@LaminLodge @SpongeBobGrannyPants there is no one 'method', and there is no 'dark side'. Whilst I was writing my first book, I didn't have many followers, and the book wasn't out yet, but I made sure that my Instagram and my Twitter were a 'brand', and not just a random collection of pictures. Because when people see a cohesive feed, they start understanding what you do, if that makes sense? I'm not saying everyone should do that with their Insta or Twitter, because everyone has a different viewpoint, but for me, wanting people to notice what I "do", that's how it worked for me. You also have to insert yourself into conversations with other writers and authors, and just ask questions and be involved. It's a long, lonely road sometimes as a writer/author, so it's nice when you get followers that support you and are interested, etc.
I used to post little 'teasers' from my pages, and I also wrote bits and pieces of my process on my blog, so linking to that stuff helps.
The whole 'dark side' argument is such b*llocks, in my opinion. If you want people to read your book, especially if you self-publish (which is still legitimate, and I have friends who make good money self-publishing), you have to send some copies out. It's just par for the course of a lot of businesses. You send out product and hope for honest reviews, or at least some quick PR. There's no shame in that. Like I said, everyone uses social media platforms differently, and that's okay.
Good luck finishing the book! You should be proud of yourself- it's a hard process! x