While legacy social media can be a tool to drive book sales in individual cases, publishers are increasingly recognizing that the relationship between an author’s social media presence and actual book sales is unpredictable and that, while there may be a correlation, it’s not clear there is causation. … I’ve been told by social media coordinators and publicists at Big Five houses as recently as 2023 that their advice to authors at this point is, if you don’t already have a large social media platform, it’s not necessary to try to develop those outlets.

Tilar J Mazzeo, How to Write a Bestseller, loc. 372