There are so many social media options these days, it can quickly become overwhelming for authors. Book marketing expert and New Shelves Books Executive Director Keri-Rae Barnum recommends picking one or two platforms that you are comfortable with, or where you know your audience hangs out. Two things that are key to social media success? Consistency and frequency. Barnum says, "Slow and steady wins the race." If you want to form a connection with potential readers, you need to plan a variety of content that you post on a consistent basis over time. She suggests a mix of fun, interesting, or informative content, and not just book promotions. A ratio of 5 general posts for every 1 sales post is a good rule to follow. People will want to follow if you inform and entertain, not just sell. Per Barnum, a strong following is the backbone of any book sales or launch campaign.