What are some of the most effective ways to use Social Media Marketing to promote your books?

I find there are so many options and yet, if one is not focused the process can be less than optimal.

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I have a fan page on Facebook that I have someone else maintain for me. I show up there and add to discussions and send out notes, but she's in charge of maintaining it for the most part. I also have a personal page, and I will admit I add friends almost indiscriminately, though I don't go looking for them. But if someone friends me, chances are I will accept them. I don't post a ton of writing-specific stuff on that page, because it's actually against their terms of service to promote business through personal pages, but I do post occasionally in my status message because, well, more often than not my status is that I'm working on a book! :) I also go through my friends' status updates on a twice-daily basis to add comments wherever I can. I figure this keeps my name in front of people and adds to the personal connection (or, in the case of many of my "friends" finally creates a personal connection since I almost never know who they actually are), so that when I say something about a book coming out or something about my newsletter or fan page, they're more likely to read what I've said and act on it.

I've tried Twitter and for the life of me I just don't see the point. I'm still trying, but not nearly as hard. I prefer the more personal approach of FB, where I can see people's pictures and get into actual discussions.

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