From Digital Book World:
When it comes to the potential for selling a book, not all social media channels are created equal. Some are definitely wired for selling, while others are not. Some contain a variety of commerce tools that naturally lead people toward a sale, and some do not. Add your audience demographics and the culture of each social media channel to the mix, and you have a three-step test for finding out which channels are a fit for selling your books.
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Sometimes we are tempted to base our social media marketing decisions on factors that have no predictive value for sales. Here are some of the most common marketing mindsets that will fail you when it comes to effectively choosing a channel.
1. FOMO (Fear of Missing Out) Mindset. If every author is there, then it must be working, right? Maybe, and maybe not. Twitter is the biggest example of this dilemma. Because anyone can buy followers or gain them by other unethical means, scam artists flock to the network promising to sell your books to their hundreds of thousands of followers. But you have no idea if those followers are qualified book buyers.
Authors see their peers and marketers on Twitter broadcasting “buy my book” and think it must work. It is indeed possible to sell books on Twitter, but because the channel doesn’t support a strong buying culture, the sales will not be as impactful as other channels that have an established buying culture.
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3. The Splatter Mindset. Be on every social media channel you have time for. After all, you don’t want to miss an opportunity to sell a book. I always ask these people, “When do you have time to write?” The splatter technique is fueled by two wrong assumptions: my book is for everybody, and the more channels I am on the more people will likely buy my book.
Link to the rest at Digital Book World