I am learning very quickly that social media is the direct pipeline to my audience. Without it, no one knows I've written a book or what that book is about. Before I published my novel, I started blogging, but never had many followers because, quite honestly, I didn't know a blogosphere from a black hole. Seriously.
Dreaming Dangerously would not have sold as many copies as it has WITHOUT social media. Most of my audience and buyers of my book are on the Internet.
There are so many ways to connect to your audience, but the most important way, is one reader at a time. Make that personal connection. Talk to people who follow you on Twitter, comment on Facebook or message you on Goodreads. Let each person know you care about his or her opinion and what they want from a writer, even if you don't happen to agree with the person. Give away a free eBook or two. That personal touch goes a long way. You are not just looking for people to buy ONE book. You are looking to build a relationship with your audience.
I'm currently learning how to use Twitter effectively. It's all a learning curve, but check out the Indie Book Collective at:
for some wonderful tips.