WackAMole has pretty much sussed out GoodReads.
Promoting Your Book Without Looking Like A Pimp
You are participating in a conversation in order to find readers, and to converse with people who share your interests in books and writing.
Offer book giveaways on your blog, on the blogs of those who
- Review similar books, and you do politely email reviewers and offer them a free copy if they'd be interested in reviewing.
- Establish Author pages on Amazon and GoodReads and LibraryThing.
- Don’t use display sites. They make you look like an amateur.
On Book Reviews
Don’t read them. Reviews aren’t for you. They’re for readers of your book. They’re nothing to do with you, and often, will have little or nothing to do with the book you wrote.
If your publisher or agent wants you to run review and press inquiries by them, you provide contact information for the person responsible on your Website’s Contact page.
Participate in free giveaways of review copies on GoodReads, LibraryThing, and review blogs for your genre that you actually follow, are familiar with, and are reputable. Create an Amazon Author profile page, and contemplate linking your blog’s RSS feed so that your posts are automatically re-published to your Author page.
If you’re handling press inquiries or requests for review copies yourself, don't automatically email back the ebook or send a free review copy. You look at their reviews and what they review, and then you decide if it makes sense or not for your book. You are never rude. If you think you and a particular reviewer aren't a good fit (you've written a cookbook, and it's a site about Harleys, you have a queer main character and they're charter members of NOMA, etc.) you politely thank them for their interest but indicate that you think you're not a good fit, or—you may simply decide to ignore the request if you can see no courteous way to disengage.
The Author’s Big Mistake
Do not engage in the Author's Big Mistake. The phrase “author’s big mistake,” or A. B. M. is derived from an essay by Paul Fussell in Harpers, February 1982. The author’s big mistake is in responding to, commenting on, or correcting a review of his or her books. It never ever ends well. In short:
- Never publicly comment on a review of your own books at all. Ever.
- Never ever review your own books ever at all under any name or account.
- Do not post using a sock puppet. Ever.
- Do not engage with reviewers of your books beyond answering specific questions, and at most, a thank you. Do not comment, argue, debate, correct interpretations or disagree.