It’s all anyone in publishing wants to talk about! Writers are feeling this top down pressure to check all the boxes publishers and agents are looking for. Including platform. But we’re talking about platform for a reason. (Need a platform primer? Try Jane Friedman’s here.)
Let’s be clear: non fiction authors understand that platform is non-negotiable; it’s a must. However, fiction authors don’t require one–but we won’t be sad if you have one. Now that we’re all on the same page. Let’s breakdown the secrets to platform that you probably haven’t discovered how to leverage. Ready?
The secret to a meaningful platform is engagement. It doesn’t matter how many tweets you send or pins you post. If there is no engagement on the other side you’re wasting your time speaking into a black hole. You don’t always need to go searching for more, more, more. Try focusing on the small fans you’ve cultivated this far and work with them. What does your current audience require to be more connected to you? Be authentic, be honest, learn from online greats like comedians, authors, and journalists. See how they’re doing it. Guess what? They’re out of their shells and interacting with people, tweets and memes. Platform is not self promotion, it’s engagement.
The secret to building a platform is following other people. It goes against our desire to be “cool” when we follow other people hoping to get followed back, but guess what: it works. Following other people is a signal to the world that you exist. You’re not a satellite circling alone, you’re a compass pointing visitors to your brand. A vacant platform can be a sign of fear: are you afraid to follow other people because you’re afraid you won’t be any further ahead? It’s also a sign of disinterest: are you too “busy” for your brand? Then a publisher isn’t going to make time for you. Many of today’s success stories revolve around authors who have understood what their fans expect and want from them. Never before have you had a water cooler at your fingertips. A missing platform is a sign that you don’t understand technology and that scares us: how can we expect you to market your book if you don’t have time for social media? So to build that platform you have to tell the world that you are here and you have something to say.
The secret to platform isn’t just primary social media sites. Everyone thinks Twitter and Facebook are the only platforms that matters. Guess what (depending on what you do) there are many platforms for you to leverage: YouTube, Instagram, Vine, Pinterest, blogging, journalism, podcasts, or online TV. Where can you show your voice, expand your brand, and engage with like-minded people best for your message? That’s where you need to be. There is no right or wrong way to develop platform, but the success comes from the most authentic way to share your voice. What do YOU want to say? And how or where can you say it best?
The secret to platform is numbers. Do you know yours: Followers? Impressions? Shares? Sales? Subscribers? As soon as you learn to quantify your platform you know how to transition to leveraging your engagement. How many people clicked on your links? How many people signed up for your e-newsletter? How many people do you speak in front of per year? Numbers means audience. Audience means sales. Sales is what business is all about–even publishing.
Experiment: take a week and follow a few hundred new people (and engage with them!) and then report back to me how many new followers it got you. Deal?