I'm seeing it from the other end - for book sales I think organic engagement's time has passed. To put this in a restaurant context, Col. Sanders sold his recipe franchises door to door and built an empire. But nobody does that today, it doesn't have the return on investment. Five years ago, I'd be much more enthusiastic about social media engagement as a book sales mechanism, but the research seems to be rapidly pointing toward the platforms' value to authors is mostly from paid advertising now. And that's not a coincidence - this is their business model. Their algorithms are designed to interfere with the users' conversion rates, in order to funnel us to paid advertising. They've been boiling that frog for a decade. Matthew Inman (of The Oatmeal webcomic) brought this to our attention a few years ago when he learned that 5MM followers doesn't mean 5MM users can see his posts. Apparently at the time it meant his posts were viewed by about 250k recipients - the rest are suppressed from feeds by the algos. Hey, unless he wanted to pay FB to get 'boosts,' and he could compete with other celebrities in an auctioning system, to get his posts higher in their mutual followers' feeds. He calculated that to get all his followers to see his posts would cost a third of a million each. So what I'm saying is that actually, I think my concerns about ROI are contemporary, rather than me being behind the times. You raise a couple of points: 1. Business sector. Yes. And within book sales, I'd even say there's a distinction between fiction vs nonfiction. This is based on a few years of observation and research. Nonfiction authors have a subjectmatter that can justify an impersonal feed. Just throwing out an example: photography bloggers can always review a new lens or film stock, stuff like that. I think fiction authors are challenged to come up with current content that isn't personal or industry drama. And as an analogy with your example: you're probably not booking reservations because people are excited about the busboy's political op/ed, or the hostess' cat posts last week. The feed's probably very focused on product. I have some ideas about how a fiction author can come up with on topic content, but it's iffy. 2. Outsourcing. Yep. This is an active direction of research for me right now. There appears to be a spectrum of support levels, some of which might be right for me, assuming there's any benefit to social media for me at all. The challenge is that people who sell hammers say everything's a nail, and over 30 years of dealing with contractors, I have developed some cynicism.