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The Power Of LinkedIn For Book Promotion: The Self-Publishing With ALLi Podcast Featuring Dale. L. Roberts

The Power of LinkedIn for Book Promotion: The Self-Publishing with ALLi Podcast Featuring Dale. L. Roberts

In this conversation, Dale L. Roberts and LinkedIn expert Sue Ellson discuss the importance of LinkedIn for book promotion. They explore how authors can effectively build their presence on the platform, create standout profiles, utilize various features, and engage with their audience. Sue emphasizes the significance of networking, connecting with the right people, and leveraging LinkedIn's analytics to refine strategies. The discussion provides actionable insights for authors looking to enhance their online visibility and market their books effectively.

Listen to the Podcast: The Power of LinkedIn for Book Promotion

.@selfpubwithdale and @sueellson discuss LinkedIn for book promotion, covering profile building, networking strategies, and engaging effectively with your audience on the latest Self-Publishing with ALLi Podcast. Share on X

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About the Host

Dale L. Roberts is a self-publishing advocate, award-winning author, and video content creator. Dale’s inherent passion for life fuels his self-publishing advocacy both in print and online. After publishing over 50 titles and becoming an international bestselling author on Amazon, Dale started his YouTube channel, Self-Publishing with Dale. Selected by Feedspot and LA Weekly as one of the best sources in self-publishing of 2022, Dale cemented his position as the indie-author community's go-to authority. You can find Dale on his website or YouTube.

Read the Transcripts

Dale L. Roberts: Authors, are you struggling to connect with readers, publishers, or influencers? LinkedIn might just be the hidden gem in your author toolkit. Today, I'm thrilled to have Sue Ellson with us, a LinkedIn expert and author, a consultant with a wealth of knowledge about personal branding and online networking.

Sue has helped countless professionals harness LinkedIn's power to grow their careers. Now, she's here to share her insights with us. Whether you're an indie author or traditionally published, you're about to learn how LinkedIn can help you find opportunities, build connections, and market your books more effectively.

Welcoming Sue. How are you doing, Sue?

Sue Ellson: Really well thanks, Dale.

Dale L. Roberts: I am super excited to focus on LinkedIn. Now, you noticed a very weak area by my part because you were like, hang on, Dale, you did some content about LinkedIn over on YouTube, but where's your LinkedIn profile?

I'm sorry, I've since left the platform because I literally wanted to focus a lot more on YouTube, but that's not to say that LinkedIn is still not a good and great opportunity for a lot of authors out there.

So, for authors new to LinkedIn, what's the first step they should take to start building their presence there?

Sue Ellson: Well, the first step is to tell your story on LinkedIn and fill in your LinkedIn profile. Now, the benefit of a platform like LinkedIn is first of all, it's not owned by a megalomaniac. It's owned by Microsoft.

I'm glad you got the joke.

And if you Google someone's name, it's likely to come up in search results. Now, from an author perspective, that is really fantastic because you can tell the story you want on your LinkedIn profile, not what your publisher wants or not what they find themselves. So, completing your LinkedIn profile and changing your LinkedIn URL to just your name, that will optimize you in search results.

So, then at any time, somebody can go and look back at the story and say, well, is this author justified in writing about X or Y or Z? And they can see that backstory and do that.

Now, the second thing is, I believe the most important thing all of us need is, no such thing as job security and definitely not as a writer, but we need a network. So, the more people we can add to our network. So, I have my three favorite word mantra, which is: from now on. So, I invite everybody to connect with everyone they meet from now on.

So, no more having to update your phone or your contacts list or whatever. If you just connect with someone on LinkedIn, regardless of what you do on any other social media platform, you can still reach the person, because most people seem to keep their LinkedIn profile, whereas some of the others they'll let go of.

So, I know a lot of people exited Facebook and then a lot of people exited Twitter/X, and a lot of people sort of shift and change, but most people for the general part end up keeping their LinkedIn profile because it is a professional network.

Now, the only thing I do see with authors is a lot of them don't have a LinkedIn profile because they think it's only for professionals, but there's all these other benefits that you can get out of it, and I think that that's what authors really need to focus on. You can also list all of your publications on there, so it puts them all in one nice spot, and of course you can write blog articles on LinkedIn, and they can rank in Google search even better than your own website blog articles can. So, there's heaps more, but that's just a starting point.

Dale L. Roberts: I'm just kind of curious. You're so very informed on LinkedIn. Why LinkedIn versus, say, the other platforms you mentioned, X or YouTube, why do you see more value there, and why do you continue to kind of push forward in that arena?

Sue Ellson: Well, first of all, let me assure you, I am on all the other platforms as well. I'm an ex-banker, so I would never put all my eggs in one basket, and YouTube is another essential one as far as I'm concerned.

So, if you do no other social media, I would say LinkedIn and YouTube are the two top ones in my mind.

Now, as I've already mentioned, LinkedIn is a network and the other platforms don't really connect you with your followers or your friends or whatever in quite the same way that LinkedIn does, because people can search for you and reconnect with you and so on.

So, that's one component, but also it is an extremely powerful publishing tool because your articles can appear in Google search results. So, I've written one on the professional membership of LinkedIn, and I still get loads of traffic to me via that one article that is on LinkedIn.

They're also now like all the other platforms focusing on video content, and I know a lot of authors don't like video content and believe you me, Dale, I have been putting it off for years and years and years. But in September 2023, I started appearing on national television, and I thought, hang on a minute, how can I appear on national television and not on video on social media?

There's kind of a mismatch here. So, I have now finally, at the end of 2024, put myself on portrait video online, not just on LinkedIn, but all the other platforms, and the irony is I'm getting more views from the videos that I put out myself than I did of the television interviews that I put on YouTube.

So, go figure that one.

So, I guess the other thing that I really like about LinkedIn is it's a nice place to be. It's a professional network so people are not nasty to you. It is, for want of a better word, a safer environment for you to share your story, and I think there's that level of respect in LinkedIn in the newsfeed that you don't necessarily get on others.

Now, I know some people say it's just full of people humble bragging. Yeah, I get that, and I ignore all those. But I love following people who've got something of value to offer, both from a nonfiction and a fiction perspective.

Dale L. Roberts: You've tapped on a number of things, but what I'd like to do is walk it back here for just a second. Creating that standout profile, what are those key elements to that standout profile for LinkedIn, especially for authors?

So, I think you touched a little bit on the story, but what about the picture? What do we need to do to best position ourselves, because obviously I don't want to just leave the egghead, default profile thing there and all that type of stuff.

So, I guess probably the best way for me to say this, because you've already kind of covered some of those elements, what are the elements we should not be doing? What are the mistakes that you often see some authors doing on LinkedIn?

Sue Ellson: Well, the biggest mistake is they don't fill it in. I mean, that's the obvious one, and there are a lot of sections you can fill in.

Coming from Australia, we don't like to boast or brag about ourselves, and I know a lot of authors want their writing to do the talking, not the rest. So, I know it's going to be uncomfortable for people to do it, but you've kind of got to fill it in.

One of the easiest sections to fill in is what languages do you speak? I did French at school. So, I've got English and French. So, even though I've only got elementary, but it's a nice, easy thing to do.

But it's going to matter what photo you have now. A lot of authors, we come to writing later in life and we're worried about our age. It's not about the wrinkles. It's about the energy you convey. So, you really need to have a photo that is within three years of now.

You want to convey your energy and enthusiasm for what you do. Believe it or not, I went to a professional photographer some years ago, and it took him 70 shots before he got one I liked. So, even with a professional photographer, we're not necessarily going to get a photo that we think represents ourselves. So, you've got to have a photo that you feel really comfortable with that conveys your energy and enthusiasm and your personal style and genre and whatever it is.

The headline, which is what is directly underneath your name, needs to talk to what you are about because most people are only going to look at your photo, 65 percent of the time they spend on your profile is going to be looking at your photo, and the headline.

So, if I meet Dale in person or I see you online and you're talking to me, I'm going to get a vibe about you. Whereas a screen presence is two dimensional. So, if you don't inject some of your personality and style into that, nobody's going to know about it.

So, I classify digital literacy, you've got a LinkedIn profile, and digital competency means you use all the bells and whistles. So, you can link to videos on your YouTube channel, you put on some featured links, you can put, obviously, your publications, you can write an article.

And there's another really fantastic feature on LinkedIn that I think is great for authors, because most people who love your books want to hear from you, and most authors don't want to be drawn into mailing lists and subscriptions and all that kind of thing because it's a monthly cost and it's a pain, right?

But as soon as you've got 300 followers on LinkedIn, you can create a LinkedIn newsletter. So, whenever you publish, it automatically sends a notification to everybody.

There's no cost to that, but even better, every time you get a new connection or follower, it invites them to subscribe. So, you don't have to do anything, and you've got this really powerful tool and it's like an article on steroids. It appears on the internet, it ranks as a piece in itself, and you can just quite easily just do it on LinkedIn.

You don't have to be managing the mailing list and you're not annoying people in their inbox. It only comes through as a notification. So, sometimes as much as we love somebody's content, we don't want another wretched email in our inbox. So, this is another way to keep in touch with your loyal readers, but without sort of hassling them quite so much.

So, there's a lot of little things like that.

Dale L. Roberts: There's so many really cool features and I'm glad that you brought up the thing about the newsletter. I'm curious, is there any one or maybe top three-to-five features that are game changers, that are going to be something that I'm making the most of this platform while elevating my brand?

Sue Ellson: That's a tough question because it really does depend a little bit on your genre. So, for instance, if you're a science fiction writer, you can do all of these things, but how are you going to find people who love science fiction on LinkedIn? I mean, that's going to be a little bit tricky.

So, it's hard to sort of come up with something, but I'm a huge fan of the articles, huge fan of the newsletters. I actually run monthly events, and when events first came out on LinkedIn, they were amazing because you can invite a thousand people a week to an event, but it really only works for free events.

So, if you were having a book launch, for instance, you could put that on LinkedIn, so long as you do it at least four weeks in advance, you could invite a thousand of your connections every week to your book launch.

But I have a different view on book launches. I prefer to get people to go to a website where they book a ticket, where they can either come for free or they can purchase your book at the same time.

So, for me, that's a better way to sell books because all the money's taken care of before they turn up at the book launch, and they're more likely to buy a book when they're booking the ticket than they are when they get there. I don't know, it's just a psychological thing.

Also, if they were tempted to buy the book when they book for the event, and then they get to the event and they like you, well then there's even better chance of selling the book.

But nevertheless, I still put events on LinkedIn, and I definitely would put a book launch on, but it's really only good for free tickets, because even if you say it's $25 to come, what will happen is you'll message them and say, now you've got to register here to pay the $25, but nobody does.

So, it's great PR for your book launch, but it doesn't really generate book sales. So, events is sort of a good and a bad thing.

But also, I think what you should think about is, particularly if you've written a nonfiction book and it's designed for a particular audience, you could use LinkedIn to find people who would be interested in that type of book, and then you could connect with them and invite them to your book launch.

So again, you could just put the link to your event in the connection request and then you sort of promote the book launch and get them to connect with you at the same time. So, that could be another really great feature that would be something useful, but I'm all about creating digital assets that work over the longer term.

So, obviously the more people you end up within your network and if you publish at least monthly, that's going to help.

The other thing I think a lot of people underestimate is, I call it being the nice auntie or the nice uncle, you know that person who's always supportive and says, Dale, you're doing a great job, keep at it. If somebody likes your post or adds a comment, people get so excited by that.

So, if you're a prestigious author and you've gone to the trouble of liking a journalist's post, or somebody influential, or adding a little comment, those little things can have really far-reaching benefits.

This week, there's a new podcast that has been on the ABC, which is our national broadcaster, that's now going to be a live radio program on Radio National. It's called This Working Life, and it goes to air this Friday.

So, I said, congratulations, and they asked the question, what do you want your new year to look like? And I said, I want to go more one day sabbaticals. Well, the host actually contacted me on LinkedIn and asked me what I do on my one-day sabbaticals, and now I have to record. I did it last night. I recorded an audio thing and it's going to appear on national radio on Friday. So, that only happened because I was on LinkedIn.

So, we're skipping all those intermediaries of PR professionals and all of that sort of thing, and we're liaising directly with the people who can give us some media coverage for our publications.

So, there's lots of random things like that. So, definitely, if you've got a book in a particular genre and you know journalists that feature that kind of topic, then definitely find them on LinkedIn, connect with them, click the notification bell, like their posts, and then they'll suddenly start looking at your stuff and that can lead to opportunities as well.

Dale L. Roberts: So, you're saying, I don't want to just go on LinkedIn, set up a beautiful profile and just let it sit passively. I want to be actively engaging with other people within my niche, so that way the rising tide raises all boats.

Sue Ellson: Correct, and you only have to spend 10 minutes a week doing that.

I don't want you to spend hours and hours a day. I just want you to say, what is going to help me achieve my goals, whether it be get people to the book launch, or get new readers, or end up in book clubs, or whatever it is that you're trying to do, and just make that happen through the LinkedIn resources.

Dale L. Roberts: Okay. You've mentioned something real briefly here, which is building that network. Actually, you've mentioned it quite a few times. We want to build that network, obviously. How can authors connect with the right people on LinkedIn without coming off as spammy? Because there's a lot of fear around that. A lot of people are like, oh, I don't want to be spammy.

Sue Ellson: Yeah, absolutely. Well, first of all, you've really got to think about who are those people. So, journalists are one group of people that I would absolutely aim for. If you're aiming to be published with a particular publisher. Obviously, you would want to follow that publisher's page and engage with their posts and connect with the people who work at that publisher. So, they would be some people that would be interested. And then anybody else who is related to it.

So, for instance, what can I give you as an example? I've got a book about hyperlocal marketing, and so that's about marketing within your local area. So, there are people in local government called the Economic Development Unit and they're all about placemaking to make sure that in that local area, everybody engages with the local shopping strip and the services in the area.

So, what I could do is I could use LinkedIn or Google advanced search, cause that's unlimited searches, or I can use the search within LinkedIn and I could look for economic development officers in all the local council areas, you know, close to me, connect with them and say, by the way, I've got this book, it's about hyperlocal marketing, would love to connect. You don't have to say, please buy it. You just say you want to connect, and then when they do connect, you can say, I'd love to send you a short summary or whatever, enjoy.

You don't push the sales; you just build the relationship first.

Then at some point they might say, well Sue, would you like to come along and run a little workshop? So, I have recently been contacting a lot of the local council areas and then a random council area has contacted me this morning and said, we're running a small business festival, would you like to be part of it?

So, I'm super excited but I wouldn't have got that lead if I hadn't found those economic development officers in the other councils. And of course, a lot of them all talk to one another. So then if you know that Mary talks to George, talks to Bob, you end up being found more often.

So, you've just really got to think about, who are the people who would be interested in my content?

The other people who are always interested in our content is the local library, because they obviously want to publish or have the books of local authors in the local library. So, you can find the people in your local library and say, I'm a local author, and I am prepared to give them my book.

Although, most of the librarians are really good. They say, oh, no, we want to buy it from you. So, you go in being willing to give it to them.

But here in Australia, we also have something called public lending rights. So, the government, if our books are in libraries, they will pay us money because our books are in libraries. So, that's another strategy. Your books in more libraries, then you could get more public lending rights money as well.

So, it really depends on what you're trying to do with your book and then you just say, okay, who are the people that need to know about this?

But does Dale, the guy who loves science fiction, write on his LinkedIn profile, I love science fiction? Not necessarily.

So, the thing I'd say to you, Dale, is if science fiction is your love or any other genre, put that in interests. I mean, your about section, it's just free form text, and I often encourage my clients to write interests. So, if you mentioned science fiction, skateboarding, whatever it was you're interested in, I can do something called a Google advanced search, and in the top of the box, I can say, “science fiction”, and “USA”, and then in the box down the bottom that says website, I can say “LinkedIn.com”. What Google will do is it'll go through all the LinkedIn profiles, even people I'm not connected to, and it will look for the word science fiction on someone's LinkedIn profile, and then you could connect with that person.

So, you can be really targeted about reaching somebody that would be completely related to you, and we all know that with traditional publishing the time that they spend marketing your book runs out. Whereas, this is something you can do before, during and after publication, particularly if you've got a back catalogue of books, you've been writing about science fiction for 10 years, a science fiction lover will still like science fiction that was written 10 years ago, so you could still publish some of your back catalogue as well in that promotional activity.

Dale L. Roberts: Nice. You've unveiled a little bit of something I guess I wasn't aware of the advanced search feature. So, would this work out for finding collaborations? Are there specific strategies beyond that for using LinkedIn to find, say, coauthors, editors, or even beta readers?

Sue Ellson: Yes, absolutely. Personally, as an ex-banker, I don't want to co-anything with anyone. I know that's terrible. Maybe I'm a control freak, I don't know, but I want my life to stay simple. I really do.

So, if I want to do a collaboration, I want to pay you for your expertise and I want to get what I need and I want to say, thank you so much Dale, and just let me carry on, on my own little wagon kind of thing. That that's the way I like to work. I like to pay you what you're worth, give you the money at the time and move on.

Dale L. Roberts: I don't mind if you throw money at me, Sue. That's fine.

Sue Ellson: And it was interesting because the whole reason I chose to self-publish was I did a lot of research, and when I realized that traditional publishers, their interest in my book would run out, I thought, well, my interest in my book is never going to run out.

So, I got an author advisor. My author advisor told me all the things I needed to do and the layout of the book, and he was fantastic. I paid him per hour. He was terrific and I rave about him, and I've shared his details with lots of other people. He's written a book about how to self-publish a book. So, that was my Bible as I was doing the thing.

But I also had three different editors go through my book and every one of them tried to change what I call my voice. I write non-fiction, which is very different to fiction, and I understand that.

In fiction, sometimes you can lose the story or forget the reader doesn't know that bit, and editing is a very different process with a fiction book.

But for non-fiction, they started changing the structure of my sentences, and they missed out bits, and then I looked at what they'd edited, and they'd still missed a grammar mistake, and I'm thinking, every book I've read, even by traditional publishers, has mistakes in it. And I thought, you know what? I'd rather them be my own mistakes than edited mistakes.

So, what I love about self-publishing is that all of the people who read my books who've met me, they say, I can hear you speaking to me, Sue.

That, for me, as an author is what I want to achieve. So yes, I could have gone out and found more editors, but in the end, because I'm a bit control freaky anyway, I'm pretty thorough. So, I figured, I'm just going to have my own mistakes.

Dale L. Roberts: I might have tripped your trigger in the wrong way. My idea was collaborating, not even like co-authors, editors, beta readers, that was just general examples. So, I'm more thinking like, even connecting with other authors, let's say within my niche.

So, using that advanced search.

Sue Ellson: Yes, definitely. I use it obviously for marketing, but Google Advanced Search, you can do that till the cows come home. There's no limit to the number of searches you do, but there is a limit if you search within LinkedIn.

Look, you can find any sorts of people, but again, we go back to, has the person filled in their profile enough? Because if they haven't filled the profile in, I'll never find them. Because if it's only got their name and no photo and just their current job, because they've got to have a nine to five just to pay the bills, I'm never going to find them.

So, this is another reason, if you don't share your story, you're not going to be found.

So, two metrics to tell whether your LinkedIn profile is working for you or not is, are you getting at least 100 profile views per 90 days and at least 50 appearances in search results in seven days?

If you're not getting those two numbers, your LinkedIn profile basically isn't working for you.

So, aim for that and then other opportunities can find you.

I've also optimized my LinkedIn profile, so I come up in search results. So, if you do “LinkedIn specialist, Australia”, because obviously you're not in Australia, I'll be in search results.

I'm also in AI chat results as well, because I've published so much content on so many websites over so many years.

There was a guy in the UK who got a hundred people around the world to type into their favorite chat engine, who are the top five LinkedIn specialists? And I was equal six with him in the world. So, this is the other benefit. If I can give your listeners another piece of gold, don't just publish in your book, publish wherever you can.

I would rather be read than published. So, I write poetry as well, and what I'm doing is I'm Googling myself, and don't we all love to Google ourselves?

Dale L. Roberts: I haven't done it in a while.

Sue Ellson: Yeah, but you do it.

Dale L. Roberts: I have done it.

Sue Ellson: Yeah, of course. So, I've got a poem called Heart Poem. So, if you Google Heart Poem, you'll probably find it in the top of your search results, but it's been added to an artwork. It's been added to an Instagram post. It's traveling the world in its own little way, and my next two books will be poetry books, but I've already got this sort of out there in the ether over 150 poems that I've already published just on my website and people are getting the benefit of reading those poems.

So, I think if you can encourage authors, not just to think of books as the only way to publish, but get your own name website and start putting it out there and don't worry about copyright. Just get excited when somebody quotes it. It's kind of cool. and it means that your writing is changing people's lives, and most of us authors, that's what we want to be able to do.

Dale L. Roberts: We have covered a lot of stuff over the past near half hour now, but one area I want to touch on, something I nerd about over on YouTube is analytics.

What LinkedIn analytics should authors pay attention to and how can they use that data to refine their approach? Because obviously, you don't want to just keep throwing things against the wall and seeing if it sticks, you want to see that there's measurable results from your efforts on LinkedIn.

Sue Ellson: Absolutely. So, I've already mentioned the 100 views per 90 days and the 50 appearances in search results in seven days.

You need to be constantly increasing the size of your network. So, you can click on network and see your network. If you also click in there, you'll see your followers. So, let's say you get a lot of people who want to follow you from a foreign country who build websites. We don't necessarily want to connect with those, but they may become followers. So, making sure your followers increases is nice.

But if you go to linkedin.com/dashboard, you will see that LinkedIn is trying to see if you are, I call it feeding the beast. If you're being a good participant on LinkedIn. So, what it's doing is it's tracking every seven days, what you're doing on LinkedIn.

Are you liking anything, as in reactions, like a thumbs up or a clapping hands or whatever. Are you making comments or have you posted any content?

You can go to linkedin.com/dashboard, they're tracking that. So, they're seeing if Dale is being a good boy on LinkedIn or not then your content will go further.

Now, the next thing is a lot of people on all social media are chasing likes and comments and wanting to go viral and all that kind of thing. I say forget that because there is no silver bullet, and even if something goes viral, and I've had posts get 32,000 views, it didn't lead to anything, so who cares?

The thing is with social media or YouTube or any other social media channel, they want us to keep turning up. They want us to keep engaging and they want us to keep publishing. So long as you do that, the numbers will follow.

So, another statistic they say is how many views has your content received in the last week? Mine is always around 4000 views every week. So, that's my current content plus my old content.

Now, where else can you get 4,000 views a week just by putting out one piece of content, or sometimes two pieces of content a week? I mean, that's pretty good.

Just with any social media, it's about consistency, and because they keep changing the wretched thing every so often, all of us are frustrated. It used to be here and now it's not there, and it doesn't work and what's happened. But one of the little things is, if you look at what you can post on LinkedIn, you can post polls.

A lot of people forget that that's a really handy one to have.

Dale L. Roberts: Everybody loves voting.

It's a great way to get people engaged too. I mean, that's excellent.

Sue Ellson: Yeah, easily done. Another thing you can do is you can save your PowerPoint or Word document as a PDF, and you can attach that to a post so people can scroll through it and it's a really nice quick interactive thing, which is more interesting than just one image. But people can download that and then they can click on the links.

It's just really watching out for the new trends. If you can follow some of the new trends and be first to market with some of those new trends, that was more likely to get more viewers than something that is old hat, because all the platforms and megalomaniacs, they want more people more often for longer.

So, if you do anything on LinkedIn that takes people off the platform, then they're not going to be happy about that. So, just try and keep your audience there and be nice to the people who are there, and it kind of just all falls into place.

Don't sit there and analyze, oh, my post from last week only got a hundred views, and this post got three thousand, what have I done wrong? I better not post anymore.

That's what a lot of people do. So, you've just got to avoid chasing stats, but if your followers are increasing, you're getting a reasonable number of views per week on your content overall, and you've gotten at least a hundred views and 50 appearances in search results, just go back to what you were doing. Go back to your attic and keep writing.

Dale L. Roberts: Very good. Well, Sue, we have blasted through a half hour like it's nobody's business. You've dropped a lot of great information. You've almost got me coaxed back over into the LinkedIn profile. Maybe I'll just dust it off there because I had a fair following there, but all that aside, I'm sure some of our listeners here at ALLi would love to know how they can get hold of you. Where can people find you and get your services?

Sue Ellson: Well, it's just Sue Elson, sueellson.com. That's my website. I'm on LinkedIn, obviously. If you Google me, I'll come up. Just reach out, happy to chat.

Dale L. Roberts: Thank you so much for your time today, Sue.

Sue Ellson: You're most welcome, Dale.

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This Post Has One Comment
  1. Thank you for a detailed and insightful discussion. I have a question. What if one already has a LinkedIn profile for their technical/professional work? Do they build their author profile within that or create a new profile? Especially if one writes fiction.

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