Trailer: Why you should focus on building authority, not an audience, on LinkedIn; with Dina Cala...

So what we teach business owners to do is that they need to position themselves as an authority in their industry. That will be ideal because when you manage to position yourself as an authority in your industry, then you'll be able to easily generate inbound leads, which is a very good position to be in for every business. Audience building is relatively easy, so anybody can build an audience. If you're, for example, a good-looking woman and you post half naked pictures or, you know, your selfies, of course your content will have a lot of likes, right? A lot of engagement. What I'm trying to say is that you can build a following like that, quite a large following, but you won't build authority. So that's the difference between authority building and audience building.