If you are at a party and you stand in the middle of the room and shout ‘buy my book’ the following will happen. Most people will ignore you as they are involved in their own conversations, some people will look at you disapprovingly, most will forget what you said and a few may go and buy your book. This is social media.
If you are at a party, you are talking to someone and you discover that they like action and adventure books, and you talk about your book and where to buy it, then they are much more likely to go and buy it. You have formed a connection based on a shared interest. This is an email subscription list.
Unfortunately, you can’t attend parties all the time to promote your book and speak to everyone there. However, you do need to create a buzz about your book before it is released and social media can help with this. You may have one thousand facebook friends but you don't have one thousand book buyers. Selling books involves a lot than just being friends with them or having them follow you. It is time to think creatively!