3 Reasons Why a Facebook Page Can’t Replace an Author Website

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I was recently talking with a debut novelist who was advised by someone in the publishing industry that a Facebook author page would be OK to use instead of creating an author website.

I’ve occasionally been asked by authors at conferences: Why not just use Facebook? Isn’t that where everyone is spending their time already? Why would people visit my site? Why bother with all the effort of establishing a site, which, if it becomes dusty or out-of-date, could be more damaging than no website at all?

First, I’ll address why it’s a bad idea to use Facebook as a substitute for your author website.

1. People may leave Facebook.

I remember the very first fan page I created for Writer’s Digest—and it wasn’t on Facebook or Twitter. It was on MySpace. Guess how many people visit that page now?

It may be hard to envision, but Facebook may eventually lose favor. Another platform may become more popular, or it may be an entirely new site or technology not created yet. It’s impossible to predict. But by choosing Facebook instead of an author website, you are favoring the short-term over the long-term. You are investing your time and energy in a platform that may not pay you back in several years’ time. Maybe it benefits your current campaign or initiative—but you can never be sure it’s going to benefit your second or third project.

In the meantime, your author website remains undone, and people who don’t use Facebook become incredibly difficult to identify and reach.

2. Facebook is not under your control.

This is pointing out the obvious, but authors don’t take it seriously enough. You can never control what Facebook does—with its design, with its user interface, with your likes/followers, with its functionality, with its ad displays. You’re limited in how you can optimize the experience, and your insights (metrics) are limited to what Facebook itself measures and decides to pass onto you.

Many people and businesses received a rude awakening when Facebook adjusted its algorithms so that only the most popular status updates would be seen by most fans of a page. If you want to reach ALL fans who’ve liked your page, you now have to start paying money.

That said, it’s true that a site with 1 billion users has attractive qualities to anyone building an online presence. I’m not saying ignore Facebook, but realize you don’t call the shots.

3. A website is the most effective way to deliver information to your audience.

Your author website serves as a hub for all your activity—online and offline. Imagine the following scenarios:

  1. A potential reader hears about your book from a friend. They Google your name or book title. Where do they end up? If you don’t have a website, they probably land on Amazon. That may not be a bad thing, but what if …
  2. A reader finishes your book, loves it, and wants to see if you have any book club materials, readings or events, or other opportunities to enrich the experience they’ve just had. They Google your book title. What do they find?
  3. A reader finishes your book, loves it, and wants to find other things you’ve written. That reader may explore Amazon, go back to Google and search for your author page, or find your Facebook page. Will they be able to find what they’re looking for?
  4. Someone in the media hears about your book and wants to contact you. They run a Google search. What do they find?
  5. A conference organizer reads your book and thinks you’d make a great speaker. They run a Google search. What do they find?

You probably see the common thread here. When people seek information, they often go to Google to search for it. People won’t be inclined to visit Facebook when they have a specific goal or information they’re seeking. Why? Because Facebook is a soft connection tool, for people to stay in touch in a very organic way. It’s not about structured information delivery, but conversation and social engagement.

A website, on the other hand, serves as a hub for all people who are interested in your work and are seeking more information or updates directly from you. It doesn’t matter if they heard about you online or offline, people are trained to use their mobiles, tablets, and desktops to search for more information, and your author website is a 24/7 resource waiting for them.

I haven’t even touched on the many other reasons an author website is essential to your long-term development as an author. They include:

  • Developing an e-mail newsletter list that puts you in direct contact with your true fans (this is like money in your pocket, a long-term investment that pays off hugely over time)
  • Making your other online efforts more effective—or making people aware of all the places you’re active. For instance, the No. 1 way people find out about me on Facebook (and end up subscribing to my feed) is because they’ve visited my website or read my blog.
  • Offering many ways for your fans to engage. Aside from having an e-mail newsletter, you may offer ancillary materials that fans would enjoy, such as additional chapters, resources, book club materials, etc.

But isn’t a bad website worse than no website at all?

It actually takes effort these days to have a bad website, given today’s website building tools such as WordPress.

I also have to wonder why your website would be out-of-date or damaging to your career if you continue to write and publish. The only reason I can imagine is if you had a website built in the way it was done 10 years ago, when you needed a web developer or programmer to be the “webmaster.” Today, if you create a new website, it should be done in such a way that it’s easy for YOU the author to maintain and update—no more difficult than if you were updating a Word document.

Sure, you may need to spend a couple hundred dollars every year or two for a developer to assist with a redesign or functionality add-ons. But for anyone with a long-term author career, this is one of the best and most critical investments you can make.

For more on author websites and Facebook, visit these other posts I’ve written (unless otherwise noted):

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JosephRatliff

4. Perception. People expect you to have a website as a professional author… THEN a Facebook, Twitter, etc… if you’re not on the web as your own entity first, credibility suffers.

Great post Jane.

Jane Friedman

YES. Agreed.

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[…] Friedman: 3 Reasons Why a Facebook Page Can’t Replace an Author Website. Excerpt: “I’ve occasionally been asked by authors at conferences: Why not just use […]

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[…] online presence, none of them take the place of a good, clean author website. Jane Friedman has 3 Reasons Why a Facebook Page Can’t Replace an Author Website. (I might suggest the same reasons apply to a business website.) Reasons No. 1 & 2? Think […]

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[…] Regardless of when or why you use Facebook, never consider it a replacement for an author website you own and control. Here's why.  […]

Richard Gilbert

Excellent tips and outlook. Thanks, Jane. With my memoir being published in Spring 2014, I am in the midst of having someone experienced with WordPress.org software make a web site and incorporate my existing WordPress.com blog, which has five years of content (I have posted every five days, on average).

My concern isn’t design or “look,” as I have seen his work and know that’s easily changed, but transferring my content seamlessly. He has done it before but confesses that sometimes there are glitches with graphics, and most of my posts include photos I’ve taken and which I would like to have move with the posts in the layouts I’ve used. I know my concern is an issue because another writer I know lost a massive amount of preexisting content in her WordPress blog to WordPress software site conversion. And she used her daughter’s web design firm!

I mention this issue at length because solving it represents a real opportunity for web design professionals.

Jane Friedman

Indeed, transferring content from one environment to another is always a sticky business. Whatever platform one uses for a website, hopefully it’s something that has a strong, usable export function!

Linda Paul

Item 1. There’s no guarantee that WordPress or any other platform will endure.

However, I really do agree with you on all the other points you mention. FB is for fun. An author website is for serious work. Besides there is no reason why a person can’t use FB to guide people to their serious website. That has worked amazingly well for my personal blog, even though the blog is not an author website.

Jane Friedman

Very true re: WordPress. It undoubtedly has a shelf-life like any other tech. That said, it powers 20% of websites in existence and is open source, so if you want a website that’s not owned/controlled by someone else, it’s tough to find a better option.

I should also clarify that I’m not against activity or engagement on Facebook. Nor do I think you must choose an activity like blogging over Facebook updates/engagement. Rather, it’s about what you consider home base.

Waldo Jaquith

There’s no guarantee that WordPress or any other platform will endure.

That’s not true. WordPress is free, open source software—as you long as you care to run it on your server, it will endure, and there’s nothing that anybody can do about that. Facebook, on the other hand, will endure only so long as its owners decide that it should continue to exist.

Bill Peschel

If you run WordPress on your own site, as opposed to getting a free one through wordpress.com, you’ll still have your site if the mothership goes down.

Jon Konrath

Also, if you do decide to register your own domain name and then point it to a self-hosted WordPress instance, if WP ever does die or something better becomes the dominant platform, you can always migrate your old content to the new software in the same place. And one of the components of Google PageRank is how long your domain has been registered, so keeping the same hostname registered is important.

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[…] a publishing blog took on the topic of Facebook pages as author websites. The post gives three solid reasons against this action, which we wholeheartedly agree […]

Natalie Aguirre

Great tips on why a website is valuable. I’ll definitely create one if I ever sell a book.

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[…] 3 Reasons Why a Facebook Page Can’t Replace an Author Website. […]

T.D. Hart

Here’s a question: Does a Blogger site–which is set up essentially as a website and a blog–count? There are so many tools I haven’t explored, but it seems like a one-stop way to engage readers and offer current info.
Or do we need a dedicated website AND a blog?
Thanks,
T.D. Hart

Mary Ann de Stefano

In my opinion, writers need to have one main website that includes a blog. As Jane says, you want to create a hub, a home base. So you only want to have one home base. (You don’t want to be competing with yourself for hits.)

Blogger, lets you create static pages, as well as dynamic (blog) pages so you have all you need right there. Blogger has been around for a long time, but is ultimately subject to the whims of Google, so I prefer hosted WordPress for that and many other reasons.

Jane Friedman

I agree with everything Mary Ann has said below.

A Blogger site counts as a website and is an easy way to get started, especially since it allows for static pages. The big drawback is that if you don’t intend to blog, Blogger doesn’t make much sense as a way to get started.

In an ideal world, your website & blog are under the same domain (as it is here, with my own site).

David Kutcher

Yes, a blogger site “counts” and is a great platform to use, just make sure to add your own custom domain to it!

Regarding WordPress vs Blogger, if you are not the most technical or don’t have a significant and compelling reason, Blogger is just as good: http://www.blogxpertise.com/2012/08/10-reasons-blogger-better-wordpress.html

You can also customize your Blogger site to be anything: http://www.confluentforms.com/2011/07/you-can-do-some-amazing-things-with.html

Bill Peschel

I know authors who have started and stayed on blogger and do just fine. The principle still stands: have a place to call your own.