Keep a calendar, pre-book launch and afterward, of every place your book will appear online
If considering hiring a publicist, interview a few and come to the interview prepared with what you're looking for.
With book tours online and social media, know the number of followers
Support other authors, review their books, and engage with the book community, don't just promote your book.
Get out and meet your readers in person because readers are not only intelligent, they're fun