In October 2015, the Amman-based outlet 7iber published an article entitled, “How Reading Jordanian Literature Has Become Nearly Impossible.” The piece enumerated the “systemic” challenges faced by authors in cultivating a local readership: steep publication costs, meager institutional support, a paucity of venues for promoting literary work, and—above all—the lack of a robust book distribution network. During subsequent field interviews in 2019, various authors, publishers, and booksellers emphasized this final point in particular. Succinctly put, literary works did not seem to be reaching local readers. In light of these structural obstacles, authors, publishers, and booksellers with an entrepreneurial ethos and the requisite technological literacy have turned to social media platforms—namely Facebook—to promote new works, construct public personas, and draw readers towards bookstores. These individuals thus offer an illustrative case study of the imbrication of offline and online worlds, seeing as they are simultaneously invested in online spaces (e.g., Facebook literary interest groups) as well as offline places (i.e., Amman’s bookstores and presses). How then do these literary figures conjure up a shared sense of a place within online spaces so as to cultivate a "local" readership? Drawing on digital ethnographic methods, in addition to anthropological theories of place-making and scale-making, this paper analyzes how authors and booksellers utilize various social media affordances (e.g., live streaming), specific speech genres, images, and video in order to produce particular notions of scale—whether local, regional, or national—within the digital realm. This paper looks at two case studies: 1) a tech-savvy author who generates a social media persona for himself as a cosmopolitan-yet-local "ibn al-balad"(a “true son” of the country, or “homegrown”), and 2) a mobile bookseller that uses specific visual genres to conjure up a sense of Amman as a reading city. I contend that attention to these online-offline encounters not only furthers our understanding of the literary field in Jordan but also speaks to broader questions of how place as well as scale are produced, mediated, circulated, and experienced in diffuse, unexpected ways. If place, as Michel de Certeau posits in The Practice of Everyday Life (1983), is “composed of intersections of mobile elements” (117), then the practices of these literary figures illustrate how place and locality coalesce within ever-increasing connectivities between the virtual and the actual.