On Saturday, nonfiction writers again filled the hall at Helsinki’s House of Science to discuss and reflect on their social media presence. Tuija Aaltostarted things off by asking the writers to think about the outcomes they wanted from social media: effective marketing, greater book sales, increased networking or something else? After defining the goal, it is easier to choose the appropriate channels. Elina Lappalainen, who won a Tieto-Finlandia Prize a couple of years ago, dropped by to tell her own social media story. Even as she starts writing a new book, she’s already planning social media activities for it. During the writing process, she picks up images and stories that she can share later. She publishes these items bit by bit, increasing the pace as the book comes out. Lappalainen has also experimented with paid advertising on Facebook and Twitter: spending 100 euros led to 25 deals. In my presentation, I focused on Twitter; I think it is the most useful social media tool for experts and nonfiction writers. Throughout the seminar it was clear that while the speakers had diverse attitudes towards marketing, no one wanted to restrict social media only to advertising. Success for a writer requires more: an authentic presence and versatile content sharing.