3 Numbers That Matter to Your Platform

Macca / Flickr

Macca / Flickr

Nonfiction authors have probably heard the refrain, “Build your platform! Build your platform!” but may not know what a strong platform looks like.

Every platform is different (we are all unique individuals!), but here are 3 specific numbers that can come in handy when proving the size, strength, or impact of your online platform, especially in a book proposal.

1. How many people visit your site monthly?

Google Analytics

Google Analytics dashboard (there’s a whole world of data waiting underneath these surface figures!)

This is easy to determine if you have Google Analytics installed. Check your dashboard and look at how many people visit your site in a month’s time (the default view). See how that compares month-on-month, and year-on-year. Are you getting more visitors over time? What’s the percentage growth month-on-month or year-on-year? This is hopefully a positive indicator that lends strength to your platform.

Other Google metrics that can be important to your platform include:

  • What content is most popular on your site, especially if it’s highly ranked by Google’s search engines. E.g., “My blog posts on how to bathe your cat are the most highly ranked for anyone searching cat bath.” Or, “I receive more than 3,000 visits per month from people searching for cat bath.”
  • How long people stay on your site. The longer people stay, typically the more compelling your content is. This is also called “site stickiness.” Such visitors are more likely to respond to calls to action, buy things, click on ads, etc.
  • How people find your site. There is no “right” answer here, just insightful ones. For example, if you claim to have impact on Twitter or Facebook (see #3 below), that probably means a good portion of your site traffic should come from those sources. If you claim to be visible though search engines, your metrics should indicate meaningful search engine traffic. If your site is highly recommended by authorities in your community, you should be able to prove it by showing your referral traffic.

2. How many readers can you reach directly via e-mail?

Add the following numbers:

  • How many people subscribe to your site or blog via e-mail
  • How many people subscribe to your unique e-newsletter
  • How many people you would feel comfortable e-mailing personally about a book or product launch

This is the number of people you can reach directly via e-mail, and it’s a number that’s highly attractive to publishers. If you don’t currently have a way of capturing e-mail addresses, then consider starting an e-newsletter, or offering an e-mail based subscription to your blog.

3. What level of engagement do you have through your online channels? (Or: What is your ability to get people to ACT?)

One popular way to determine your engagement is to look at Klout statistics. (Klout measures social influence.) Once you’ve told Klout about all the services you use, it will start to tally how responsive people are. Here’s an example:

Klout 90-Day Activity

In this scenario, since I have roughly 145,000 followers on Twitter, and about 14,000 retweets/mentions, that reflects about 10% engagement. (Note: Don’t get hung up on the Klout score itself; instead, study how well you engage the following you do have.)

Other ways to gauge impact and responsiveness:

  • Part of a HootSuite analysis

    Part of a HootSuite analysis

    Use HootSuite to send your tweets. HootSuite provides you weekly analytics of how your tweets “performed” in terms of clicks, replies, RTs, etc. That way, even if you have a modest following of, say, 1,000 people, you might be able to say that you engage 30-50% of followers in a single day of tweeting. Having a ton of followers isn’t as impressive as actually having their attention.

  • Allow people to subscribe to your public updates on Facebook (via your personal profile). This is yet another number that helps indicate your visibility and impact through social networks. Of course, you may have a separate “business” profile page for Facebook; in that case, track how much engagement you have there. (If you have none, it’s time to correct that problem!) But for those who don’t have a business page, opening your profile up to subscribers is a great alternative. Click here for instructions on the Facebook subscribe function.
  • AddThis analytics

    AddThis analytics

    Track sharing statistics on your own site and through Google Analytics. I use the AddThis plug-in for my site, which publicly tallies the number of times an article is shared. This is very useful data to have on hand when making a platform statement about how well your content spreads. You can also use Google Analytics to help track how much of your traffic comes from social networks where you’re active.

Consider this just the tip of the iceberg when it comes to all the different metrics you can collect related to your online platform. If you don’t already have Google Analytics installed on your site, I recommend you start today!

 

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Jane Friedman (@JaneFriedman) has more than 15 years of experience in the book and magazine publishing industry, with expertise in digital media and the future of authorship. She speaks around the world at events such as BookExpo America, Frankfurt Book Fair, and Digital Book World, and has keynoted writing conferences such as The Muse & The Marketplace. She currently teaches digital media and publishing at the University of Virginia. Find out more.
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29 Comments

  1. Great information! While I have Google Analytics the information it puts out can be a little overwhelming. It’s nice to have a few key areas to focus my attention on. Thank you for sharing!

  2. Great stuff but I would absolutely rate Twitter followers and Twitter actions (retweet, reply, etc) over Klout scores.

  3. I find building a platform to be a series of hypotheses to be tested. Should I have a guest on my blog? Try it, and check the statistics the next day. I use Google Analytics, and will add your other recommendations. Thank you!

  4. Hi Jane. I was just about to tweet this piece when I had a query on your engagement stat. If your mother was solely responsible for all those RTs & mentions, you couldn’t claim to have 10% engagement, right? For that stat to be truly meaningful, it’d need use the number of tweets over 90 days, rather than the number of followers, right…?

    • It’s true that’s not a perfect percentage. However, you can also look at Klout’s calculation of your reach to see if it “trues up.” My Klout reach stands at 11,000. That’s based on actual activity by followers. It doesn’t mean that more people aren’t listening, but it’s tough to know if they aren’t acting on your tweets. So, 10% remains a fairly reasonable figure.

      • Big thanks for the very prompt reply, Jane. If Twitter is your primary method of reach, that sounds much more robust, ta. (Yes, I did read your previous comment, but not to worry!)

    • Thank you! I do recommend keeping the WordPress system, but moving to a self-hosted site, where you own your domain/URL. It’s not tough to do, though you may need to hire someone to help you make the move if you’re not technically inclined.

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