There's a general sense that the participation in social networks sell books in a vague, sort-of by association way. Feeding into the "you have to hear it 8 times before you buy the new detergent" advertising theory.
Sure, it can't harm to put a jpg of your book cover on your Facebook, or to troll for other Facebookers who love the same things you do, therefore lining up to buy your book.
There are several social networks for professionals. These are proving to find profitable products for their members. Recently, one of Obie Joe's authors, a physician, was approached to direct a CME course in partnership with Sermo and a respected medical school. His book would be included as well as compensation for his presentation.
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