Establish an online presence. Vibrant YA book communities exist on Goodreads, Facebook, Twitter and in the blogosphere -- view an extensive list of YA book blogs by visiting the YA Book Blog Directory. Experiment with social networking sites to determine which work best for you. Don't hesitate to jump in on the conversation: post comments, status updates or tweets that advertise your work and show off your own unique authorial voice.
Introduce yourself to local bookstore owners and teen librarians. While online purchases of books continue to rise, Publisher's Weekly indicates that as recently as 2008, a full 30 percent of book purchases were made inside chain and independent bookstores. Bookstore owners prominently display local authors' work and hand-sell titles, generating word-of-mouth buzz. In addition to recommending titles, librarians help organize local author festivals, and can nominate novels for awards.
Spread word through professional organizations. The Society of Children's Book Writers and Illustrators is the premier organization for all types and levels of children's writers. Don't hesitate to join this group and any professional writing organizations for the subgenre of your novel, such as romance, mystery or horror. Through professional organizations, you can announce your novel's sale and network among professionals interested in your book's specific subject matter and style.
Accept all interview requests -- even from the smallest of venues. Whether the invitation comes from a beginning blogger or a local community paper journalist, who has perhaps learned of your book through a press release sent by your publisher's publicity department, consider it an opportunity to spread word of your work and become more comfortable with the interview process.
Invest in promotional items -- commonly referred to as "swag" -- that will help spread the word of your book: bookmarks, bookplates, stickers or pens. Give the items out at author events or through your blog. Don't overspend on swag; a bookmark or sticker featuring your cover art gets the job done just as well as more expensive T-shirts, and a bookmark truly is one-size-fits-all. Once a teen puts a sticker on a school notebook, an advertisement for your novel is suddenly walking down high school corridors.
Give copies of your novel to those who can generate buzz: bloggers who review YA books, local journalists or teachers. Most publishing contacts include a provision for complimentary author copies, for just this purpose. These individuals have a better platform to spread word of your book than your friends and family (who would be happy to purchase your book on their own). Encourage recipients to pass their copies on to other readers when they've finished the book.
Continue to cultivate your rapport with local booksellers and librarians. Make regular visits, keeping librarians and bookstore owners informed of such exciting career developments as awards you have won or additional novels slated for publication. With each visit to local bookstores, sign stock copies of your book -- an author's signature may entice readers into making a purchase.