The Problem I have with self help when it comes to social anxiety:
There is no answer.
The fundamental reality is that social anxiety and the lack thereof are arrived at by equal (and opposite) roads, and the only way one could morph into the other type of person is by having new experiences opposite to the old that would in effect, reprogram the person to feel differently around others. Can someone with SA work on it? Sure, and well have some agency over our own behaviour, but let's not invalidate years of learned behaviour. A person with social anxiety will only truly be cured through positive experience with others. Of course, one does have some room to self improve in ways that would give them a higher chance of having said positive experiences, and for that self help material can be useful, but not in the way it is advertised. it always seems to put the onus on the self while ignoring the fundamental fact that good experiences with others throughout ones life=confidence and vice versa. A non confident person can get there, sure, but it's like asking a confident person to suddenly feel anxious around others- it ain't happening unless the people around them suddenly start responding differently to them.