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Rule #3: Be The Gatekeeper

by Kevin Micalizzi on May 03, 2010

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Rule #3 from Kev’s Rules for Community/Online engagement - Be The Gatekeeper

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Kev’s Rules for Community. Rule #3: Be The Gatekeeper
(Original presented live, Sept 2009, at Social Media Breakfast NH www.smbnh.org)
This is part three of a three part talk.
Don’t ever be a roadblock. “The buck does not stop here.” You should never be the end of the line, especially if you have an entire company behind you.

Photo courtesy:
http://www.flickr.com/photos/tracylee/165431518/
If you’re the end of the line, you’re adding to the roadblocks already out there. There are roadblocks in every aspect of life. It’s difficult to get things done. There’s always a hurdle to get through to get to the next step to get someone to help you.

Photo courtesy:
http://www.flickr.com/photos/iboy_daniel/83671284/
Sometimes the directions are confusing. They make make sense to us, but they’re not going to make sense to everyone.

Photo courtesy:
http://www.flickr.com/photos/rjcox/3457264416/
There’s always so much information available to us. We need to help people sift through it and get to what’s relevant. People are going to turn to the technology they’re most comfortable with, the environment that’s the best place for me to be.
Give customers a clear path. We now where they need to be, who they need to work with, and how to get there. Use that knowledge to give them a clear path.

Photo courtesy:
http://www.flickr.com/photos/thetardigrade/232674844/
Just being there isn’t enough. Having your twitter handle or your blog doesn’t end it, that’s just the beginning.

Photo courtesy:
http://www.flickr.com/photos/amuderick/186619672/
It’s up to you to keep the gates open. Make sure communication is happening.

Photo courtesy:
http://www.flickr.com/photos/jaytkendall/3004162167/
Communication has to go both ways. You are not there to just broadcast your message out. We don’t call it broadcast media. It’s “social media” because it’s about the conversation.

Photo courtesy:
http://www.flickr.com/photos/freefoto/2195201178/
You have the opportunity to get feedback people used to have to pay for expensive focus groups to get. Take advantage of that!
Lead them to where they need to be. If you’ve already got a support team, don’t become a new support team--get them to the right place. Be the funnel. Be the gatekeeper. And learn from them.

Photo courtesy:
http://www.flickr.com/photos/jamesjordan/682821891/
Kevin Micalizzi is an expert communicator with over 15 years web experience, concentrating on social media and web strategy.
Twitter: @kevinmic
http://kevinmic.com

Special thanks to Matt Turner (http://twitter.com/onmatt) for his help finding great examples.

Rule #3: Be The Gatekeeper Presentation Transcript

Rule #3: Be The Gatekeeper Kev’s Rules for Community
Don’t ever be a road block... Courtesy: http://www.ﬂickr.com/photos/tracylee/165431518/
Don’t ever be a road block... “The buck does not stop here.” Courtesy: http://www.ﬂickr.com/photos/tracylee/165431518/
If you’re the “end of the line”... Courtesy: www.ﬂickr.com/photos/iboy_daniel/83671284/
If you’re the “end of the line”... You’re adding to the roadblocks already out there. Courtesy: www.ﬂickr.com/photos/iboy_daniel/83671284/
Sometimes the directions are confusing. Courtesy: http://www.ﬂickr.com/photos/rjcox/3457264416/
There’s always so much information available to us...
There’s always so much information available to us... People are going to get help where they feel most comfortable.
Give customers a clear path. Courtesy: http://www.ﬂickr.com/photos/thetardigrade/232674844/
Just being there isn’t enough. Courtesy: http://www.ﬂickr.com/photos/amuderick/186619672/
Keep the gates open. Courtesy: http://www.ﬂickr.com/photos/jaytkendall/3004162167/
Keep the gates open. Communicate. Courtesy: http://www.ﬂickr.com/photos/jaytkendall/3004162167/
Communication has to go both ways. Courtesy: http://www.ﬂickr.com/photos/freefoto/2195201178/
You now have access to feedback... “When I started this job I embarked on a listening tour thatʼs taken me to a dozen cities across the country where Iʼve met with customers and employees...” -Rick Germano, Comcast http://blog.comcast.com/2009/03/customer-service-at-comcast.html ...that used to require expensive focus groups.
Lead them to where they need to be. Courtesy: http://www.ﬂickr.com/photos/jamesjordan/682821891/
Lead them to where they need to be. And learn from what they say. Courtesy: http://www.ﬂickr.com/photos/jamesjordan/682821891/
Kevin Micalizzi Social Media and Web Strategy http://kevinmic.com Special thanks to Matt Turner (@onmatt) for ﬁnding examples

Rule #3: Be The Gatekeeper

by Kevin Micalizzi on May 03, 2010

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Rule #3: Be The Gatekeeper Presentation Transcript