Selling yourself?

Everyone keeps telling me that to sell your book, you have to sell yourself. People today want to know about you, your opinions, your interests, etc. and your book is almost secondary. So, what's necessary? Selfie photos and videos? My political or religious persuasion? My hobbies? My deep, dark secrets? Can I, or should I, try to limit myself to sharing things that resonant with the book I've just published? Or must I go farther to show I'm more than my book? What are your thoughts?