Most of my blogs about authoring are practical advice, save my my decision to self publish. I’m now at a stage of outlining thoughts on other big (in this case ethical dilemma) author decisions; which social media and advertising platforms to use as an author. This is not an advice blog and definitely not a ‘how to make money as an indie author blog’. It’s why I chose to leave Twitter, opt out of Kindle Unlimited and delete my Facebook Author Page. It may help you reflect on your choices and what’s right for you as an author/ reader/ person. (And maybe we can lament the demise, death and zombie status of Twitter together).
Amazon, Libraries & No Thanks Kindle Unlimited
When you’re an emerging Indie Author and readers don’t know you from Adam, entering your book in Amazon’s Kindle Select program (into Kindle Unlimited -KU) is very tempting. It has lots of readers, your book is discoverable and you will get some page reads (even if you don’t market much or aren’t very good at it). Conventional author wisdom seems to be that its a wise financial and discoverability move for a first time author. But my books are not in Kindle Select (despite that at the time of writing I’ve only published 2/3 of my debut trilogy).
Growing up, I was the child of a single parent. Money was tight. We got most of our books from the library. I like libraries. I like that they’ve always made access to books, digital resources, the internet, printing and apparently now recording studios, an equitable experience. So when I published my first book I wanted libraries to have access to print AND digital copies. But no library could have digital copies in their catalogue if my ebook was in Kindle Select (KU).
No matter what research I did, or advice I considered, for me it was the ethical point that got stuck in my head. I’m a full time teacher and can pay off a home loan on my own salary (which is great because I don’t have a partner and am not inclined to want one). I’m privileged enough not to depend on writing to earn a living. Which is awesome, because as a debut author breaking even financially is a challenge. So I’m in a financial position to stick to my ethical guns and make my ebooks available to libraries.
Non-Amazon Stores
Then there’s stores. I don’t like Amazon. When I got long covid, I got banned from having books available on pre-order on there for a year. That’s because Amazon’s highest priority is customer experience (read ‘profits’). Authors don’t matter to them. I’ve heard of authors having their accounts deleted, their books taken down (before I left Twitter, more on that below). It doesn’t have authors’ backs.
So I researched bookstores and looked at alternatives. I discovered (I’m Australian so neither of these is really a thing here) that Barnes & Noble have a reader subscription service (Nook) and Kobo has Kobo Plus, and unlike Kindle Select (KU), neither of those subscription services is exclusive. So you can have your ebook on Nook, and Kobo Plus AND in libraries.
And there are so many other (non-exclusive) ebook subscription services online (Scribed & Hoopla for example). Sure, these services don’t make your book as visible as Kindle Unlimited, but they have less books for yours to get lost competing among, so I figured why not?
The above isn’t all the digital stores my first book is on, its just the main ones. If I was in Kindle Unlimited, you’d only see the first two ebook icons. That’s quite a few stores of difference.
Eggs in One Basket
I also don’t like a ‘put all your eggs in one basket approach’. Not just in terms of one basket, but also an American and far from global basket. Of the icons above, the blue icon is a French store. 24S is a Spanish owned subscription service. Thalia and Bucher De are German, and the green Rakuten Kobo is Booktopia, Australia’s biggest online bookstore. Not everyone will choose to buy from an American company when they can support stores in their own country and not everyone is fond of Amazon.
But the biggest problem of putting all your eggs in one baskets is it leaves me vulnerable, should the basket break. Which leads me to Twitter.
2025 Update: I’ve pulled my ebooks from Amazon (unfortunately they have a policy that pretty much means you can’t remove your paperbacks). And since sold more books in June 2025 Pride Month on indie online store Itchio than I did on Amazon in four years period. Bye bye Bezos!
Goodbye Twitter, Hello Mastodon & Blue Sky
Perhaps a pressing author ethical dilemma for many authors of late has been the demise of Twitter. Twitter’s #WritingCommunity was my first social media home as a writer. Privately I was on Facebook (which I’ve never liked. 2025 update: and have now deleted, including my Insta). On Twitter I found a space to network with, befriend, learn from and help my fellow writers. It grew beyond that. When I identified as both queer and neurodiverse, I saw great overlap between the writing community and those communities.
Twitter was a space where I could listen to voices I’d never heard before. Among them were, black people in America, BIPOC the world over, people with chronic illness, mental illness, neurodiverse and gender diverse people. It was a fabulous space for both professional growth as an author and personal growth as a person. Then Musk bought it.
True, algorithms always made your visibility and how easy it was to find friends on your feed variable. But Musk’s take over mostly made me feel more invisible than ever and made a concerted attempt to banish familiar faces from my feed. Familiar faces and good friends started leaving or stopped tweeting. The TERFs, transphobes, Trump supporters, and raging anti-science tribes started sounding louder. Twitter seemed to be competing with Truth Social to become the leading social media hate space.
Time To Go
I thought it would be transphobia and homophobia that drove me off Twitter. I’m the kind of person whose inclined to tell people where they can stick their shitty opinions. And I didn’t want to go on Twitter to be outraged or get angry or to argue. But that wasn’t the final straw.
A tweet about who was profiting from every fifth tweet (now a paid ad tweet) on our feeds stopped me tweeting. Fund the alt right? Fuck that! Sure, you can get an ad filter (which I did -and it helps a lot as someone with ADHD and visual sensory issues). But as Twitter became more like what I imagine Parlour or Truth Social stands for? I didn’t want to be associated with that place or its owner.
Hate Site
Since then and before publishing this blog @GasTheJews was revealed to be an entirely acceptable Twitter handle, when it was reported for hate speech multiple times, and Twitter claimed it wasn’t breaking any of their rules. Because did you know it isn’t hate speech if its in your Twitter handle instead of a tweet?
The Kid’s Aren’t Safe
Then came the move (nearly two months after I ceased using my account), which persuaded me to delete it, cutting off multiple friends I don’t see on any other platform. My country’s Esafety Commissioner concluded that Twitter doesn’t have even the most basic child safety measures in place, to prevent not only child abuse but also child sexual abuse from occurring on it, and our Esafety Commissioner fined them accordingly.
Worried its only a matter of time before child abuse material is circulated on Twitter (if it isn’t happening already), and disgusted that every type of marginalised adult AND children don’t matter enough to Twitter (or its reputation) for them to even pretend to be doing anything to ensure user safety on the site, I deleted my account.
The Dilmena
How is Twitter being a hate site a dilemma? People seem to be staying because they personally aren’t attacked or aren’t witnessing marginalised people being attacked. People seem to be making decisions based on their personal user experience. And or indies are reluctant to give up sales from the site, when many of us indies struggle to even pay the costs of our business with our earnings, let alone MAKE any money (my cover art and editing costs are several thousand dollars more than I’ve earned so far as an indie author).
As for me, I had ten thousand followers on Twitter. I’d welcomed newbies, done threads to connect writers. I made lists, and gave extensive feedback on pitch party pitches over two years (and wrote this blog on writing a good one, still my most popular post.) That was my community. I had good friends on that platform who weren’t anywhere else, and dm groups -writer, author, queer and ND support groups that as a group didn’t want to move. Leaving meant losing my community and my platform as a budding indie author.
What’s an Author’s Place?
There was an interesting prompt for October on Mastodon: should writers post about politics or avoid it to avoid controversy? Should we publicly interact as if we are part of the world, or act like Ents, tending our books? Predictably, people who thought politics wasn’t an author’s place were white, cishet, neurotypical, able-bodied authors oblivious to their own privilege. They didn’t seem to notice that for others, eg. First Nations, Black, Asian, Queer, Neurodiverse, Chronically Ill, or Disabled people -existing IS political. (I’ll be blogging about writing diverse casts in Jan 2024 ????).
To me, a nonbinary, a-romantic, asexual, neurodiverse, chronically ill white person living in a cishet, ableist world, ‘should writers speak publicly about politics’ translates as, ‘should writers shut up and put up?’ My answer is ‘no and did I mention fuck no?’ I agree with writers who said they are part of this world, impacted by it and am writing my identities into a world that barely knows we exist and or doesn’t understand and or accept us.
My Place
As part of this world, how could I tacitly support for example, the idea that @GasTheJews as a Twitter handle is acceptable, by retaining my Twitter account or using the platform? If you think I’m going too far in saying that not deleting your account is publicly signalling support of Musk and all he and his bootlickers stand for, I’d refer you to Mene Wyatt, who said, “Silence is violence. Complacency is complicit.” (Source, a powerful monalog on the Australian Aboriginal experience, worth watching).
I’d also point to the blog one of a nazis who greeted Posie Parker (a UK TERF) on the step’s of my state’s parliament house with a nazi salute. In his blog, he referred to most people as ‘normies’ and presumed he and his neo-nazis were acting on behalf of ‘normies’. People like him can’t claim shit like that if you publicly signal that you DON’T support them and they DON’T speak for you.
So I see removing all association with Twitter as a way of making my disapproval of Musk and everyone and their hatreds he shelters and promotes undeniably clear. Do I value that over money and even friendships? Yes.
Mastodon
So where does a writer, author, and a queer, neurodiverse person seeking all of those communities go? Mastodon had the greatest appeal. It’s similar in terms of functionality. The main difference is the whole platform isn’t the plaything of a single dick who can screw it up any which way every time he throws a temper tantrum. Or persecute minority groups wholesale because he’s angry at one individual in his personal life, who happens to be marginalised in a particular way.
Each Mastodon instance has a different admin. Hashtags can display toots on hashtag feeds that bridge instances (#WordWeavers and #WritersCoffeeClub being my favourites). And the Fediverse has toots from every instance your instance hasn’t blocked. This means Mastodon can’t be destroyed by a single white man who scores zero points on the diversity scale and doesn’t give a shit about marginalised people. I also like that there’s no advertising or algorithms, just humans interacting, as opposed to glaring ethical concerns.
Blue Sky
The issue with your single greatest social platform turning to shite is that the communities and contacts you’ve made there aren’t all migrating to the same place. They’re scattering to the winds. Spoutible and Post as well as Mastodon and Blue Sky and I don’t know where else. But writers in the DM groups I was in (DMs being about the only reliable space on Twitter to talk to people I knew at this stage) seemed keen on Blue Sky. Created by the man who created Twitter, also without algorithms or paid ads (yet) and most importantly, not controlled by Musk or Zukerburg or other bastards, as ethics would define them. (For more about Blue Sky, see my Blue Sky Newby Guide.)
The above is how I traded my largest social media account of 10,600 followers to 100 (and slowly counting) on Mastodon and 500 (also climbing) on Blue Sky. Not a decision you make to get publicity for yourself or your books. Not a smart financial decision, at this time. But why stay on a poisoned, sinking ship where decent people are leaving (or hiding in dms), when I could build a small community on platforms far better aligned with my values? Not to mention where people like me can interact publicly and safely, without constantly blocking those who hate us for not being cishet/ neurotypical/ able bodied or in other people’s cases: white?
Goodbye Facebook Page!
Before Musk blew up Twitter, Zukerberg was the bad name in social media. I cracked it at Facebook, (at the height of the Pandemic in 2020) when without warning they blocked Australian community groups (including emergency service warnings that literally save lives), without warning. (We passed some law, I think around journalism, that pissed Facebook off). So I closed the writer Facebook groups I’d made (I’d liked having publicly discoverable groups for writers) and moved them to Discord (all four are described here.)
Facebook rebranded as Meta, but I’d never liked the platform (I find it primitive now, especially the limited functionality and clunkiness of Facebook Groups compared to Discord) and I hated it for its lack of ethics. Yet all the indie author advice seems to recommend that if you want to minimise time wasted on social media and make more time to actually write books; at least have a Facebook Page. In fact, you can’t run ads on Facebook (or Instagram) without one. So de-activating yours is directly a financial and business decision.
But I deactivated mine. I hate the platform. It doesn’t have a great demographic for my books anyway (that demographic being educated, lefty/ liberal minded, teen to forty-ish or young at heart allies or queer folk -Mastodon/ Blue Sky seem most likely for them). I could still advertise on Amazon (yeah, that doesn’t appeal either -again, ethics, eggs, one basket- no thank you.) But having just a Facebook Profile (for over 50’s in my family and the few Gen Y people who actually post there) and inviting anyone wanting to follow me as an author also keeps my writing Facebook private from students. And technically I’m still on ‘the world’s biggest social media’. It’ll do.
Can You Be Ethical & Still Make Money Writing?
Now I’ve abandoned my biggest social media platform, deactivated my Facebook Page and not put my books in the easiest place for the biggest number of readers to find, read and review them, how do I make money as an author? (This question is revisited in Abandoning Amazon as Reader and Author.)
You may sell the occasional book directly via social media, but I’ve been watching this for over a year. It seems you either push hard with ‘buy my book posts’ that I feel must annoy people, or you sell to friends via conversations, small scale. Its seemed to me for quite some time (and yes, the authority on making money as an Indie Author, the Facebook Group 20BooksTo50K agrees), that you make money selling books by spending money, mostly on advertising, though in-person events like conferences can be great too.
There is one big advertising option I’ll consider ethically: Bookbub. Their features cost hundreds, but are well worth it. You have to apply and they’re hard to get. But like Facebook and Amazon, they also have ordinary paid ads, which I plan to start experimenting with. And their adds reach readers who purchase from many stores, in many countries, which I also like.
What About Community?
Having left the platform my online communities were on, I’m rebuilding, a little on prompt hashtags on Mastodon, a lot on Blue Sky and on my Writers and Authors Discord server. I’m making new friends, staying in touch with the few old ones still on platforms I use, and rebuilding my writerly, queer and disability communities.
Related Reading
Getting started on Blue Sky Guide
Writing Diverse Characters (coming Jan 2024)
Becoming an Indie Author (practical advice from ground zero)
Becoming an Indie Author part 2 (Book Launch)
