As a company currently working on a product launch, we’re taking the time now to slowly and organically build and establish our presence online (we’ve previously discussed the merits of this method versus the faster method of purchasing followers). Incidentally, this is something we recommend that authors do for any book launch - start early.
On a daily basis, this means: following new writers or industry personalities, engaging with followers, checking up on relevant hashtags, and sharing and creating useful content.