So, apparently, I need to do Social Media

In my quest to get published, it appears that I need 3 things:

1. A really good novel
2. A relationship with folks in the publishing industry
3. A social media presence

I used to think I just needed number 1.  Turns out, 2 and 3 are kind of important as well.  While the value of knowing people in publishing seems obvious, it's taken me longer to come around on the whole "social media" thing.

Apparently the thinking is (and correct me if I'm wrong), that if a publisher or agent is going to take a chance on you, they want to know that you're going to be willing to get out there and market your book.  These days, social media is how folks market.  Therefore, get published = do social media.

I admit that I'm a bit reluctant here.  For one thing, the whole thing smacks of self-promotion which, I guess, is the entire point.  Also, it's a lot of work, for an uncertain return.  Do I spend extra time editing my novel, or tweeting?  Lastly, it seems that the more you put yourself out there, the more you risk the opposite result.  What if my efforts to build an audience result in people thinking I'm an asshole?

Well, on that one I'm on safer ground.  Most people who know me already think I'm an asshole.

What do you all think?  Any tips for getting involved in this crazy internet thing?