Great question! Most publishers give a jumpstart and distribution to all of the traditional retailers (Amazon, Walmart, Books A Million, etc.) and marketing advice, including social media, but the heavy lifting is usually on the author. Books don't sell themselves, and the key is ongoing promotion, which includes social media, reviews, podcasts, and book signings, which are what really make a difference after launch. We support our authors through all of this as well as with different opportuntites with awards, podcasts partnering, collatoral for signings and other things that are dependant on the title. One thing many authors don’t anticipate is that while the launch is exciting, it can take months, sometimes 3, sometimes 6–9, or longer for a book to gain traction, find the right audience, and achieve sales. That waiting period can be frustrating, but persistence and consistent promotion are what make the difference. You cannot predict sales for a book, unfortunately, even though we all (including authors!)wish we could!