In the past, authors just had to work on the craft of writing and let their publishers figure out the rest. Now, we live in an age where authors have the power to do much more than write; they also market, promote, tweet, Facebook — basically build an online platform for their work and fan base. But what are their best options to reaching an audience today? Should they go the self-publishing route and learn the art of self-promotion as well? Should they concentrate on online promotion and social media? Or should they stick with the traditional route of getting a literary agent and a book publisher to do the heavy lifting? Vote in our poll and share your thoughts in the comments below. And watch a fascinating discussion on the topic on this week’s Mediatwits podcast, with self-published authors Hugh Howey, Darcie Chan and Carla King. And check out our entire in-depth special on “Authors as Entrepreneurs.”