Writers do plenty of self-promotion, and not only those who’re self-published. Even those whose publishers employ a publicist may need to do much of the work, from attending conventions (fun, but expensive) to maintaining a website (expensive, time-consuming, or both) to being active on any number of social media sites (easy and cheap, but often lost in a sea of competing posts).
Last year after a Twitter-based interview, I saw a sudden drop in followers. My assumption is that seeing a full page of my answers in their Twitter feeds turned them off, and I resolved to be more sparing in my future Tweets.
More recently, the immensely popular Penny Arcade name-checked King of Chaos, and 10,000 pairs of eyes turned toward this very site. Unfortunately, I’d only recently launched, and I wasn’t prepared to grab and maintain those casual page views. (I’ve since made a greater effort to post new content once or twice a week.)
How often can a writer promote his own work before it annoys you? What makes a good balance between self-promotion and more substantive posts (like Creative Colleagues on this site, for example)? What brings you back to an author’s website regularly? What makes a good author-newsletter?