Mmmm - I'm still doubting the extent to which social media can lift an author's book sales. How many authors self or conventionally pubbed spend how long on social media for how many units sold? I don't think the average result would be that great - there are still too many 'mights' in the rationale of the reader coming across your pages, and liking them enough to buy your books
I think an author needs a clear goal for social media.
I don't think you are going to get readers engaging with you in social media unless you hang out where your readers hang out and offer them an extra experience of some sort. For instance many YA authors hold twitter or FB contests to generate buzz.
or You can drip feed exclusive content the readers can't get like back story...
Many commentators look at the adding value aspect of social media. This is marketing and yes it takes time. I'm reminded of a YA Writer here whose publisher asked her to provide content for a blog that supported her books with extra content...it was a big time suck but was a marketing ploy by the publisher...I don't know if it resulted in any more sales.(interestingly this kind of extra content to be provided is being written into contracts...some agents and writers are arguing that there should be a payment for this...) roll your eyes now about whether they get it....
In the end you have to decide whether the personal approach with author tours and events gets you in front of your audience or some sort of virtual presence does the trick. And the big thing to think about is how genuine do you want to be...because if it is taking away from your writing...and you find it a grind, a bore, a waste of time, then this will probably show through.
There is lots of comment around the blogs on this issue...you can spend a lot of time reading fors and againsts...It is what you feel comfortable doing.
Source: http://www.maureencrisp.com/2012/08/socially-speaking.html
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