So You're an Author Without a Social Media Presence: Now What? | Jane Friedman

There's an unfortunate Catch-22 for every author in this situation: If your only motivation to use social media is that you feel you must to market and promote your book, your efforts are likely to be undercut by your own means-to-an-end approach. Your communication may exhibit less curiosity and interest in others, and be more focused on book sales - not to mention you'll be entering social environments where you're a stranger in a strange land, unaware of the local "language", etiquette or history. For first-time authors especially, the existing social media community is rarely clamoring for you to join them and talk about your book, unless you already have an audience or readership (a developed platform) through some other means.