As an author, you may not see the glamour of regional media, but what about a potential audience Nextdoor? Sure, you’d love to get on a local morning talk show, but the lure of national media is so much brighter. The reality, however, is that everyone wants a piece of national media, making it harder now than ever to stand out above the noise. And even if you could—what will it do for your book?
Don't Underestimate the Power of Regional Media
To add to this, a recent Poynter media article shows that regional is surpassing national by a huge margin, meaning that, on the whole, we are paying more attention to regional outlets that have stories more relevant to our day-to-day lives.
While you can practice and even perfect the art of pitching regional media, you can connect with them in other ways without making a single pitch. For instance, there's Nextdoor, the app that helps you stay in touch with what’s happening in your neighborhood. It is one of the best up-and-coming ways to key into your regional media markets.
Connect With Your Neighborhood
If you’re not familiar with Nextdoor, take a few minutes to check it out. More than half of US neighborhoods are active on the site, and 1/4 of the messages posted are recommendations—making it a potential market that should not be overlooked. And you can use it creatively to help you in other ways, too.
Earlier this year, I posted a question on Nextdoor about an issue I had with my Home Owner’s Association. Within a day or two, I was contacted by someone from my local ABC affiliate wanting to do a story. And yes, he found me on Nextdoor, which as it turns out, is where he gets a lot of his stories. He’s not alone. Regional media competes heavily for your time and attention, which means they are hungry for local stories, announcements, events, or problems you may be having.
Opportunities for Local Businesses
Nextdoor’s networking potential includes options for promoting local business—and yes, that includes you as an author. If you don’t have an account on Nextdoor, you can start by going to the recommendations tab and clicking on “Claim your page”. You may or not be listed there already. If not, you can add your name, business name, (if you have one) and whatever address you want the system to use. Unless you have a storefront business, you’ll probably want to send people to your PO Box, instead of listing your actual home address. Here’s the page you’ll get, once you click on “claim your business page:”
Once you finish, upload your logo, picture, or book cover, and you’re done. Now your neighborhood and much of the surrounding area will get to know you, your business, and your product.
How to Be a Good Neighbor on Nextdoor
As you start to play around on Nextdoor, keep in mind that anything you post could wind up in the news. In other words, be professional if you want to get noticed. They especially watch for things like events, both private and public, community news and trends, and ways that people are making the community a better place. So to capture their attention, be sure your posts align with these.
If you’re doing an event of any kind—whether something specific to your book(s) like talks or special promotions, projects or fundraisers, do post about it afterward. It should be a simple follow up thanking whoever showed up—and definitely, don’t abuse the system with constant promotional posts. You don’t want to become the “noise” that can plague social sites. Instead, stand out by sharing things that are interesting and that matter.
Have a Nextdoor success story? We’d love to hear it!
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