As Malcolm Gladwell has been saying during the past few years, the internet is good at forming weak, not strong links. Commitment on the net is shallow. This is the same for events and for purchase of books, and also for reading the content of any post. People click “like” on articles they’ve never read, befriend people they’ve no connection with.
This is long, but worth reading: Ewan Morrison is, I think, spot on with 'Why social media isn't the magic bullet for self-epublished authors'.