Not every song is a hit, and not every ballplayer makes it to the Hall of Fame. Likewise, an online campaign won't make a bad book successful.
On the Internet, word of mouth is amplified and accelerated. Thanks to online communities, it's getting easier to sell good books, but it's getting harder to sell mediocre ones. Word gets around. For the strategies in this book to work, your book needs to be strong, because your best competitors are online, too.
Internet word of mouth depends on an educated consumer. You're asking the reader to help promote your book, and this requires a _very good _ book, according to your audience. _Bad _ word of mouth will hurt your sales. Online marketing only helps a bad book fail faster.