I mentioned in my review of the NC Writers' Spring Conference that I'd learned some helpful tidbits. Angela Harwood, VP of Sales & Marketing at John F. Blair Publishing, gave a persentation on marketing yourself. One of the things she spoke about was making a successful author blog.
First of all, you have to blog! Not just once a week, but at least two to three times. The more you blog, the higher on the lists your blog is, and the more likely people are to stumble across it.
Secondly, keep it short. Seriously. Our pets have longer attention spans than the average American, these days. Keep your paragraphs short and succinct; people are less likely to read if the post looks long.
Third, guest blog and ask guests to blog. Social media means "social"! This one isn't easy for me - I invented the "HUTT (Hide-Under-The-Table) Club" in all my hermit glory. But you've got friends, and your friends know stuff. Even stuff that only slightly relates to your blog.
Fourth, only 50% of your blogging (at most) should be about your book. The rest should be on a variety of related subjects, including cross-advertising for blogs related to your own. This draws in new readers and builds a market of interest.
Your author blog shouldn't be a daily journal. Don't "Dear Diary" your readers! Instead, keep it quick, useful, and entertaining. I admit that I truly fail at brevity, so I'll try for useful: shorter paragraphs and less digression, topics-of-interest and reviews of events.
What topics would you find useful to read about?