Today's most successful book publicity campaigns combine traditional and online media coverage and blogging with social media posts. If you've written a book and are already a social media virtuoso, it's a natural extension to gently bring up your book when it's published and available for sale. Followers will be interested to know (and may order copies) just as they are with other posts you make. Some people today question whether you can promote a book entirely with social media, and the answer is probably not – unless you celebrity with millions of followers. It's still worth it to seek traditional media coverage.

 Seasoned book publicists point out that you don't need to be present in every channel to become a success. For example, a literary author doesn't need to be part of a photo scrapbooking platform. So you can pick two that suit your topic and content and start building your following. You want to post frequently to keep your accounts active (never allow them to go dormant for extended periods), but don't over-post. Your posting can range from once a day to several times a week, depending on what feels natural. Avoid that hard sell after you publish your book; people respond better to a softer sell.

 Because no two authors and their books are alike, there isn't an exact formula for the perfect social media post. Nonfiction authors can post about their book's topics, and novelists can say things about their stories and characters. The goal is to be useful/informational, or entertaining. Most successful authors avoid posting something that might alienate some fans, which generally means steering clear of politics. If your book is about political topics, then the situation is different, and you can post accordingly. It's also wise to keep tabs on which of your posts is most widely read, shared, and receives favorable feedback.

 If you were an established social media star before you became an author, which is common these days, then you can continue with your posting frequency and format. For authors newer to the online world, checking out competitors for idea starters can be helpful. You can copy what they are doing, but it can help get the ideas flowing about what you can post, which will be beneficial. Fans and followers are naturally interested in much of what you have to say, so you have some latitude. Hiring social media managers to help you develop a calendar and topics for your future posts is also possible.