For anyone following the current conventional wisdom about how to market books, you'll nearly always see recommendations about social media. Therefore, it begs the question about whether social media is an imperative. Most publishing industry insiders answer yes, with only a slight qualification. Before going any further, it's important to say that having an author's website is essential. It would be best to have an online "home" where people can learn about you and your book(s). Returning to social media, the importance is being present, and only if you are powerful in other areas could you skip it.

Blogs and podcasts represent significant opportunities for authors when used well. So does video blogging (or "vlogging"). You'll be noticed if you have a commanding presence in those three and others post links to them on their social media. Traditional media coverage also plays a role; if you and your book are considered newsworthy, it makes sense to go after it. In most cases, you'd hire an experienced publicist with established media contacts. Being covered on recognized news sites gives you stature along with exposure. There is an implied endorsement when you are interviewed or quoted in a story.

Having a widely read blog and podcast with significant audiences gives you an outstanding platform to reach people. If they cross-promote and tie in your website, you give fans many ways to have an online relationship with you. Selling books is often a process of building someone's interest until they are ready to buy a copy or download to find out more. So, it's vital that what you do online supports what it takes to sell books if that's your goal. Many authors also use their books for business promotion, and it can be the same with your online platform. Communicating with people markets your products and services.

As with all marketing endeavors, it helps to have a plan when you're marketing a book. While some of your blog and podcast content may be spontaneous and intuitive, there is also much to be said for an organized approach. Planning your content around key messages and themes can be more effective at getting your point across. You can always make changes as you go, but at least you know where you want to begin and end. Most marketing campaigns deserve adjustment once you know what works best so there will be responsiveness. You'll see improved results with compelling messages.