This post, by Zoe Winters, originally appeared on her blog on 4/7/12.
I’ve gotten lax in a lot of ways. I used to be all over the internet. Of course a lot of that was arguing which was of only questionable benefit. Annoying potential readers to death seems like a less than awesome business plan. I’m just saying.
Now it seems like I’ve gone too far in the opposite direction. There was a time when I would be the squeaky wheel because I HAD to be or nobody would know I existed or read my books. It’s really easy for somebody to say: “God, that person self-promotes all the time, it’s so annoying”, but if we don’t have “somebody else” doing it for us, or some big advertising budget or front table space at Barnes and Noble, how are readers going to find out about our books?
Is an angel going to descend to tell them about it? Will somebody famous stumble upon the book and then tweet it to their five million followers? We all hope for magic and luck like that but the reality is that writers who want to be read, tell people about their work. I do hope some big lucky break happens for me at some point (like major high sales rankings where suddenly everybody is buying my book for themselves, their friends, and their neighbor’s abnormally smart dog), but… while I’m waiting for some magic to happen I’m going to publish a bunch of books… and talk about those books, and try to figure out the best way to engage without being off-putting.
One of the difficult things with mediums like Twitter and Facebook is… people are on at all different times, so if I tweet something 5 times in one day, someone who is on Twitter all the time and doesn’t follow a ton of people might be “annoyed” because they saw the tweet five times. But what about all the followers who only see it ONE time because they aren’t on Twitter all the time, they follow a bunch of people, and they don’t read every single tweet that happened while they were away?
So it’s a balancing act. When I say something 5 times, it’s not to tell the same person five times. I figure if you want whatever I’m offering you will go get it. And if you don’t, you won’t. I’m just trying to reach different people who are on at different times. My hypno-direct-to-mind beam is only in the prototype phase so… these other methods of communicating with you will just have to do. 
Read the rest of the post on Zoe Winters’ blog.