In the early days of social media, many within the publishing industry were skeptical about its value for book marketing. Numerous instances of campaigns falling short of expectations led to doubts about its potential. However, as time passed, authors who excelled in creating engaging content showed the benefits of using social media. It became clear that overly promotional posts would fail with followers. Instead, the emphasis shifted to providing value beyond merely marketing a book. Consistency in posting and authentic engagement with audiences also emerged as critical elements for success. 

Followers appreciate a dialogue rather than a relentless barrage of promotional messages. Experience has shown that establishing a social media presence well in advance of a book's release is beneficial. While viral success stories about authors and their works may inspire many, relying solely on luck is unwise. If your book does happen to go viral, that's fantastic; however, it's essential to build your follower base gradually. For nonfiction authors, sharing posts related to the theme of an upcoming book can help attract a target audience. Novelists can tease intriguing details about their book's story. 

There isn't a one-size-fits-all approach for authors on social media. Nevertheless, lessons learned from those who came before reveal effective strategies. One is to develop a posting calendar that maintains consistency and a narrative across your posts. Though last-minute adjustments may arise due to current events relevant to your book, having a plan in place can prevent lapses in posting. Engaging and informative content typically generates the best response, as audiences seek both entertainment and valuable insights. While sharing opinions is acceptable, overdoing it can alienate potential readers. 

Pro tip: If your book is on political themes, it's natural to discuss these issues on social media. However, if your work covers unrelated subjects, it may be wise to steer clear of political discourse to avoid losing potential readers. Social media is a platform where users seek to unwind, and while some may engage in contentious debates, maintaining a focus on your content can help you stay above the fray. Humor can also be a powerful tool; entertaining posts often engage well with audiences. It's beneficial to experiment with various types of content initially, observing what resonates most with your followers.