Making sure you have a good balance between selling effectively and overwhelming your target market with too much information is a skill. One of the most important lessons is know when your market is most likely to be active - there is no use putting content out when everyone is in bed! There are a number of tools online that can help you plan your social media content, like Twitter Analytics and Social Mention, but knowing your target market by doing some thorough research is just as important.
The tools that you use do not just include online search engines; the way that you convey your message is also a factor. Authors, particularly self-published authors, rely heavily on social media for their sales. With millions of authors choosing this route, you have to be a little more creative. It is all well and good using rhetorical questions and links to your blog, but everyone is doing that! Some authors, including an author I recently worked with, use video trailers and music playlists in a similar way that films are promoted. Though a large number of authors use this method, they are still unique in their own way, and it can help prospective readers visualise the characters.
Quality over quantity is a fundamental rule no matter what sector of the creative industry you are in. A well-written blog post, promoted a few times over the course of the week, combined with some engaging tweets, will be worth a lot more than posting pictures every single hour. In addition, generating a following through hashtags (#) will create a buzz around your work and in an industry where word of mouth is vital, this can make all the difference.
There is no perfect formula for getting the balance right. But if you ask for advice and monitor how your promotion is performing, you will soon find a method that works for you.
If you are unsure about how to fully use social media to promote your creations, get in touch!