Social media breaks down many barriers…...social and cultural barriers, educational barriers and geographic barriers. Think about the average person’s friends on Facebook. They likely come from a variety of educational and ethnic backgrounds. They probably live in different areas of the state, country, maybe even the world. But a similarity is access…you have direct access to all of them.
The article ‘’Social Media’s ‘Side-Door’ Grants Unprecedented Access’’ (http://mashable.com/2013/10/03/social-media-side-door/) makes the point that, nowadays, if you want access to normally unreachable people, corporate decision makers, celebrities, or even demographic blocks of people, social media is the way to get to them. Social media, potentially, provides a unique communication channel without the traditional access constraints of other means of communication.
Want to send a letter to, and receive a response from, a high-profile business executive? How about interviewing them about a particular business strategy? Most methods of contact would be unidirectional, and unsuccessful.
Marissa Mayer, CEO of Yahoo! receives 12,000 resumes a week, and likely responds to few if any. However, when 11 Twitter followers promised to make Yahoo! their personal homepage if acknowledged by Mayer, she responded to all 11.1 While it may not get you a job, it demonstrates the power of social media….how else could you get a corporate CEO to acknowledge you?
The Business News Daily article points out that Twitter, Facebook, LinkedIn, and even personal blogs serve as gateways or side-doors, ‘leveling the playing field for accessing key players in every industry.’2
In 2010, Ian Greenleigh was looking for a job leveraging his social media skills; although he lacked a solid resume or great work experience. So he took out an ad on Facebook, targeting Austin, TX area marketing managers.
His ad was simple and to the point. It read ‘I’m looking for a job in new media. Can you help?’
Within three weeks and $200 he had a new job with Bazaarvoice. So what do he recommend?
Greenleigh says check the social media status of anyone you’re looking to reach. Do they have a Facebook or Twitter account? Can you reach them via LinkedIn or a blog? Greenleigh says these side-doors are the best means of reaching the unreachable…...and getting a response.
Digital doormen are another important aspect of the side-door Ian Greenleigh discusses. Traditionally, gatekeepers are anyone who regulate access to people…..executive assistants, publicists, agents. But often in the social media setting, the gatekeeper is gone, and, according to Greenleigh, only the digital doorman remains.
The digital doorman is an access point to your target, however, unlike their gatekeeper counterpart, they generally are not concerned about regulating access. ‘They just happen to have access to someone you’re trying to reach, and can put you on that person’s radar.’3 Digital doormen have the connection, but not necessarily the responsibility of regulating access. In other words, that friend of a friend who is friends with Overstock.com CEO Patrick Byrne on Facebook, might just be your ticket to contact.
So the next time you think a person or group is out of your reach, check their social networking status before you give up!
1 “Social Media’s ‘Side-door’ Grants Unprecedented Access”, Business News Daily, Oct. 3, 2013, Downloaded from: http://mashable.com/2013/10/03/social-media-side-door/
2 "Social Media’s ‘Side-door’ Grants Unprecedented Access”, Business News Daily, Oct. 3, 2013, Downloaded from: http://mashable.com/2013/10/03/social-media-side-door/
3 "Social Media’s ‘Side-door’ Grants Unprecedented Access”, Business News Daily, Oct. 3, 2013, Downloaded from: http://mashable.com/2013/10/03/social-media-side-door/
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