Steve Weber in Plug Your Book! says social networking is mandatory for authors promoting their own books. His 200+ pages are stuffed with advice on the importance of author blogs and web sites and he does an admirable job of providing detailed information on how to make the most of them. Stuff I never dreamed of.
He explains the "why" and "how" quite well, giving actual urls to check out for examples.
Consequently, I spent the last three hours fiddling around with my new My Space account. Haven't figured out how to get rid of the standard stuff and make it look more like an author's book site. But I will!
Georgia