Have you ever wondered whether “going viral” with a video or Tweet would boost your book sales? Think again. The impact of sudden fame on a writing career can be fleeting as well as fickle.

Author Jami Attenberg recently wrote about her experience with instant  Internet fame. Attenberg, who has written around a half-dozen novels including a NYT-bestseller, became an overnight sensation when she set up a successful sting to recover a stolen bicycle. So how did all that media attention affect her book sales? Nada much, according to the writer. Attenberg’s “fame” faded quickly, and she eventually returned to the daily, unglamorous grind of writing.

It’s a different story with Zoella Sugg, a YouTube “vlogger” who built a large following with her online tutorials telling young women how to apply makeup, do their hair, and deal with personal issues. According to an article in The Guardian, sales of Sugg’s first book, Girl Online, made her the fastest-selling debut author on record. Her forward progress hit some bumpy air when it became known that Girl Online had been created in collaboration with a ghost writer. Happily for Sugg, her online fans didn’t seem to care about the news of a ghost writer, any more than they cared about her Tweet asking her fans to “Bare with me” as she took a hiatus from the Internet to uncloud her head.

There’s a scary side of Internet fame as well. You’re probably familiar with the story of how one ill-considered Tweet upended the life and career of a corporate communications executive. That story shows that when we take a false step on the Internet, we can quickly find ourselves swimming in uncharted waters. Such areas of risk on the Internet map should be marked with the cartographer’s ancient warning: “Here Be Dragons.”

Here’s my take on the benefits of Internet celebrity. If you become known for posting make-up tutorials, grumpy cat videos, or quitting a job in a dramatic fashion, you might be able to cash in on that celebrity with fans of make-up, grumpy cats, or dramatic exits. But if you’re an author who writes fiction for a living, don’t expect a passing burst of Internet attention to push your books. For that you need to focus on your writing, instead.