In current discussions on effective use of book publicity services, social media is often highlighted as crucial. While it's tempting to believe that having a large following on social media alone guarantees success, real-world experiences suggest otherwise. While social media can play a part in an author's promotional efforts, it's not usually sufficient to drive significant book sales. It doesn't mean that you should ignore social media, but rather that it should be utilized strategically with traditional PR methods to secure media coverage for your book. The best marketing campaigns are a combination of tactics.

Authors who have achieved success on social media are typically those who have been active and engaged over a long period, gradually building a following. Attempting to rapidly accumulate thousands of followers just before publishing a book is rarely effective and may seem insincere, potentially not receiving support from the platform's algorithms or other users. Instead, establishing a genuine presence within the community is more likely to yield positive results. It's recommended to ensure that most posts are now overly self-promoting, with only tactful mentions of your book at relevant times. 

One argument favoring traditional book publicity is its contribution to an author's social media and website. By sharing links to articles and interviews featuring you or your book, media coverage can enhance your reputation and leave a favorable impression on your followers. A well-executed media campaign typically starts with smaller outlets and progresses to coverage by larger ones. This process can build confidence in you among producers and editors from major media outlets as they observe your presence in smaller market publications. The process works incrementally and gains momentum. 

When using social media, it's essential to be mindful of certain dos and don'ts. It's advisable to avoid controversial topics unless they directly relate to your book. As you aim to appeal to a broad audience, sticking to universally accepted subjects will help maintain a positive image. Additionally, having a separate author account distinct from your personal one is recommended. It enables you to share more personal content with a smaller audience, separate from your wider public persona. Every book and author are unique and what works for you will be specific and fit with your book and target readers.