Too many authors start social networking efforts a few weeks before a book launch. According to one expert, social networking is much longer process.

Today’s guest on the Morning Media Menu was Brian Solis, principal at Future Works and author of the new book, Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web.

Press play below to listen.

He offered this advice for authors: “Build a network. Build a rapport. Build an interest graph that includes the right voices that can help you channel your information. Now at the end of the day, it’s got to be good content. But this is what we do–or at least what I do–as a writer today.”

Solis concluded: “I go out there and I find people who are looking for information and I create the content that I feel is going to be compelling for them. I spent years building up these contextual networks, so that way when something is published that is of interest to them I can connect it to them manually–and hopefully bring them back and get them sharing.”