Review by Stephen W. Hiemstra
My introduction this fall to social media evokes memories of my experience with survival camping as a Boy Scout. Survival camping tested your skill with the equipment, with problematic colleagues, and with hiking through rugged terrain. Social media likewise tests your knowledge of technologies, ability to communicate, and dealing with numerous uncertainties. In preparing for survival camping, I studied the Scout Fieldbook . In preparing in social media, Michael Hyatt’s Platform is a great help.
Hyatt is the former CEO of Thomas Nelson Publishers, celebrity author and speaker, and professional blogger. His professional focus is on leadership, productivity, social media, and publishing—all issues of personal interest. Hyatt came to my attention online when I observed him promoting John Maxwell’s Sometimes You Win; Sometimes You Learn among bloggers (New York: Center Street, 2013) ; at that point I knew that he was also a marketing professional. My curiosity about Hyatt led me to purchase Platform.
Hyatt’s basic thesis is that: “A good product does not stand on its own anymore. It is foundational, but it is not enough” (xvii). He defines a platform as: ”the thing you have to stand on to get heard” (xvi). A platform provides visibility, amplification, and connection (xviii). He writes: “This book is all about attracting [an] audience, turning on the brightest lights you can find, and building passionate loyalty so your audience stays with you through every line, every scene, every act” (xv).
Platform is divided into 5 parts: 1. start with wow, 2. prepare to launch, 3. build your home base, 4. Expand your reach, and 4. Engage your tribe. Before these parts is an introduction which declares that “All the world is a stage” (William Shakespeare; xv). After these parts are some helpful items: complying with FTC guidelines, post ideas for novelists, a list of online resources, notes, acknowledgments, a writer’s bio, an index, and contact information. Hyatt’s scope is comprehensive; his details are thoroughly researched.
In chapter 35 which focuses on generating more blog traffic, for example, Hyatt talks about how he was able to increase his traffic (measured by unique visitors) by 81.3 percent in a single month. After changing to a professional blog theme, he blogged more frequently; we wrote shorter sentences, paragraphs, and posts; he started optimizing his posts for search engines; and he became more engaged in comments (134). He then offers ten additional recommendations on increasing traffic, a focus most bloggers identify with.
What is interesting is that in chapter 36 he then argues that increasing traffic is the wrong focus. Focus instead, he says, on increasing the number of people who follow and promote your blog. Keep your best customers happy and they will keep you happy (137). Hyatt’s list of 7 strategies to grow your list of followers then makes it clear that he sweats the details. My favorite is suggestion 4: offer an incentive for subscribing. Hyatt’s incentive here is to offer a free copy of one of his e-books.
Hyatt’s Platform is a helpful book and a good read. Authors, speakers, and other professionals in the public eye will want to take a look because the rules for success in professional life are evolving so rapidly. While many professionals will not be stepping up to a national platform like Hyatt, his advice should scale well to the local platform where most of us live. In my case, I have already given my blog a makeover and have developed a long to do list based on his advice. I suspect you will too.
 Boy Scouts of America. 1967. Fieldbook for Boys and Men. New Brunswick.
 In the interest of full disclosure, I received a free copy of Maxwell’s book in exchange for an online mention. I read the book and found it worthy of a review (http://bit.ly/1ktRxPI).