The number one thing authors should avoid on social media when building their presence, per Stephen Heitz, managing director of interactive at Lavidge, is asking for the book sale too often. He recommends that authors use only 10% of their posts to directly ask their followers to buy their book. His second tip? Don't rant. Heitz says sharing well-formed opinions is fine, but be sure to filter what you post so that you don't alienate your audience. Last, do it well or don't do it at all. He strongly believes it's better to have one really great, active social media channel than several minimally active channels.