I’m always surprised when authors do not take advantage of free advertising. Of course your social media page is free, but there’s but so many post you can do before you need to change your strategy. I remember when starting The Insiders Book Club, at the time I had “Free promotion Friday”. For about a month, I advertised this promotion daily. However at the end of the promotion, only two people total responded. Was free too expensive?
As an independent author myself, I try to make my marketing plan as cost effective as possible. Needless to say, free isn't too expensive for me! So anytime I see “tag an author”, “drop your book cover”, “reviews for a copy of your book”, or “tag your event” that’s exactly what I do. There is no such thing as bad publicity. Also, never judge a person/company by the amount of followers you “think” they have. The Insiders Book Club has a high volume of traffic to our website daily, however you may not think so by our social media pages.
Let’s do the math on the situation. As an author, the point is to target new readers to buy your book. If you're only posting on your page, it’s likely that your audience have already bought your book. So unless you're pushing a new title, this strategy of marketing becomes a moot point. However, if you take advantage of a free promotion on someone else's page, you're reaching a whole new audience. So ask yourself, is free too much to spend toward your marketing budget?