A writer asked me, “Should I start a Facebook Author Page? My book is coming out next week, but I want to keep my personal profile private and just get everyone to like my author page.”

What I heard: I don’t want to share my real self or genuinely connect, but I want people to sign up for my commercials.

Because yes, we share our blog links and promote our friends’ books, too, but these are all commercial activities. Read me. Buy me. Buy this other thing.

Nobody wants to be your customer. They want to be your friend.

Facebook already knows this. That’s why Facebook feeds you a steady stream of news from family and acquaintances, posts from interest groups you’re part of, and a very occasional post from that author page you liked a long time ago because your friend asked you to.

Even when you like and…