"A warp-speed, lighthearted comedy-mystery"...Abigail Padgett

"A fun, charming novel about the rich and less so" ...Karen Doering

As I've said before, social media is social. It should not be used for direct marketing. For more in my "Social Media Secrets" here are links to Part 1: How to Avoid Twitter-Fritter and Facebook Fail, Part 2: How to Blog Your Way Out of the Slush Pile,  and Part 3: What Should an Author Blog About?

Here's the "secret" about social media that marketers don't tell you: it should be used for making friends, not direct sales.

As I keep saying, you wouldn't wear an advertising sandwich board to a Chamber of Commerce mixer, but a lot of authors are doing the digital equivalent.

• An ideal use of social media is when a digital friend picks up your new book because she loves your genre and she's watched you agonize over getting a publisher or struggle through all the hoops of self-publishing. Then she tells all her friends how the book made her laugh/cry/escape when she was going through her recent crisis. You connect emotionally with people, which is why your book takes on meaning for them.
• A bad use of social media is when people go to follow you on Twitter and find nothing but a stream of identical tweets saying "buy this book"...and nothing to suggest you're anything but a self-involved artificial life form. 
• Or they visit your blog and it has nothing but posts bragging about how everybody loves you and your books and you're just so doggone...full of yourself! Yes, it's possible to spam your own blog. Don't do it. 

(Updated) Google Plus users seem to be mostly techies and business people who are too busy to engage in a whole lot of childish behavior, so you don't have to be as afraid of troll-vigilantes as on Facebook and Goodreads. But:

1) Posting a link on more than one community page can get you marked as a spammer by Google Plus algorithms.

2) Posting a link without at least 100 words of introduction can mark you as a spammer. Personally, I think that's a shame because I used to just hit the Google + share button along with the Tweet button when I read an article I thought might interest writers.

Google+ is soooooo slow that opening my page and writing 100 words about every link means I can't post as many links. But I guess they want more exclusive content written for Google Plus alone. 

There has been a kerfluffle in the tech world this week because Google+ has changed its TOS and is going over to the dark side, and wants to invade your privacy like Facebook, and may even use your comments and profile pictures to promote products. But there is a way to opt out through this link.

Next week we're going to have a guest post from Google+ guru Johnny Base, who's going to tell us everything an author needs to know about Google+

What about you, scriveners? Have you ever been criticized or punished for spamming when you didn't realize you'd broken the rules? What kind of spam bothers you the most? Do you think spam marketing sells books? 

Here's the thing: the Internet is still the wild frontier. And it's so huge nobody's quite sure how to police it.  Big, loosely regulated social media sites seem to encourage the worst in human behavior. Facebook allows people to make hate pages for celebrities with happy abandon, and the comments on news sites and You Tube can make you want to wash your eyeballs.

You Tube is making some sweeping changes to try to curb some of the more horrifying comments. You'll soon need a Google+ account to log in. (Google+ is set to become the most important player for business in social media. We'll have a post on that in a few weeks.)

Online nastiness is so pervasive that even some literary sites have become more like a jungle full of feces-throwing monkeys than a place for civilized discourse.

Recently, the review site Goodreads (now owned by Amazon) has tried to cut down on the poop-tossing by deleting some ad hominem attack "reviews" and obscene or threatening "shelf" names. Some people decry this as censorship and are protesting by sabotaging Goodreads with thousands of one-star "reviews" on random authors' books.

You can read an overview of the new developments by Pavarti K. Tyler at Indie Reader and Laura Hazard Owen at Gigaom and more at the Passive Voice.

But I fear it will take more than deleting a few reviews to change the online culture of entitlement and emotional brutality.

After I wrote my post on "Gangs of New Media" a few months ago, people contacted me with heartbreaking tales of online bullying in the publishing industry. Authors, readers, and reviewers alike had horror stories.

Respected reviewers had stopped posting to Amazon because of reviewer-on-reviewer attacks and harassment by angry authors. A seasoned Hollywood screenwriter was hounded so mercilessly she had to unpublish her books and change her name. Even a retired army sergeant has been terrified into silence.

But Amazon is trying to crack down, and you can help by reporting abuse when you see it.

Meanwhile, writers need to learn how to avoid gang-infested neighborhoods and stay off the radar of the poop-tossers, bullies, and vigilantes.

Unfortunately marketers sometimes tell us to go into those neighborhoods and do the very things that will set off attacks. I've seen "marketing handbooks" that are the equivalent of sending children into gangland wearing a rival gang's colors.

Part of the problem is that the rules of the online book world bear little resemblance to the conventions of the staid, gentlemanly publishing industry of the past.

That's because the laws of online activity come from the people who were here first: hackers and gamers.

When you enter the online culture, it can feel like stepping into a game of "Grand Theft Auto." It's an aggressive, testosterone-fueled, competitive universe. On some sites, sociopathic behavior is the norm and innocence is a crime.

Everybody is trying to eliminate the enemy, and the enemy is probably you.

"Gaming the system" is a matter of pride for some, and because people tend to judge others' characters by their own, the system-gamers think every innocent newbie is gaming the system too. (If someone accuses everybody he meets of sneaky, underhanded dealings, he's revealing a lot about himself.)

Probably the most infamous Internet menace was the sociopath called Violentacrez, who slimed up the forums of Reddit with threats and hate speech masked as "categories" with names like "chokeabitch" that were technically within site guidelines, but invited misogynist rants, child pornography and hate.

We can't blame the Internet entirely for the phenomenon. These are the same people who 40 years ago would name their dogs a racial slur and claim to be "just calling the dog." If anybody objected, they'd rally a mob to beat up the "puppy hater."

Violentacrez was finally outed by Gawker last year, but thousands of his trollish kin remain—and plenty of them lurk under literary bridges.

So don't give them an excuse to terrorize you. Follow the rules. Nobody deserves to be bullied, but you're safer if the bullies don't notice you.

Remember: social media should not be used for direct marketing. It should be used for making friends. You wouldn't wear an advertising sandwich board to a Chamber of Commerce mixer, but a lot of authors are doing the digital equivalent. It makes them bully-bait.

If the bullies catch you breaking their rules—even unwritten ones—they will destroy your career and reputation with all the self-righteous sadism of the Taliban slaughtering a schoolgirl.

Unfortunately, ferreting out those rules can be daunting. Even when they're posted, they're usually obfuscated by legal jargon written in a fly-speck font. I've only learned the following by trial and error. Lots of error. When I wrote this post urging older people to learn to write Amazon reviews, I was pretty naive. I still urge readers of my generation to write reviews—this is a culture desperately in need of grown-ups—but if I'd known about the hostility of the review culture, I would have worded it more carefully.

Since then, I've been saying, "I wish somebody would post the rules!"

But hey, nobody has, so here they are—as well as I can figure out. Pass them on to your marketing department.


Easy to say; harder to follow.

What is spam? It's unwanted promotion: the digital equivalent of those sales pitch phone calls you get just as you're sitting down to a family dinner.

But one person's spam is another person's "savvy marketing." One of our biggest problems is that spam is defined differently depending on where you are.

Here's a detailed post on how NOT to spam on specific sites like Facebook, Twitter, Goodreads, forums, etc.

A few authors have spammed and gamed the system so badly that we're all paying the price.

Some readers have reacted so negatively they've invented a bizarre dichotomy of readers vs. writers. They consider anybody who writes to be the mortal enemy of "readers." Don't ask me where they think reading material comes from. A Magical Book Stork in the Sky may be involved.

Of course, in real life, authors are voracious readers, but remember this is a videogame world, so they need an enemy.

Mention you've written a book—even an unpublished one—and that enemy is you.


One of the tricks of the early Amazon-gaming authors was to give a book a 5-star review, then contact the reviewed author and demand a 5-star in return. If the targeted author refused, the 5-star would be reduced to a one-star.

Not all trading of reviews is the result of blackmail. Lots of authors drop hints they expect a quid pro quo when they've written a good review. Do not fall into this trap. Even if you love the reviewer's book, you could be violating Amazon's TOS.

One of Amazon's rules is that you can't review a product if you will benefit from the proceeds. That's why your Mom can't give you a review. Or your editor. You also can't review if you have a "rival" product. This has been interpreted recently to mean "any author who writes in the same genre"—even if that review is positive.  I think that's silly, but it's best to be safe.

In the great Amazon review purge following the purchased-review scandal of 2012, thousands of reviews were removed, some of which were solid, honest reviews, so you need to avoid any hint of impropriety. If you love the book of an author in your genre who has given you a nice review, and you want to avoid any worries, give her a spotlight or interview on your blog or offer a blurb to be included in the "editorial reviews" instead of appearing to trade.

Update: South African author Niki Savage reports that an Amazon spokesperson told her the Zon has revoked the rule that authors can't review other authors in their genre! I don't know if this applies to the Zon worldwide, but if you've been dying to review a book in your favorite genre, go for it!

If a review violates the rules, you can ask for it to be removed, but responding—even to a good review—makes some reviewers nervous. They want to feel we're off in another realm somewhere, not right here looking over their shoulders.

On places like Goodreads, people will call you a "badly behaving author" simply for thanking a thoughtful reviewer for a good review.

What you can do when you get a fantastic review is follow the reviewer on other social media and hope they'll initiate contact. Several of my reviewers have become good friends because I friended them on Facebook. But resist the urge to say "thank you" in the comments of the review itself. I did this myself before I knew the rules, with no bad consequences, but you never know when a vigilante might be lurking. (I'm only talking about review sites here: not blogs. Most bloggers welcome a thank-you for a nice review.)

But especially don't comment on nasty reviews. You're inviting more abuse.

Here are a few facts about reviews that may help to keep your fingers off the keyboard when the nasties hit:

1) Online review sites do not require reviewers to read a book and often allow people to rate a product even before it's available to anyone. This is a convention of the gaming world. It's something videogame companies did in the early days to gauge interest in a new game. Now, unfortunately, it's become a convention in online bookselling.

There's nothing we can do but spread the word that those star ratings don't mean a thing. I wish they'd drop them.

Why do people write nasty, hateful reviews of books they haven't read? Because being nasty and hateful is what they do. A new study says haters really gotta hate. Be glad they're on your book page and not in your living room.

2) One of the most common nasties is the "I hate this genre" review. I've seen plenty of review pages by people who apparently do nothing but troll Amazon for books in genres they hate so they can write one star reviews. Unfortunately, they have that right. 

3) Bestsellers pretty much always get snarky reviews. So accept it as a mark of success. Sometimes they're from sour-grape wannabes and sometimes from sock puppets. (Those are other authors with fake id's trying to get you "out of the way.") But sock puppetry is hard to prove. If the person has no other reviews and mentions a "rival" book, report abuse and hope the Zon elves will give you a hearing.

4) Free books are magnets for cruel reviews. It's one of the reasons free books aren't working as well as they used to.

Give-aways of free paper review copies on Goodreads and other book sites are being gamed. Every day I see authors complain that their expensive review copies are immediately sold on Amazon as "new" and they get no review, or worse, a one-sentence one-star.

So I advise that authors only send paper review copies to established bloggers and reviewers they have a prior relationship with.

NOTE: Always query a book review blogger before sending a review copy and for goodness' sake, READ THE BLOG—why is that so hard? Publicists: I'm talking to you.

5) Luckily, your readers can usually spot a troll review and nice people may even buy the book because of it.

And guess what? There really are a lot more nice people than nasty ones. One way to fight all this is to be one of the good guys. Writing honest reviews of books you like is the best way to fight this behavior. 


These crimes are new—and span continents—but when a few sociopaths interfere with the bottom line of multinational corporations, you can be sure somebody's going to figure out how to control them.

That may result in restricted freedom for us all, so cutting down on it now is in everybody's interest. That's why you need to report abuse whenever you see it.

Okay, what's a screenshot? If you're a Boomer like Ruth and me, you may not know much about them.

But it turns out there's a way to take a photo of what's on your screen.  I could really have used it when I witnessed some abuse recently. But since then, I've found this great thing called Awesome Screenshot that puts a button right on your toolbar. You just click on that button and, voila! You can capture the whole page, the visible part or a partial. You can even make red circles around the pertinent spots.

Note: a negative, snarky review is not abuse. A review that's obscene, threatening, or attacks the author personally is. So is an ad for another author's book or services.





A barrage of One-star personal attacks, called "swarming" can usually be removed. Character assassination by "review" is one of the more heinous misuses of Amazon and Goodreads.

To report abuse:

1) On FaceBook there's a little downward-arrow to the right of the post that will bring up a menu. One of the possible selections is "report abuse." Unfortunately the trolls have found it too, and they love to report people for abuse when they haven't done anything. But if that happens, you can write to appeals@facebook.com.

2) On Twitter Click on "***more" in the lower right corner of the tweet. This brings up a menu for "share", "embed" or "report". "Report" brings up a new menu where you can simply block, mark as spam, "compromised" (for when your Tweep has been hacked) or "abusive". "Abusive" brings up a form to fill out. It's more hoop jumping than they used to require, but that's to prevent trolls from reporting random innocents for abuse, as has been happening on FB.

3) On Amazon there's a prominent button for reporting abuse. Use it especially if you see abuse on another author's page. Amazon will pay more attention if it's from somebody other than the victim.

4) On Goodreads the button for "flagging" abuse is harder to find, but this post by friend of the blog Lexa Cain will tell you how. Also report abuse to the administrators via support@goodreads.com. Goodreads has tolerated rampant abuse of their review and "shelving" system for a long time. But now they're trying to clean up their act, so they will pay attention to your reports.

Even if you don't see an immediate result, things are probably happening behind the scenes. Site admin. usually pays attention to abuse reports only after they get a lot. So report.

This just in. Some of the info I have here is wrong. We DON'T have to live with misleading reviews. Here's an enlightening addition from attorney Janet Normalvanbruecher,a practicing attorney with a sub-speciality in intellectual property law.

"Just because a multi-national corporation willfully breaks the law does not mean it is legal!

SELLERS HAVE AN AFFIRMATIVE DUTY TO ENSURE ANY CUSTOMER TESTIMONIAL THEY USE TO SELL PRODUCTS IS TRUE

I will list links to the relevant legal statutes, government agencies, and news sources so your readers know they DO have recourse.

1. Online customer reviews are a form of 'endorsement' or 'customer testimonial.'

REF: Federal Trade Commission overview video - http://www.business.ftc.gov/multimedia/videos/ftc-endorsement-guides

(Note: due to the government shutdown you can't access this video until the trolls in congress stop bickering ... but it's excellent).

2. This doesn't just apply to online bloggers, but ANY distributor (seller) or other website that makes their money selling third-party review data to create sales. The operative word is 'commerce.' It has to somehow involve money.

REF: Federal Trade Commission Guides Concerning the Use of Endorsements and Testimonials in Advertising (this link is not effected by the gov't shutdown):

http://ftc.gov/os/2009/10/091005revisedendorsementguides.pdf

3. Attorney generals nationwide are beginning to crack down on fraudulent third-party review sites such as YELP who rates hotels and restaurants much the way Goodreads reviews books:

REF: http://www.nbcnews.com/business/ny-attorney-general-cracks-down-fake-online-reviews-4B11235875

4. If you believe a review is false, you can file a complaint with these Federal Agencies (note: due to the shutdown you may need to wait until congress finishes bickering):

a. The Federal Trade Commission: www.ftccomplaintassistant.gov

b. The Better Business Bureau: https://www.bbb.org/consumer-complaints/file-a-complaint/get-started

c. Your local state attorney general's office:
Google: YOUR STATE + ATTORNEY GENERAL CONSUMER AFFAIRS DIVISION + FILE COMPLAINT

There are also ways to track the IP address of people who post a comment on a blog and then drag them into court to personally sue them, but right now the government is beginning to get interested in how big multinational internet sellers such as Amazon and big multinational internet rating sites such as Goodreads are gaming the system, so I recommend you file a complaint with THEM. It takes HUNDREDS of complaints to get the government to stick their nose into something, but as you can see from the New York AG/YELP scandal, eventually they usually do.

To tie it up ... do as Anne recommends ... avoid troll havens ... never comment on a review ... quietly report the troll-dung and walk away ... but PLEASE take the next step and also file complaints with the appropriate government agencies, not just the media. The media is not always sympathetic to authors. 

The government, on the other hand, is very interested in how powerful Amazon and its sub-rating sites have become. Tie it to MONEY (lost sales), not fairness, and eventually the government will get off it's backside and bite back the trolls FOR you." ...Janet Normalvanbruecher 

Internet bullies are both. They are literally drunk on their own rage. Rage can trigger endorphins that create a high similar to cocaine or meth.

How far do you think you'd get using reason and logic with a crazed tweaker on the street? Right. Then don't try it on the Internet. Even if they are wrong. Because guess what? They almost always are.

This famous 2008 cartoon from xkcd says it all.



The most important thing to remember when you encounter unpleasantness is: take a breath, verify facts, and don't over-react. As Bob Mayer said on his blog last week: "The internet is a very dangerous place. I’ve seen internet lynch mobs go crazy over the slightest thing (done it myself a time or two) but a day or two of waiting and watching isn’t going to change anything."

When cybermonkeys start tossing verbal feces around a forum or blog, treat it like any other pile of poop.

• Carefully walk around it.
• Realize you don't have to tell anybody what it is. Its stink will give it away.
• Call maintenance.
• Go someplace cleaner.

You might want to send private messages of support to victims, but don't stand up for victims in cyberpublic no matter how much your inner Atticus Finch is hurting to speak.

I didn’t follow that advice recently and I'm still scraping stuff off my shoe.


Absolute Write is no longer recommended. I used to suggest looking there for info on bogus agents and scam publishers. These days, it's so dominated by bitter, bad-tempered snark, you'd probably be safer with the scammers.

Amazon Forums: The Deadwood of the publishing frontier. Brutally anti-author and out of control with vigilantism.

LinkedIn Writers Groups. Some may be safe, but I've unsubscribed from all the ones I belonged to. Way too many rageaholics. LinkedIn is the most invasive of all social media and if you're not on it because of work, I'd recommend you stay away. They'll try to trick you into giving them access to all your email accounts so they can spam every one of your contacts mercilessly in your name, including every agent you've ever queried.

Goodreads: Mean Girls meets Lord of the Flies. This site has been desperately in need of adult supervision for a long time. Recently, they have made big steps in cleaning up the site, but I'd still suggest you stay in safe, author-oriented groups. (I'm fond of my BoomerLit group.) And don't read your reviews!

Or, to be really safe, follow the advice one agent tells her clients: "Go to Goodreads to put up an author profile. Link to your blog. Log out. Never go back."


1) An online product review is nothing like a traditional book review. When most of us think of a book review, we think of something in the New York Times, or a thoughtful assessment of a work written by a sincere blogger who has read the book and done some careful thinking and writing about it.

But online product reviews—as established in the early days of the Internet—are essentially comments, like the comments you see at the end of online news stories or a You Tube entry.

That means some online "reviewers" bear the same resemblance to traditional book reviewers that homicidal baseball fans do to sports commentators: not much.

2) Cruel, angry reviews say more about the reviewer than they do about your book. And they put you in excellent company.  I know yours hurt like a physical wound, but it helps to read some of the idiotic one-stars of the classics.
3)  It's an urban myth that Amazon requires a certain number of reviews or stars or "likes" on your author page to "move you up the ranks." Only one thing does that: sales.

Some advertising newsletters like Kindle Nation Daily, E-Reader News Today and BookBub do require tons of 5-star reviews, but I think that encourages gaming the system so I use advertisers that don't, like E-Book Bargains UK.

For actual readers, it's much more important to have a few good reviews and some good editorial reviews from well known authors. So don't obsess.

4) A lot of people view retail site reviews as a place for comic relief. Some can be hilarious. Actor George Takei recently made "top reviewer" status on Amazon for his reviews of odd products. I dare you not to laugh.

Others can be morbid and weird, like the Yelp reviews of the hotel where a body was found in the water cistern, or reviews of a wife-killer's "self-help" books.

5) Bad reviews don't always mean bad sales. One young writer engaged in an ill-advised snark battle with an ex that ended up in getting her book over 100 one-star nasty, racist reviews. But her book seems to be selling briskly.

6) Amazon also has an ultra-competitive "top 500/100/50 reviewer" program and you can get caught in their games. According to many reports, Grand Theft Auto mentality is rampant there. Reviewer-on-reviewer bullying and competition can be toxic. I've seen them use review comments and "useful" voting buttons to harass each other. Or they give one-stars to books their rivals love. With the author or vendor getting caught in the middle.

This is obvious breach of Amazon rules, so clicking the "report abuse" button usually solves the problem, but it can be traumatizing for the baffled author.

There is a rigid Amazon review culture and fall afoul of it at your peril. I've just heard of a new book about it called How to Get Good Reviews on Amazon by Theo Rogers, which may explain some more of the arcane rules.

7) Most people who write product reviews and comments are sincere, helpful customers, and some Amazon book reviewers are old school literary experts who could be published in any upscale magazine.

The best way to clean up the review system is add your honest reviews to the mix. Join the ranks of the sincere and helpful! 

I know sometimes it seems as if nastiness on the Interwebz is getting worse, but according to some, it's actually turning around. In the May 2013 issue of Esquire, Stephen Marche said: "The Internet has reached peak hate. It had to. At every other moment in history when there has been an explosion of text — whether through social change, like the birth of a religious movement, or technological change, like the advent of print — a period of nasty struggle ensued before the forces of civility reined it in."

Let's hope for those forces of civility to step in soon.

Please don't discuss any specific recent incidents of bullying in the comments, or we'll attract monkey-poo (and if you see it, don't respond. Let it stink for itself.)

But don't keep bullying stories to yourself. Lawyers, law enforcement, and journalists are collecting information and will be grateful for your input. You can leave an incident report for NBC news here. There's more info at the International Bullying Prevention Website.

What about you, scriveners? Do you think Internet can be civilized? What other rules should writers follow to stay safe? Can you recommend other safe places for writers? Know of any other bad neighborhoods we should avoid? Do you think retailers should drop the "star" system on online reviews?

But in the digital age this venerable type of formula has taken on a huge importance for the marketplace. An algorithm can make or break sales of any product online. As superstar author Hugh Howey said in an interview on Reddit, “I'm guessing 90% of my sales are from reader recommendations and Amazon algorithms.”

Or as his interviewer called them "the inscrutable Amazon algos."

They're sure not scrutable to me. I'm pretty sure they have to do with math, at which I suck. Seriously. I had to be counseled for “math anxiety” in high school.

Besides, algorithms aren’t that easy to define—even for the people who work with them. The Wikipedia article says, “While there is no generally accepted formal definition of 'algorithm,' an informal definition could be 'a set of rules that precisely defines a sequence of operations.' For some people, a program is only an algorithm if it stops eventually; for others, a program is only an algorithm if it stops before a given number of calculation steps”

Yeah, right. If you’re like me, your eyes have started to glaze over already. Secretly, I think of them as little robot elves who get things done inside my computer.

Like bringing up 64,300,000 links in .52 seconds when you put the word “algorithm” into Google’s search window.

Pretty durn clever, these elves. And kind of Big Brothery. They're what Facebook uses to analyze your “Likes” and figure out if you’re gay, conservative and/or smart.

They’re not infallible. They're responsible for sending you those emails from Amazon suggesting you buy or review your own book, and they're the reason you got spammed with dozens of ads for refrigerators after you accidently Googled “fridge” instead of “fudge” last week.

But they work well enough that businesses increasingly depend on them. A new online lingerie retailer, True&Co, uses a questionnaire and an algorithm to sell mail-order bras—a product that’s difficult to fit even in real-life dressing rooms. According to the NYT, at True&Co “women end up buying more of the bras chosen by the algorithm than the ones they select themselves.”

As you might imagine, online book retailers depend heavily on algorithms to get books in front of the people who might buy them.

David Gaughran talked about the complexity of Amazon’s algorithms in making Amazon’s bestseller lists on his blog, Let’s Get Digital.

“Amazon has a bevy of Bestseller Lists, all split into Free and Paid listings. The big one is theTop 100 in the Kindle Store, and placement on this list can drive staggering amounts of sales. This list is populated with items ranked #1 to #100 in the overall Kindle Store, which includes not just e-books, but also things like games, magazines, and newspapers.

The exact algorithm Amazon uses to assign a Sales Rank to each book is a closely-guarded secret, but the general make-up is easy to deduce. Simply put, your Sales Rank tells you how many books are selling more than you at this moment in time (it’s updated hourly). However, it also takes account of historical sales. More recent sales are weighted much more heavily in the algorithm, though, and velocity plays a big part too (how much your sales are increasing at that moment in time). There’s a lot more to it, but those are the basics.”

David talks more about how Amazon’s algorithm-driven recommendation engines work in a post from February 2013.

But the most important thing to know about the algorithms book retailers use is that they CHANGE. Those robot elves are programmed by real people—who are constantly inputting new data.

Mark Coker changed algorithms at Smashwords last year to encourage authors to stop devaluing their work by giving away so many free books.

Mr. Coker said, “At Smashwords, up until January of this year [2012], our algorithm for best sellers just looked at absolute downloads, but authors gamed that system by offering discounted or free books using the Smashwords coupon tool. So we changed our algorithm to focus on gross sales, so now when you look at the Smashwords best seller list, you’re looking at absolute dollar sales, which we are using as a representation of the interest of customers.”

Amazon changes its algorithms more often than Smashwords. Which means a whole lot of the “rules” you hear about how to sell big on Amazon are based on algorithms that no longer exist.

If you're in the indie author scene, you've no doubt heard a ton of rumors about what the Amazon algorithms will reward or penalize. You’ll hear that more than 50—or 100—“likes” will get more recommendations, or any 3-star or lower reviews will exclude you from the also-boughts or downgrade your author rank. Or that uploading from a non-US country downgrades your status, or dissing Amazon in their forums will be reflected in your sales ranking. Some of these may be true or may have once been true, but they’re hard to prove. And trying to game them generally isn't a good idea.

That's because the one thing we do know for sure about algorithms is that Amazon does not like it when you try to game them.

Which is probably why the Zon is removing the “like” buttons and “tags” on US buy pages. Every author group I belong to asks people to “like and tag” each other’s book pages whether or not the books are in a genre you read or enjoy. Which means the “likes and tags” no longer have meaning for tracking a person's individual preferences, which was the point in the first place.

Even though nobody can know for sure how the “inscrutable algos” are programmed, Amazon watchers can tell when there’s been a change. Some people make a serious study of them.

With the advent of KDP Select—Amazon’s program for books they have exclusive rights to sell—the algorithms were changed to benefit Select members. Select books get more weight in the popularity lists, more suggestions for “also bought” books, e-mail recommendations, and are featured when somebody searches the genre. That makes sense. When you ask for an exclusive, you need to give perks.

Now there’s an even more privileged “White Glove” program for books that have been “self-published” through a literary agency. It has a longer exclusive period and gets the benefit of even more also-boughts and other promotions.

Nothing wrong with that. It’s Amazon’s store and they can promote what they want. But it does make it harder on the truly self-published and small-press competition.

The “Kindle Revolution” that Amazon sparked in 2009 allowed individual authors to self-publish cheaply and gave them an equal opportunity with big publishing’s authors to get discovered. This was a brilliant way of providing a lot of inexpensive books for their brand new Kindle at a time when most people didn’t even think they needed an ereading device.

It was win/win. Amazon sold Kindles—and individual authors got to enter a marketplace that had been reserved for big corporations for half a century.

In doing that, Amazon shook up the book world and did a service to new authors that was pretty unprecedented.

But since then, Amazon has become a publishing company itself. Their Thomas and Mercer, 47North, Montlake Romance, and other imprints now compete with the Big 5. They also compete with the indies. Guess who the algorithms are likely to favor? (I did mention the elves are smart?)

Meanwhile, Amazon's competition as a retailer continues to grow. Kobo and Apple are gobbling up market share. Like any big business, the Zon wants to dominate the competition and keep its place as Alpha Dog of the online retail business.

So they’ve made it very appealing for authors to sell exclusively through them—both with their KDP Select and White Glove program.

And last month they bought Goodreads. We still have to see how that will affect self-and small-publishers. David Gaughran thinks it’s a boon to authors. But some others, like Jarek Steele, and The Author's Guild —not so much. But Mr. Coker saw a silver lining: a way of thwarting people who try to manipulate the elves with paid reviews. For a nice, balanced overview of the argument, read Porter Anderson's piece in Ether for Authors at Publishing Perspectives.

The one thing people agree on is that Amazon wanted Goodreads' data to feed its algorithms. As Gaughran says “Amazon’s recommendation algorithms will be vastly improved with all the data that Goodreads has been collecting.”

So is it true that the Amazon algorithm elves are no longer friendly to indies? Do they only like you if you publish through them, or have an agent—or at least give them an exclusive?

I think it's clear that multi-platform indies are not in the Zon's A-list any more.  I’m not sure we’ll see as many 100% self-pubbed authors reach the heights that Amanda Hocking and John Locke did in the heady early days of the "Kindle" revolution. But indie books by previously traditionally-published hybrid authors are still breaking records. And agents are still trolling the Amazon bestseller lists.

Indies are also hurt by the Big Six books that are being offered as cheaply as indies. (There have been amazing giveaways of big name author’s books, especially in the UK. And this week I saw Barbara Kingslover's iconic novel The Bean Trees for $1.99)

Some people think this all means that the self-publishing revolution is dying.

But the fact is, the trend to self-publishing and boutique digital press publishing is not only alive and well, but growing.

This is because Big Publishing has done nothing to change their attitude that the publisher/author relationship must be one of master/slave. They have made themselves less attractive to new writers with ever more draconian contracts and demands that authors hire publicists and provide expensive traditional marketing with their own funds while the publisher risks nothing, sometimes offering no advance.

The fact that Amazon aspires to become a big publisher itself may make Amazon less attractive for the truly independent author.

But the door to successful self-publishing has been opened and it’s not going to close. The Zon may no longer be the fairy godperson of indie self-publishers, but it's not the Great Satan, either.

And more important:  it's not the only game in town. Amazon now represents less than 50% of the ebook market.

• A huge number of readers prefer to read on their iPads, which makes the Apple store a big contender.
• 50% of Apple ebook sales are outside of the US, where the Zon is not always revered, due to a habit of tax dodging. 
• Kobo has a growing share of the international market, plus Kobo ereaders are selling in indie bookstores, which gives indie authors a chance to reach readers through old-time word-of-mouth, in-store promoting. 
• The moribund Barnes and Noble/Nook store is undergoing a major overhaul with the new Nook publishing. Those who fear change say it's a disaster, but many in the know say it's much more user friendly and heralds new and forward thinking from Nook, which is still a player in the ereader market. 
• Plucky little Smashwords is expanding all the time. They are the only way for non-US writers to get uploaded to region-specific sites like Barnes and Noble, so they are becoming more and more useful to indies all over the world. 

Self-and small press published authors who want to be on top of the next trend need to spread their marketing to all platforms, instead of spending all their time courting the Amazon algorithms with freebies and/or organizing armies of fellow authors to give likes and tags and fake reviews.

Launching a book in Amazon's Select program still seems to be a good move. (It works for me, anyway) but after the first three to six months I think most writers need to spread out to other platforms and promote there.

What we do not want to do is keep repeating what worked when the algorithms were the BFFs of the indie authorpreneur and the word "Kindle" was synonymous with "ereader".

The  Indie "Kindle" Revolution may be fading, but the Indie Digital Revolution is still in a dynamic and robust infancy.

What about you, scriveners? Have your sales been affected by the changes in algorithms? Have you heard rumors that you need to do certain things to keep on the good side of the Zon elves? Do you miss the "likes" and "tags"? Do you fear the indie revolution is petering out? 

UPDATE: There is now an algorithm that writes poetry. See, I said those elves are smart! The New York Times now has a Tumbr site where they post algorithm-written haikus based on news stories, called Times Haiku. Here's my favorite. (From an article on Margaret Thatcher's legacy.)


OPPORTUNITY ALERTS:

1) Readwave: A showcase for short stories: ReadWave is a community of readers and writers who love to discover and share new stories from contemporary writers. Readers can access thousands of stories and read them for free on mobile or desktop--and writers can use ReadWave to build up a fanbase and market their stories online. ReadWave has created a new reading widget, that allows bloggers and website owners to embed stories online in a compact form. The ReadWave widget is the first reading widget to allow readers to "follow" the writer. When a reader follows a writer they are added to the writer’s fanbase and can receive updates on all of the writer’s future stories. ReadWave puts writers in touch with the readers that are right for them. This looks like a great innovative site. You know how I've been encouraging you to write more short fiction? This is where to put it to start building a fan base.

2) The Saturday Evening Post’s Second Annual Great American Fiction Contest—yes, THAT Saturday Evening Post is holding a short fiction contest. Could you join the likes of F. Scott Fitzgerald; William Faulkner; Kurt Vonnegut, Jr.; Ray Bradbury; Louis L’Amour; Sinclair Lewis; Jack London; and Edgar Allan Poe? $10 entry fee Deadline July 1, 2013