Any discussion of marketing a book includes the topic of platform. Some say it is essential, some say not so much. The bottom line is an author needs some level of platform and that level includes social media. Like the rest of the world, some authors are more comfortable with social media than others. The general consensus is that no matter whether authors do many types of social media or just a few, they need to do it well.
Personally, I haven’t done a lot but with social media because I’ve not good figuring out how to use it. I’m a little scared trying these new things.