The various fads of social networking come and go. There’s MySpace, Facebook, LinkedIn, Twitter—and on and on the list goes. But the technology doesn’t really matter. The latest and greatest doesn’t really matter (though you do need to be where your audience is). What matters is the humanity. If you’re trying to market your book, don’t worry about the technology, worry about the humanity. Social networking has a lot to offer (and a lot to overwhelm you), but the most important thing it offers is connection to other people. Connecting with people is the most important thing you can do online. It’s not about pictures, links, videos or groups—though those things may help you—it’s ultimately about connecting with people. Connect with a person and they’re more likely to be interested in the book you’re trying to sell. If they like your book they’re more likely to tell other people if they’ve connected with you the author. Even though it’s a digital world, the personal touch is what matters. Don’t view the online world as a convenient way to mass broadcast your message. Look at it as an easy way to connect with one person at a time. Don’t view the online world as an efficient way to amass numbers, be they followers, friends or connections. Look at each number as someone you need to personally engage. Don’t view the online world as an easy way out. Marketing your book takes time with individuals, and that’s true in the real world as well as the digital world. That’s what social networking is really about—the people.