SOCIAL MEDIA SECRET SAUCEBack channel engagement for online organizers, networkers, connectors & influencers By Sarah Granger, PublicEdge @sarahgranger
WHY USE BACK CHANNELS?• Share ideas, resources, information• Crowd source in a closed environment• Collaborate• Make new connections• Promote work – articles, projects, press releases, speaking engagements, etc.
WHERE TO START• Social media practitioner groups (FB, LinkedIn, G+)• Blogger networks, lists (E-mail, FB)• Organizer lists, groups (E-mail, FB)• Shared documents (Yahoo Groups, DropBox, PBWiki)• Online chat tools (G+ Hangouts, Skype, Jabber)• Instant messaging (AIM, YIM, MSN, Skype)• Online conference call tools (Freeconference.com)
BEST PRACTICES• Personal touch: private e-mail, Twitter direct messages, FB messaging, text messages• Regular participation in groups, lists• Genuine engagement• Sharing of resources, ideas• Favor swapping• Be a helper, giving and asssisting• Don’t ask for too much too often
BUILDING TRUST• Authenticity• Sharing• Personal, personable• Interesting• Moderation (vs. minimal or excessive engagement)
INFLUENCE EXPANSION• High quality content spread across networks• Well written post gets shared, highlighted• Reputation develops over time• Can be subtle – traffic ≠ influence
RAPID RESPONSE• Negative Incident – minor criticism, defamatory comment, public argument, bad review• Positive Incident – major announcement, big publication, special timely event• Response in order to direct (vs. control) public reaction online• Engage trusted networks• Ask with authenticity, brevity & suggested remarks• Provide example text (for Twitter, blog, etc.)• THANK for assistance
QUESTIONS?Contact Sarah Granger@sarahgranger on Twittersarah (at) sarahgranger (dot) com