This is really about a clash of culture. As an author he's probably quite accustomed to promoting his books to the widest possible readership by whatever means

This is really about a clash of culture. As an author he's probably quite accustomed to promoting his books to the widest possible readership by whatever means are available, but it also appears that he has little familiarity with the ways of the internet. Did I carefully read the Facebook ten commandments before joining? No, I didn't. To a large extent my behaviour on Facebook is a product of my previous experiences of internet etiquette. If you have no previous knowledge of these semi-explicit rules it would be quite easy to commit a faux pas.