Many authors have a personal presence on social media before they publish a book. For some, that personal presence is enough even after they publish, per Caren Wolfe, Vice President of Marketing with W Publishing Group. For others, a professional presence may become more necessary if they want to use social media for promotional content or advertising. On Facebook, for example, Wolfe says authors can easily create a business page using Facebook's Help Center to guide them. This professional presence is important as you try to build a following for your work and have readers connect with your messages. She recommends authors tackle social media in bite-sized pieces, building a presence on one platform at a time. If you are wondering which platform to tackle first, Wolfe suggests researching the age demographics of the various platforms and whether they represent your target audience. Facebook, for example, tends to skew older (35+), while Instagram and TikTok skew much younger (under 25).