You can dress it in a business suit, you can say the familiar phrase, "It's just business", and you can insist it's "not really", but the truth is in today's publishing world it's all about "me". And rarely is it pretty to watch no matter how you spin it. Publicizing your work makes it all about you.
You must promote, publicize, glorify, and celebrate it. Your face needs to be present on a Facebook Author Page, a Twitter account, Pinterest, Google +, Goodreads, and many other places where readers might be present and active. If you have a webpage for your author status, you must keep it updated to be effective. If you operate a blog, you must post regularly with attractive, clever, intellectual, or thoughtful posts to obtain consistent viewers.
You must be center-stage for most of what you choose to do, only taking a backseat to others when commenting on their various sites.
So. What it boils down to when all the extraneous additives or unnecessary "fat" is extracted is "the 'me' syndrome". Somehow you have to make it all about you. The question remains for each writer: How can I do this without alienating others and instead attracting them?
My answer? I have no idea.
Father, you know about all of this. You know what each one of us is assigned to do, and it's not about us: it's about You. You know how to help us. You know. In the Name of Jesus, Amen.