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Blogs
Both personal blogs and blogs that offer the reader concrete benefits work well, while some fiction authors have decided to blog as a character from their novel.
There are niche social media networks for almost any subject, which non-fiction and genre fiction authors in particular should keep in mind.
There are three main ways to utilize blogs for book marketing, though the first two of these are generally most effective:
Book trailers are all the rage now and there are even specialized sites for them. It is easy to find examples for inspiration and tutorials for making them.
While MySpace is not very popular among authors, for YA literature and some other genres it can be a useful marketing venue.
The author's own blogBook reviews and interviews in others' blogsCommenting on others' blogs
YouTube, Vimeo and Other Video Sites
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Examples of famous authors successfully using Twitter include Neil Gaiman (@neilhimself), Paulo Coelho (@paulocoelho) and Margaret Atwood (@MargaretAtwood).
The popularity of different social media sites varies from country to country. For example, Orkut is highly popular in India and Brazil, so a writer who wants to expand their audience in those countries would do well to set up an Orkut profile and perhaps some groups.
Many forums and most Usenet newsgroups do not allow commercial messages, but active participation and an interesting signature can still yield good results.
Children's books, YA books, mainstream fiction, poetry, cookbooks, textbooks... Social media can be used for marketing all kinds of books. It is particularly useful for self-published authors with limited marketing budgets [link widoczny dla zalogowanych], but it is important to understand how social media works. It is all about opt-in and boring marketing approaches will be ignored. "Viral book marketing" is more than just uploading a promo video on YouTube!
Video blogging, video interviews and recordings of book readings are other ways to make use of social media video sites. Just remember not to use any copyrighted material without permission!
Many authors use Facebook to connect with their readers and to advertise their books, as Facebook offers many options from fan pages to paid advertising and even apps. There are many other social media services that work just as well.
Indie author Jeremy C. Schipp (@JeremyCShipp) makes eccentric yet aggressive use of Twitter for promoting his genre novels, apparently with much success.
Contests are always good for marketing. They can be held on blogs, Facebook, Twitter [link widoczny dla zalogowanych], Flickr, YouTube and just about any social media service. Twitter contests often involve asking people to follow or retweet something. More creative approaches include contests for 140-character poetry, short stories, slogans and tips.
Contests
Twitter
There are many ways for authors and publishers to successfully use Twitter. Some authors tweet quotes from their books and links to reviews [link widoczny dla zalogowanych], others post more about their life and thoughts with only occasional mentions of their books. Videos and photos can make tweets much more personal.
Other Social Media Sites
Location-based services like Foursquare and Gowalla have not been used much for book marketing, but for some books it would certainly be possible to come up with ways to use them.
While real-world book tours are very expensive, virtual book tours held in blogs are becoming more and more popular.