When authors ask questions of book marketing services experts these days, one of the most common ones is about social. Can social media alone support a successful book launch? The answer might be yes for a handful of celebrities with huge followings of adoring fans ready to buy books. But for just about everyone else, the answer is probably not. It's also important to say that social media should almost always be a part of a broader book marketing campaign, even though it alone won't carry the day. It also depends on how influential you are with your followers because it drives book sales.

When veteran publicists advise authors about social media, the first point is building your following early. Trying to jump-start an account with a small following and vastly increase it in a short time seldom works unless you're lucky enough for something to go viral – and don't count on it. When you start early, post helpful content, and engage with your followers, you should see steady growth in your account. It's also more authentic than trying to add 25-thousand followers in a week. People know it rarely happens and might think it sounds fishy. Slow and steady follower acquisition is more routine.

What makes a good post? It's a question publicists often hear, and there's not the same answer for every author. Many people keep their online conversations to topics that relate to their field of interest and, by extension, to their books. It's a wise idea if it's enough to help you gain followers. It's also fine to discuss other interests you may have as long as they aren't controversial and turn people off. You're free to say whatever you choose, but know that specific comments can have consequences later. Most successful writers find a groove with posts after trying several topics to learn which ones work the best.

Being an extrovert naturally can help on social media, but sometimes quieter personalities are more attractive to fans. When a generally reserved person says something publicly, it can make a stir because it's unusual. It's why success comes differently for each person, and social media can amplify it in some ways. If you run a traditional media campaign and are interviewed or earn mentions in articles, reporting them to your accounts always works well. Fans are interested in the coverage, and is covered by the media gives you a level of stature. Success is incremental, and each impression helps.