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Crossing mediums in social support


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A high level discussion on crossing mediums: when to take conversations to different social channels, private channels, or support tickets.

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Crossing mediums in social support

  1. 1. Crossing MediumsCrossing Mediums in Social Supportin Social Support Jason O’Donnell @acdntlpoetJason O’Donnell @acdntlpoet Image credit: Flickr user 10ch 
  2. 2. ContentsContents  What IS crossing mediums?   Why cross mediums?  How to cross mediums?    When to blog an answer  When to cross-post to other  channels  When to take conversations offline  Resources Image credit:
  3. 3. What IS crossing mediums?What IS crossing mediums?  Crossing mediums refers to taking  conversations from one venue or tool to  another.   This can be as simple as highlighting a  blog post in a tweet, or it can mean  transitioning a few twitter @ replies into a  support ticket.   In Ghostbusters, they said  “Don’t cross the streams”… but later  went on to break that “rule”.   In social, it is okay to cross the  streams, and sometimes it is  the exact right thing to do.  However, we need to be smart  about why, how, and when we do.  Image credits: Columbia Pictures and 
  4. 4. Why cross mediums?Why cross mediums?  To use the right channel for the right conversations.  To assist in the best, most effective method possible.  To raise visibility to content on other channels.  To engage with other Subject Matter Experts (SMEs) in your networks; combined knowledge is effective and efficient. Remember, the purpose for Social Support:  To solve client problems faster.  To drive viral adoption by amplifying your support content and building trust in your expertise. Image credit: Image credit:
  5. 5. How to cross mediumsHow to cross mediums Build bridges:  First and foremost: cross mediums when doing so makes things easier for the client to get the best answer.  Directly acknowledge if you don’t have an answer, then point to the right place or bring in the right people to help answer questions.  Use Twitter @mentions, Facebook tags, or GooglePlus +mentions to connect your network of Subject Matter Experts (SMEs).  Reach out to other SMEs via Instant Messenger, email, or phone if need be.  Make sure your blogs and forums are RSS feed enabled and get yourself added to the appropriate aggregators.  Use links to open support tickets, contact info, forums, or other channels. Image credit: flickr user wallygrom
  6. 6. When to blog an answer?When to blog an answer?  When you need more room for explanation than the social channel intends (140 characters for twitter or a few paragraphs for a forum post).  If you have an example / solution and want to share with more than just the one follower asking for help.  To establish more credibility in the answer than a forum reply may provide (reply in the forum by pointing to your blog post).  When you have a solution without a question (for example, usage scenarios which may prove helpful to other clients).  When a technical document exists, but needs more context (always link back to the originating document).  To aid with improving the SEO (search engine optimization) of a technical document. SEO is improved with social sharing which includes blogging. Image credit: Flickr user photosteve101 Image credit: Flickr user Paul Veugen
  7. 7. When to cross post to other channels?When to cross post to other channels?  When you’ve blogged or answered a question and want to improve visibility… post to other forums, Google+, Twitter, LinkedIn, and/or Facebook.  Balance your cross-posting to be sensitive to your audience. Not all posts are appropriate for all channels.  Stagger cross-posts to touch audiences in different time zones.  When you’ve posted to a forum and want to highlight the thread for others to see and comment.  When you need to engage your network to help find a solution. Image credit: Flickr user cambodia4kidsorg
  8. 8. When to take a conversation offline?When to take a conversation offline?  When you need a more private or confidential conversation away from public eyes.  To enlist the help of an admin.  To discuss confidential or client identifying information.  To collaborate with a colleague on the right answer before providing it publicly.  To challenge a previously provided answer by a colleague if you disagree.  Use the channel features provided like direct messages on twitter or private messaging on forums, Instant Messaging, email, or phone. Image credit: Image credit:
  9. 9. ResourcesResources  Social Business Best Practices:  IBM’s Social Computing Guidelines: http://  IBM’s Business Conduct Guidelines: Image credit: Flickr User San José Library
  10. 10. Connect with JasonConnect with Jason  Choose your favourite channel at: AcdntlPoetAcdntlPoet..comcom