Social Media and You - Are you reaching your readers?

I've been tearing my hair out trying to keep up with my social media contacts and in doing so, I've found myself on that round wheel running in a circle. Just how important are social media contacts in this age of Twitter, Goodreads and Facebook? Now I'm hearing about Linkedin (which I've just joined) and LiveJournal (I believe it's called). And I'm sure there are many more out there that I've missed.

My question is: How much of this contact is actually going to reach my potential readers? I see many advertisements on Twitter about a person's book, but are they reaching the right people? How do we reach the right audience online? I imagine finding a reading group that's not made up of all authors (no offense intended), not just so I call sell my book, but so I can make some contacts in the real world of readers.

Readers have insights into books that authors don't always see. I was reading a review of a book by a reader that held a different perspective than another review written by another author. She said the book held her interest, but was too hard to understand in places. Remember, she wasn't a professional reviewer. She was a reader. Those are the people who read our books.

I'll keep Tweeting and making new friends on Linkedin, Goodreads and Facebook, but for the most part, I want to remember that I'm a writer who wants to connect with readers. I hope to find my niche in the writing world that blends nicely with the reading world. After all, no matter what, we are writers. I've included K. Weiland's A Wordplayer's Manifesto for your enjoyment.