There’s a little unscientific info here on how online behavior affects buyers/readers: http://reviewsbyjessewave.blogspot.com/2009/04/mini-poll-buying-decisions-does-authors.html
I believe those results completely. I’ve stopped reading various authors because of their public behaviour on- or off-line. It’s not vindictiveness, it’s a lack of desire to expose myself to embedded messages in their writing, among other things. As an illustration of that mechanism: I don’t want to read the books of someone who thinks women are ‘icky’ because I don’t want my enjoyment of a novel to be polluted by the subtext, whenever a woman appears or is mentioned, that women are disgusting. It’s the same thing with any form of poor behaviour. I don’t need mean-spiritedness and unpleasantness in my head (unless I’m getting something out of it, as noted later).
Online behaviour is almost more affecting than other transgressions because it’s text-based. How can you continue to enjoy someone whose ‘voice’ is contaminated with their personal contribution of ugliness? The authorial voice is far too delicate a creature to expect it to be differentiated into two entities by the simple information that one collection of words is ‘for real’ and another collection of words is ‘pretend’. Which collection is for real, anyway? Is it the tantrum thrown in a reviewer’s blog? Or is it the prose gathered into novel format? It’s all text. How do we tell?
Online behaviour is also more affecting because it’s not reported, it’s witnessed. It’s something we see for ourselves and we draw conclusions from it based on our own understanding. Many of us have to rely on second-hand information to determine other kinds of behaviour. Unless we witness someone’s behaviour at a reading or a convention (why does it seem to me that this is a more acceptable reason to stop buying someone’s books than witnessing their online actions?), we are restricted to second-hand reporting. Most of us are discerning enough to understand that all second-hand reports are skewed. We give people the benefit of the doubt. But when someone flings themselves at their keyboard will-he-nill-he and full of bile, even taking time to nurse the baby, walk the dog, wash the car between sentences, and then presses the ’submit’ key, that’s action we can’t ignore. We’re looking at it first-hand.
Bad online behaviour also abrogates the assumption of good-will. I have cheerfully read the books of people with whom I hold strong differences in philosophy, politics, and theology, all because I have some base assumption of decency and good will on their part. I have read the books of people of good-will, good heart, and good action, people who I think are off their fucking rockers, and not begrudged them the time, money, mental processing, or space in my memory banks. Why? They’re decent people, good writers, interesting people, and so on. I’m willing to waste a lot of time and money on decent people. Take yourself out of that category, and, well… you’re out! Can’t help you at that point. It’s not hard to get back in, but most people ignore that in favour of digging their hole.
This isn’t counting, of course, the genuinely dreadful people I read because they have something else to offer. I’ve read the books of serial killers, rapists, child molesters, wife-beaters, fascists, homophobes, conservatives, and worse, and I did it because they had value to me. There’s nothing wrong with that. But the truth is that most of us are not in that category. If you’re writing erotic romance e-books, which is my genre, you’re gonna have to be fucking awesome to make me pick up your book if you’re out there behaving badly. I am not the only person out there with this level of discernment.
I am also not assuming that I am that writer. I don’t think you should either. Fake it, if you have to, or keep it in your own blog. I think that screaming Nazi-inspired epithets in your own living room is a far lesser sin than screaming them in someone else’s living room, in the street, or in the synagogue. (To use a hyperbole-laced example. Not to scale.) It is easy to determine what is personal opinion and what is bad behaviour. There are guides out there. If you want to use the tool (the internet), it’s incumbent upon you to read the instructions.
Sadly, self-defense laws do not apply on the internets. I hate to break it to people, but what you do in “self-defense” is more commonly known as “foot-huntin’” wherein the only targets are your own two feet. The best self-defense on the internet falls into a few categories:
* absence — just don’t get into the situation; this is one of my favourites, fueled by my conviction that I do not have a place in the relationship between a reader and my work. I cannot recommend this one highly enough.
* distance — make your awareness of the situation known, but distance yourself from it. It’s not about you. Act like you believe it and it won’t be about you.
* graciousness — I come from genuine, 100% eccentricity-infused, Texan stock and graciousness is a hell of a weapon in the right hands. Be gracious, especially to your supporters, and it won’t much matter what’s said about you elsewhere. The best thing about this is that you can steal actual points that your detractors are making and use them to improve your online persona.
* responsiveness — respond in your own space; we all learned about personal space back in kindergarten. If you want to draw, draw on your own paper. This is not as light a thing as it seems. People are very space-sensitive. It’s part of the whole having the right to say what you think business.
* networking & diversion — rely on your network to create a positive buzz about you while encouraging them not to engage in any conflicts that touch on you or your work; this one combines well with absence. The absence technique is used in marketing. Silence is powerful. It’s also calming. The lack of wind and current leads to calm water. When it’s quiet, that’s the time to speak…and when you do, say something else. Say something more interesting, more important. Someone can jam you up all they want over at their blog; it’s hard to come running to bad-mouth you when your latest post is about your work with the Big Sisters program.
* writing — this is my very favourite; go do your work. This builds on everything else. Just go do your work. It’ll keep you out of trouble and you’ll get more published.
In the end, though, I find that the most powerful motivation to behave better online is me, not my sales. It wasn’t good for me, personally, to get into things online and I didn’t like the way I felt afterward. The fact that people wouldn’t buy my work because of it was a factor, but not enough to discourage me if I were actually doing something that mattered to me and making a difference. I don’t think behaving badly makes a positive difference, and it leaves an impression of me that isn’t who I am.
I can’t make that judgment for anyone else. But if the point of writing is to connect, to communicate, and to sell books, it doesn’t make a lot of sense to me to undo so much of your work offline with what you do online. Even if only 46% are making a conscious choice not to buy the books of people who act badly online, how many other people are making an unconscious choice, or enjoying our books less? And can any of us afford to lose nearly half our potential market?