How I "market" myself as an author, as of September 2014:
1. I call myself an author. I used to introduce myself as whatever job position I had at the time, and then do an "oh I write too." Now it's the other way around.
2. I keep in touch with readers. I prioritize the communication channel based on how close and personal it gets, not how many the "followers" are. So for me right now, in order of importance:
3. I reach out to new readers by giving away lots of free stuff. Because I write a lot and often. One free book once in a while serves to introduce me to people who might be willing to read or buy the other ten. This is super easy to do, now that I've focused on digital.
4. I don't just say "buy my book." I am routinely invited to speak about several things, because I've publicly given my position on them: Indie publishing, digital reading, copyright, romance, new adult as a category. If I sat down and planned my author career beforehand, I would have thought about this more carefully, but I don't mind this mix of topics. They're all things that I'm passionate about. It's important, I think, that as an author you be associated with something more than your book. (Otherwise you have the problem of people liking your book, but not necessarily you, and what happens when you have a new one?)
I'm speaking about this at the NBDB session at the Manila International Book Fair (1:30 PM, Sept 20, SMX MOA). Drop by! Ask questions. :)