We are excited about the upcoming 13th National Black Writers Conference. Thank you for your support of the National Black Writers Conference and the Center for Black Literature at Medgar Evers College. You have witnessed the growth of the National Black Writers Conference and the Center for Black Literature over the years, and we truly appreciate your support as you are aware they both add value to Medgar Evers College, the Brooklyn community, and the general public. Both the Center for Black Literature and the National Black Writers Conference are known nationally and internationally.
Our 13th National Black Writers Conference will be held at Medgar Evers College, from Thursday, March 31 to Sunday, April 3, 2016. Poet laureate Rita Dove is the Honorary Chair for the Conference and we are also honoring Edwidge Danticat, Charles Johnson, Michael Eric Dyson, and Woodie King Jr. I hope that you will attend some of the programs and that you will be able to attend our opening and Awards Program.
You are important to ensuring that the public knows about the value and importance of our work. There are other organizations that focus on promoting African American studies, but we are the only Center for Black Literature in the country still focused on doing this work. We value your support in helping us to realize our mission.
Sincerely, Clarence V. Reynolds, Director
Center for Black Literature at Medgar Evers College, CUNY
Highlights from the National Black Writers Conference Include:
Publishing Workshop: Editing, Marketing, Book Production, and More Join book industry leaders; Earl Cox, President of Earl Cox & Associates; bestselling author and editor, Carol Taylor; and AALBC.com’s Founder, Troy Johnson, in a workshop on the publishing process. This workshop will introduce participants to the book publishing process by detailing the path that a book should take from writer’s mind to reader’s hands. (Sunday, April 3, 2016, 12:00 p.m. – 2:30 p.m.)
Provocateurs: The Symbiotic Relationship Between Photographers & Writers Photography This group show features the work of, Laylah Amatullah Barrayn, Rachel Eliza Griffiths and Marcia E. Wilson. The purpose of the exhibit “Provocateurs” is to present the linkage writers of African descent and their photographer counterparts share in rendering the Black experience and historical narratives. The opening reception will be held Monday, March 28, 2016 from 6:30 p.m. to 8:30 p.m.
Writers, if you are using Facebook to promote your work—especially paid promotion— invest 30 minutes of your time to watch these two videos, and read the article. It will probably change the way you think about Facebook and save you some time, energy, and money.
AALBC.com’s Last 3 Million Visitors
As a content publisher, marketing is part of the job. As an independent publisher, with limited resources, it is critical I use my resources wisely. My website’s analytics is an important tool for me. Below is a Google Analytics report which shows the source of AALBC.com’s last 3 million visitors.
Organic Search Brings AALBC.com 75% of Our Visitors
Ranking high on Google and Bing’s search engine results contributed to bringing AALBC.com more than 75% of our last 3 million visitors.
Creating high quality content, results in higher rankings in search engine results¹. The creation of high quality content is perfectly aligned with AALBC.com’s goal. No writer or content producer could reasonably argue against a system where the creation of higher quality content results in more visitors. Visitors, of course, are a primary driver of revenue for a website.
Direct Traffic is Not Too Shabby Either at 13%
The source of our direct traffic is trickier to nail down precisely, but it does result from visitors who come to AALBC.com, by clicking a link on my emailed newsletter, through a bookmarked page, typing an AALBC.com page directly into the browser, and any instance where referral data is not passed².
With all the hype surrounding social media, and Facebook in particular, many writers are ignoring time tested marketing techniques, like a solid mailing list. Our mailing list has just under 11,000 subscribers, and 100% of them have opened an email within the last 6 months (we actively remove subscribers who haven’t). Open rates for a typical mailing is at least 20%. This means every mailing will be opened by at least 2,000 readers. In addition, many of our subscribers are generous enough to be paid subscribers. We also send a mailing, once a month, that is sponsored. Not only is our eNewsletter an effective way to reach our audience, it is a revenue generator.
Approximately 90% of our traffic is generated directly and through organic search. The remaining 10% comes from other websites including social media.
Facebook Brings AALBC.com 1% of Our Visitors
It is interesting to note that Wikipedia and Rottentomatoes (RT, a film review aggregator website) sends us just about as many visitors as Facebook.
Publishers have the ability to post links back to their websites on related Wikipedia articles. In general this practice is considered “promotion” and is purportedly against Wikipedia’s guidelines. Despite that, I’ve followed the lead of major corporations and posted links back to related AALBC.com content. As the report shows the tactic works as well as engaging on Facebook, but with a fraction of the effort.
I post interesting AALBC.com content on Facebook almost every day (I’ve shared this article on Facebook too). Again, Wikipedia, where I have not posted a thing in over a year and is free, drives as much traffic as Facebook where I post almost every day and have paid for promotion.
If I add Facebook mobile, Facebook made up just 1.3% of my overall traffic (40K of 3M+ visitors). Of course it is better to have those visitors than not, right? Well that depends on the effort it takes to get those visitors, and what those visitors do when they visit AALBC.com.
Facebook Zero: Considering Life After the Demise of Organic Reach
One major problem with Facebook is that the quality of your content is of little significance. Facebook controls who sees your content. Search engines control who sees your content too, but search engines are motivated, and rewarded, by giving visitors quality search results. Facebook, on the other hand, is motivated by maximizing their revenue and engagement on their website.
I have watched AALBC.com’s Facebook page “likes” quadruple over the last couple of years, while organic (free) post engagement has dropped substantially. This is Facebook’s way to create an incentive for marketers to pay for post promotion. I have experimented with paying for post promotion, but I have yet to reach the level of engagement I enjoyed organically, a few years ago, with far fewer fans.
AALBC.com Last (and Final) Promoted Post Statistics
Despite having more than 20,000 fans and almost 5,000 friends, I reach less than 300 people organically with a typical post. If I spend $7, I can increase this to 2,000. But still, this is less than 10% of my fan base and I have to pay to reach them.
Keep in mind this is an audience that I built through my efforts of actively engaging with people on Facebook.
And of course all of this assumes you can trust the data the information being provided to you from Facebook. As the videos above assert there is a lot of click fraud occurring on Facebook. Are the 2,310 people I paid to see my ad real? Are the 19 who clicked the link real? If you ask me, I’d say, “no.”
Take a look at a report (below) which shows the “people” who clicked on my Facebook advertisement. The ad ran for 7 days, from October 1 to October 7, 2015. You will see that the Avg. Session Duration is 00:00:00—this is ZERO time spent on the website! Whatever clicked the link on my Facebook advertisement didn’t even wait for the page to load. Needless to say, my content could not have possibly been read, nor could a book purchase have taken place.
The average session time for my websites is measured, not in seconds, but minutes. A zero second session time is absurd. Even someone visiting a page by mistake, will take second or two before realizing it, and leaving the page.
Sadly, there is no shortage of social media marketing “experts” who promise to help you maximize the effectiveness your advertising campaigns on Facebook.
Few of us are sophisticated enough to evaluate the effectiveness of these experts or the effectiveness of a Facebook advertising, particularly when the data supplied by Facebook is suspect. Indeed, many social media marketers would claim, “We got you 2,310 views for only $7.” When in reality, what I got, in this case, was ripped off.
Someone looking at this report may notice that all of the Facebook referrals came from mobile users (m.faceboo.com/) and claim, well Troy your website, AALBC.com, is not optimized for mobile displays. That is true, but the page I was advertising is optimized for mobile displays. In fact the link is to a newly redesigned version of AALBC.com which will be officially rolled out in early 2016.
For writers and other content producers managing their own websites, with limited resources, adding the additional effort of maintaining a Facebook page comes at the expense of maintaining and publishing content on your own website. A compromise that few of us can really afford to make. That $7, I wasted with Facebook, could have gone toward paying a writer for content that a reader visiting my website would enjoy, and that another website link to.
Why would I continue to take precious resources away from the production of quality content on AALBC.com, which is responsible for 90% of our visitors, and generates revenue, and redirect those resources to Facebook, who we have to pay, to bring of 1% of our visitors, many of whom are probably fraudulent?
On top of that, by promoting posts (a form of advertising on Facebook), I’m literally paying Facebook to provide them with free content. Continuing to do this defies all reason and logic, so I have stopped.
As mentioned in the first video above, the YouTube social network pays content producers for publishing videos on their platform. This is the way it is supposed to work. Facebook should be paying us for publishing content on their websites.
Independent Websites Send More Visitors to AALBC.com Than All of Social Media
Individually, none of these sites (see a short sample listing on the right) are sending as much traffic to AALBC.com, as Facebook, but collectively they send much more—and therein lies our potential. We just need to recognize the power we have and use it.
Often, the only effort on my part, to get another website to link to AALBC.com, is to publish content that the website’s owner feels is valuable enough to link to. AALBC.com links to thousands of other websites; rarely do we publish a document that does not link to another website. Sites linking to each other naturally (organically) is the true nature of the World Wide Web.
Another strategy get referral traffic from other websites is to engage on their discussion forums or comment on their articles. To be clear, I’m not saying spam the comments section of websites with unrelated promotional material. What I am saying is look for articles related to what you may have written and comment in a meaningful or helpful way. A properly curated and managed site, welcomes this type of interaction.
AALBC.com has operated a discussion forum for over 15 years. Authors are encouraged to post information about their books and engage with readers. However, author have turned to my Facebook page instead of using my website. I’m seriously considering removing the Facebook page as it is cannibalizing visitors to AALBC.com.
Posting information about one’s books on related Facebook pages or another user’s wall is a strategy many use. This has resulted in many groups degenerating into a places where writers make “drive by posts,” sharing content from their own pages without even visiting the groups that they are posting to.
Even if many people engage with your content on Facebook, this serves to highlight Facebook’s site, not yours. A very small fraction of people will actually leave Facebook—and why should they if you are constantly posting on Facebook.
Unfortunately, a Facebook page is becoming the ONLY web presence for many writers and even businesses—they don’t maintain a website at all. Even a simple website is far more feature rich than a Facebook page can be. If we factored in Facebook’s invasion of our privacy, selling our personal data, and controlling access to updates; the choice between a Facebook page and a website should be a no-brainer.
If this trend continues the world wide web will be a far less rich place as folks migrate from maintaining websites to creating Facebook pages. Profits generated on the web will be concentrated at the top, greatly reducing the potential for independent websites to grow and for new ones to get started.
For a content producer having a Facebook page as your only web presence is a mistake. Because you are limiting your audience, not just to Facebook users, but to the Facebook users (real or otherwise) you pay Facebook to show it to.
Many writers will tell readers to “follow me on Facebook” and fail to mention their own website, or blog. Some writers even put the Facebook logo on their business card and marketing material. Even AALBC.com has Facebook icons on virtually every page. We give no other entity, save Twitter, as much free promotion as we give Facebook.
All of this attention paid to Facebook reduces attention paid to websites. In fact many excellent writers, have just given up blogging, or their blogs languish in obscurity, because they not getting enough visitors to make it worth the effort to maintain. Engaging more aggressively on Facebook, to increase blog readership, is not helping.
The Facebook Game is Rigged
Some might suggest that if you are only getting 1% of your traffic from Facebook, then you must be doing something wrong. Well you are not. The game is simply rigged against you as I hope my reports, these videos, and perhaps your personal experience has demonstrated.
Now if Facebook was sending AALBC.com thousands of visitors, who spent time on the website, this article would not have been written. If there were countless stories of bloggers, magazines, newspapers and writers who realized tremendous success and an increase of readership through their efforts on Facebook, this article would not be necessary.
Instead what I’m experiencing, witnessing and learning in my research is a very different story. It is also a story that is not being told, especially in the Black community.
There is Hope
AALBC.com’s time, energy and money will continue to be directed to two primary activities moving forward;
Producing Quality Content
I first started AALBC.com exactly 18 years ago today (October 10, 1997). Providing a platform to connecting readers with books about Black culture is what attracts people to this website. Our planned website upgrade will allow us to share information on books in a way that no other website is currently doing.
Advocating, Sharing , and Collaborating with Other Independent Websites Spread the word about websites you enjoy. Figure out ways to collaborate with other websites. Post comments in the comments section of those websites. If we don’t have an network of strong, independent websites working together, none of us will survive, and our only option will be a Facebook page (or a page on whatever platform has the most power at the time).
Despite all the caution described about Facebook, we can, for now at least, make Facebook work for us, rather than the other way around, without spending a penny, by simply sharing content on the platform.
If you found this message helpful (or not), please comment below and share it with others.
¹ Of course this is a simplification. There are other strategies one can employ to rank higher in organic search engine results, without producing high quality content. Search engines are engaged in a constant effort to defeat those that “game” the system, to rank higher in search results, with lower quality content. Search engines don’t always get it right, but it is a very difficult task.
² I really should take advantage of tagging URLs. This will help me identify of the “Direct” traffic in my analytics reports. In fact, I’m also contemplating paying writers by the traffic they help generate to the website, through the use of tracked URLs.
³ In 2012, Facebook famously restricted organic reach of content published from brand pages to about 16 percent. In December 2013, another round of changes reduced it even more. By February 2014, according to a Social@Ogilvy analysis of more than 100 brand pages, organic reach hovered at 6 percent, a decline of 49 percent from peak levels in October. (All of the detailed data, analysis and practical recommendations are in their white paper.)
Back in the the summer of 2013, I joined the fight to help save Marcus Books. My motivation was not solely limited to saving a single bookstore. I’ve never been to Marcus Books. I imagine most of you reading this haven’t either. I suspect more than a few of you never heard of the store and don’t care whether is closes or not.
While Marcus Books situation is sad and unfortunate, the closure of bookstores is being repeated at an increasingly alarming rate across the country. From my perspective, the fight is not just about saving one store, it is about saving all the stores—and websites too, including this one.
Will you support independent, Black owned, bookstores and websites, or will we willingly relinquish the few that remain? Will we sit idly by while complete control over which stories and information about our community, is handed over to some corporate entity concerned with only with maximizing profit?
The following was published, in January 2014, by Tamiko, Greg and Karen Johnson, co-owners of Marcus Books in San Francisco. They ask that we share their story.
An Open Letter From the Johnson Family
Marcus Books of San Francisco Evicted
It was difficult to know what to tell you about our struggle to stay in our building, its winding path of lawyers and judges and protests and promises, hopes and gravities made it difficult to report our status on a curved road. But the locks to the door of 1712 Fillmore Street have been changed by the current property owner.
Marcus Books missed a couple of rent payments (not such a rare thing considering that at the same time the largest US banks and even our government asked taxpayers to give them hundreds of billions of dollars of assistance). However, the mortgage holder, PLM Lender, foreclosed on the building that housed Marcus Books of San Francisco since 1981. It was sold to the Sweis family (realtors and owners of Royal Taxi in San Francisco). The Johnson family (co-owners of Marcus Books of San Francisco) have been trying to buy the building back for a year and half.
The Sweis bought this building in a bankruptcy “auction” (apparently they were the only bidder) for $1.6 million. The Johnsons offered $1.8 million, the Sweis set their price at $3.20 million, hoping to double their purchase price after a few months ownership. After some public outrage resulting in public protests against the Sweis, a negotiation brought their asking price down to $2.6 million, adding a million dollar profit to their purchase without adding any improvements to the property and adding a stipulation that the entire $2.6 million be raised within 90 days.
Marcus Books supporters, including the local chapter of the NAACP; ACCE (Alliance of Californians for Community Empowerment; Japantown activists; Westside Community Services; Julian Davis, our fearless legal council; Carlos Levexier’s “Keep It Lit” campaign committee; local literary community including writers and other bookstores; people from all over the world: friends, family, customers, churches and unions took a stand against the bulldozing of community. Individuals, unions and churches donated $25,000. The Community Land Trust of San Francisco garnered loan pledges of $200,000 and Westside Community Services offered a loan of $1.60 million. Though by any standards that would have been more than enough for a down payment, the Sweiss refused the $1.85 million start and filed for eviction.
Concurrently, the San Francisco Board of Supervisors unanimously passed a resolution requiring every division of city government make it a priority that they each use their “powers” to help Marcus Books stay in its location. In addition, and after 5 years of efforts by John Templeton (the leader in Black California history), and Greg Johnson (co-owner of Marcus Books of San Francisco), London Breed and Malia Cohen, two San Francisco Supervisors, initiated the Board of Supervisors’ unanimous vote granting landmark status.
With the numerous speeches of San Francisco Mayor Ed Lee stating his commitment to righting the wrongs of the San Francisco Redevelopment Agency’s slaughter of the thriving African American Fillmore District, we at Marcus Books believed the City would take some affirmative action on our behalf, since Marcus Books is the only surviving Black business since the Redevelopment devastation. Maybe that support is around the next bend? Well the locks have been changed, the cavalry is not in sight and it’s time to pack up the books and store them till we find another space.
You might ask yourself, why bother? Materialism rules the day. That is not news. More often than not we take it for granted that the “bottom line” is the only line worth respecting, though it respects no one. This is a common conception, but not right. Right is the vertical line that runs through all levels: from it’s spiritual top to its earthly roots. This verticality is manifested only by integrity. Integrity defies gravity in its perpetual longing for truth. Millions of people have been put out of their homes by bottom-line-feeders. It’s common, but it’s not okay, now or at any other time. Sometimes you just have to take a stand. Integrity is a verb.
In 1970 I had a vision bout rebirth. A segment of that vision informs this struggle. In this particular scene, the spirit is climbing the Tree of Humanity, being lifted higher and higher by those entwined in The Tree. The spirit never steps on anyone’s face or heart. It just carries their dreams up with it. Because it is growing towards rebirth, it gets younger with each step up. Though there are thousands of supporters at the bottom of The Tree, there are fewer at the top and the helping hands are fewer and far between. At the top of The Tree, at the stratum of the clouds, quantity has morphed in into quality. Here a storm of wind and rain rages, lightning strikes and a mad dog spirals up The Tree, snapping at the heels of the now, infant spirit. Teetering on a limb, the spirit sees a man face down in the mud at the bottom of The Tree. Seems he got there from letting go of his faith in The Tree. The surrounding clouds urge the spirit fall.
Cross Section The rumors, that were whispered,
Here, the silence screams,
And branches battle shadows
To defend their dreams.
Where Black is cut in pieces,
Can’t hold myself together.
Time cuts me down,
Life me brought up,
But lead me to this weather.
The Time says, ‘Fall
To soulless ease.
To struggle is disgrace.
The gravity will grant you peace,
And hide your shameful face.’
But I am born of honor:
Descendent from above.
My Father’s name is Wisdom
And my Mother’s name is Love.
And I have strength of purpose.
That’s what my climb’s about.
As I’m cut off,
I will hold ON
And trustingly Black-out.”
(copyright 1997, Karen Johnson)
For the hundreds of people who have lent their time, money and prayers, we are truly grateful.
—Tamiko, Greg and Karen Johnson, co-owners Marcus Books of San Francisco
… to be continued
We will rise again in San Francisco