I read at least 20 novels/non-fiction books a year, but usually I don't talk about it on Facebook because the nature of Facebook discourages these kinds of posts. I have a few other friends on Facebook who love books and are interested in talking about them, but I view FB mostly as a cocktail party full of topical conversations. Talking about literature and ideas seems to me some days to be like the guy in the corner droning on about astrophysics to an audience of socialites checking their watches.

Where do people talk about books and reading substantial? Book review blogs, publisher accounts, Goodreads, Longform, literary blogs (The Rumpus, HTMLGiant etc). These are all niche categories that "pop culture" isn't necessarily interested in.