On 01/16/2013, Google updated their Analytics Interface. The updates changed some navigation interfaces, added new functionality, and made certain areas easier to access. The Swenson Book Development Google Analytics for Author blogs written before this update have been updated to reflect these changes. If anything has been noticeably altered in the blogs, it will be clearly marked to reflect the update. Luckily, many of the changes only affect analytics users with more than one website – if you are only managing your author website, there isn’t a lot that is going to affect you. The New Google Analytics Left-Hand Navigation At first glance, the left-hand navigation looks completely different. However, it is virtually identical to the previous version with the exception of three new tabs under the search box. Dashboards allows you to create a dashboard with all the tools and widgets you regularly use in one easily accessible place Shortcuts creates links to your most-accesed sections if you have Google Web Developer Tools enabled. Intelligence Events lists automatic and custom-created alerts for the entered date range. Intelligence event alerts are triggered when something out of the ordinary happens on your web page. This can be a good event (like a sudden influx of traffic when a blog post goes viral, or bad one (like if your blog goes offline). In addition to this automatic alert system, you can also create custom alerts. For example, you can now get an email if you reach a certain number of visitors in…

Before the advent of Facebook, Twitter, or LinkedIn, an author only needed to demonstrate to agents, editors, and publishers that his or her book had a potential audience. Today, an author has to show customers waiting to buy the book when it is released. Book marketing in the digital era of transmedia is about pulling readers in to the author’s platform rather than pushing books out through the retailer’s door. Movie stars, newscasters, athletes, politicians and other public figures can demonstrate their audience platform based on box office numbers, Nielson ratings, million dollar contracts, popular votes, and news coverage. This explains why so many celebrities get book deals. Artists, activists, professors and other professionals build audience platform with every lecture, public speaking engagement, conference, workshop or exhibition. If you have prestigious degrees or positions, a powerful network and know key influencers, you have a built-in platform. But to persuade a publisher that you have a real customer base, you must show where you make an impact and give proof of audience engagement. This can be through quantitative measures (Google Analytics, Moz rank, size of your email list) or qualitative evidence (testimonials from opinion leaders, high profile reviews of your manuscript, news coverage or feature articles). Building an audience platform is not something you do overnight. It’s not a one-time event. Jane Friedman has a short video explaining the importance of starting early for your long term career goals. Building an audience platform is also not a one-size-fits-all process. It requires…

Some professional writers have a Facebook Page. Others use Twitter or Tumblr. Many non-fiction authors have a profile on LinkedIn. But every author needs a website under their own domain name. “Why, oh why, must I also build a website and blog, too?” I often get this question from clients who seek publication of their book manuscripts. Here’s why. You don’t own your own real estate on any of these other social media platforms. When Facebook changes its policy or practices you have no control over how that affects your electronic presence. Likewise with Twitter and Tumblr. LinkedIn and Facebook now have stockholders who eagerly await new measures to monetize these platforms so they’ll get a return on their investments. The real reason to use these other means for connecting and engaging with others is to drive traffic to your site by pulling them with your writing. The nice thing about internet marketing of content is that you can pull readers instead of pushing your book. Many authors shy away from self-promotion because they fear becoming the used car salesman hawking HUGE deals with a megaphone. This broadcasting approach does not work in the blogosphere. Instead a writer needs to be true and authentic in their cyber-persona. And it is a lot easier to do that while you’re standing on solid ground. The website is an author’s homebase and provides the foundation for your book’s success. If you have accounts in social media, link them to your website and blog. You…