The exact and emphatic answer to that is an unfortunate YES. For those of you who just aren’t technologically savvy, I’d say it’s time to learn. There are a million children out there who would love to show you that they know something that you do not. So grab a neighborhood kid to get you started, if you need to!
Seriously though, no one form of marketing is the end-all be all. There are multiple parts to the whole, and the further we move into cyberspace, the more the parts multiply exponentially. If you are looking for a negative response so that you don't have to do any one part of the marketing game...like book signings, speaking, interviews, teaching at conferences, social media, blogging...etc...then just don't do it. It sort of sucks all the fun out of writing if you don’t enjoy what you are doing.
It's your choice. But in this day and information age NOT doing social media is really not an option. We have to do it to stay connected and relevant. Now the question of HOW MUCH to do it depends on you and the balance you are trying to maintain so that you actually have time to create new books.
EVERY marketing survey or study has proven that your name...or product name needs to be seen or heard numerous times to be an effective marketing tool. There are studies that say 3 times are enough for your product to have been seen to be effective; others say 12 to 15 times is necessary for maximum effectiveness.
The magic number depends on the size of your market share, how much other noise there is from competing products, your brand influence, how much money or time you are willing to spend on marketing, and the time frame you are working in.
So in essence…your success depends on how much you want to put into it, to get the maximum out of it. You choose.
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