s what being out there as the face of your book encourages.

And like good cheese, we might need a private pantry to mature. Vying for attention might also shift us to writing for an audience, showing off the process like a painter inviting people to her studio to watch her work. That would lead to inauthentic choices, ones made with an eye to their reception too early in the process. The wrong turns are important when writing. If you’ve announced a turn, you are then committed to it or have to explain why not.

Maybe it is time for a Code of Care for authors about social media? Here’s what I think should be included.

1. Authors should be encouraged to be happy warriors on socials but not expected to produce miracles.

2. Authors should be told clearly that publicity is primarily the job of the publisher. They can do their utmost to help, but success or failure of the book is the publisher’s responsibility and will largely depend on the budget and effort they devote to a book, not the author’s attempts to grow a huge following doing unpaid work. It is debatable how much that effort can move the needle on sales.

3. Time for hermit creation is to be encouraged - to get a better book at the end.

4. Take a leaf out of the movie industry - organise the contract so there is a publicity period around the publishing of the book of a couple of months so effort can be focused and then pressure off. It would be brilliant if that could be paid in some way to reward the real work this involves.

Working with a good publicist who takes control of a schedule, thinks creatively about how to get your book noticed, is a really welcome. I can think of some excellent ones that I’ve met over the years - thank you. The problem is usually they aren’t given the resources which is why they turn to the author. They want the success of the book too.

But the secret sauce is still - write a good book and hope for word of mouth recommendations. Authors, that’s our job.