Michael Hyatt, former CEO and current Chairman of Thomas Nelson Publishers, writes one of the top 800 blogs in the world and has more than 100,000 followers on Twitter – a large platform by any standard. Platform is marketed as teaching readers how to build their platforms in today’s crowded marketplace in order to extend their influence and make money, whether selling a product or a service. The book is described as a step-by-step guide for using social media to build a platform.
In reading the book, my goal was to find new ways for legal marketers to assist attorneys with business development through social media and to learn insights that could apply directly to attorneys who might read the book. The book is divided into two sections, and most of the first section reads more as an inspiration piece for entrepreneurs, with little relevance to legal marketing. The second half of the book starts out reading as a self-help book for productivity, with the author describing how he fits brainstorming time into his busy schedule. He talks about the importance of spending uninterrupted time writing and suggests a specific computer program to use to keep you from checking email during this time. For a certain audience this might be helpful, but for legal marketers and attorneys looking to enhance their use of social media, it was off-topic.
When the book finally starts addressing social media, it is worthwhile. The author offers a variety of useful suggestions for maximizing one’s presence on social media. The book includes many lists, such as how to develop better blogs through “eye-popping” packaging, writing a better “About” page, guest blogging, and giving older blog posts new life using Google analytics. His tips for using Twitter - “consider every update as a branding impression….so make sure you are adding something to the conversation” - are helpful for both a lawyer who is embarking on his first tweet and as a best practices reminder for seasoned tweeters.
The author’s tips and insights related to specific social media tools are practical and proven to be effective. While much of the book can be glossed over by legal marketers who are looking to advise attorneys, the lists and information towards the end of the book could serve as useful reference material.
Review by: Aileen Hinsch, Knapp Marketing for the March/April 2013 Issue of the Capital Ideas Newsletter.