These days, nearly everyone in the book industry recognizes social media's promotional potential, although there's a more grounded understanding of its effectiveness. Initially, the value of social media for book marketing services was met with skepticism because there was an initial overestimation of its potential. With the experience we've gained, we now understand how social media contributes to promoting books alongside various other products. While it undoubtedly holds value, much hinges on the author's engagement and their existing fan base. 

One important takeaway is that online posts can significantly expand the audience reach for other online promotional content and traditional media outlets. It implies that a diversified book publicity strategy that reaches various targeted audiences is essential. Given the fierce competition in today's bookselling landscape, relying on just a few "publicity hits" won't suffice for steady book sales. For those aiming for higher sales volumes, enhancing visibility and maintaining consistent promotions for the right audiences becomes imperative in a competitive marketplace. 

A PR plan and defined goals from the outset are crucial; they will guide your choices. Making a positive impression is essential, as many potential readers will search for your site before deciding to read or purchase your book. By skillfully structuring your content, you can pique their interest. Adding images and videos can be highly persuasive, so if you have engaging media, be sure to include it on your site. Additionally, the technical aspects should be considered, particularly optimized for smartphones. Fast-loading and mobile-friendly designs are increasingly important as smartphone usage continues to grow. 

When it comes to crafting an ideal social media post, there isn't a one-size-fits-all approach, but there are strategies to enhance effectiveness. While educated guesses can help, nothing beats the insights from experience. You'll also need to decide if your posts will be primarily informational, entertaining, or perhaps a blend of both. The most successful posts encourage likes and shares, which help expand your audience. Engaging in guest blogging and seeking media appearances are additional valuable methods to introduce yourself and your book to a broader public, ultimately aiding in sales.