When it comes to discussing book marketing, the topic of social media inevitably arises. While social media can be a valuable tool for book promotion when used effectively, relying solely on it for promoting and selling a book can be a risky strategy. The size of your following and your influence over them are crucial factors to consider. For example, fans of celebrities are often highly persuaded and tend to purchase products that are endorsed, including books. Such posts essentially serve as product endorsements -- however, it's important to note that only a few people possess that level of influence. 

If you aim to promote a book on social media effectively, start building a following years before you even write your first book. Developing a substantial following quickly is nearly impossible, and those who start early tend to fare much better. In addition, seasoned book marketers often advise authors to select two social media platforms and concentrate their efforts on them. Maintaining a presence across numerous platforms can be time-consuming, and your posts may become repetitive. By focusing on one or two well-maintained, active accounts, you can significantly improve your chances of success. 

Some authors wisely plan their posts using a calendar to ensure consistency and relevance. When social media is effectively used to promote a book, it's usually part of a broader program encompassing various marketing and publicity aspects. For instance, posting a link to any media coverage featuring you can be beneficial, especially if you've been interviewed or written about. Conversely, editors and producers often consider an author's social media follower count when deciding whether to feature them. They appreciate the idea that you will cross-promote their articles and shows to your followers. 

In today's interconnected world, cross-marketing to new audiences is highly valued, and appearing in media that reaches your target readers can significantly boost your book's visibility. For authors or publishers with substantial marketing budgets, social media managers are available to handle posting and maintaining active accounts. However, authors generally consider it essential to keep an authentic presence and post personally. In cases where this isn't feasible or isn't yielding the desired results, enlisting professional assistance can make a significant difference. Traditional media PR campaigns tend to work best when combined with online coverage, including well-timed social media posts.