- Paperback: 256 pages
- Publisher: McGraw-Hill Education; 1 edition (October 1, 2013)
- Language: English
- ISBN-10: 0071816739
- ISBN-13: 978-0071816731
- Product Dimensions: 6.3 x 0.6 x 8.9 inches
- Shipping Weight: 4 ounces (View shipping rates and policies)
- Average Customer Review: 15 customer reviews
- Amazon Best Sellers Rank: #1,051,230 in Books (See Top 100 in Books)
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The Social Media Side Door: How to Bypass the Gatekeepers to Gain Greater Access and Influence 1st Edition
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About the Author
Ian Greenleigh is a social media and content strategist. He helps companies turn data, ideas, and relationships into true thought leadership. His words and ideas have been featured in Harvard Business Review, Ad Age, Adweek, Digiday, Ragan, Seth Godin's The Domino Project, and elsewhere. He writes and speaks on a wide range of topics, including changing consumer-brand relationships, the convergence of personal identities, and the radically shifting landscapes of access and influence. Follow him at @be3d.
Top customer reviews
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We are amused (and at times pleased) when an individual or group of individuals uses social media to get the attention of a corporation when attempts through normal channels failed. But we often fail to realize that those same channels - side doors - are available to us, not only to solve a problem but to advance our agenda. Ian Greenleigh, the author of The Social Media Side Door, has written an extensive guide that everyone can use to access these "hidden in plain sight" side doors to help us achieve our goals.
I think we have all been frustrated by gatekeepers that blocked our access to people in positions of power. But, as Mr. Greenleigh points out, the rise of social media has totally disrupted the normal power structure. There has been a big shift in the balance of power. The world is becoming more democratic. Because of the power of social media and the ability of individuals to connect and share information, the gatekeepers are losing much of their influence. Our opinions and attitudes are no longer controlled by large institutions. "They (consumers) began to trust the opinions of total strangers more than the words of advertisers."
We are in the midst of rapid changes in the way we share information, the connections we make, the way goods or sold - even the way decisions are made about what goods will be produced. And all because of the influence of social media. But you do not need to be a passive consumer (or lurker) on social media sites. You can become an active participant - finding and using the side door. This book covers a wide range of topics under the umbrella of social media, explaining in detail how you can use social media to help you achieve your goals.
The book is filled with very interesting stories. One I found very interesting was the Tindle Group, a newspaper chain run by Sir Ray Tindle. While most newspapers are folding or downsizing, the Tindle Group is expanding. It is because Sir Tindle understands the power of the ego. "Not Sir Ray's. The readers'." There are countless other interesting stories that will give you some great insights into what it takes to be relevant and successful in our rapidly changing world.
"The key is being proactive and not expecting people to come to you. If you want to become a known quantity, you have to get in front of people." In the past is was far too expensive to get in front of a large number of people. The Internet and numerous social media sites such as Facebook, LinkedIn, and Twitter have provided some very interesting side doors that the average person can use to get in front of their targeted audience. Most people will not take the time and effort. But for those willing to learn about the side doors that are "hiding in plain sight", the opportunities are endless.
I was provided a review copy of this book.
How does it work? Sometimes you can get lucky with a single message sent on a social media channel to the person you want to connect with, but a more consistently successful path to success involves building a platform for yourself, including:
• Creating content which is useful to your target audience
• Making your content shareable
• Building a network of influence that leads back to your blog
• Adopting an engagement strategy which makes you an indispensable resource
• Using your social media presence and skills to find your way onto a larger platform
• Finding “digital doormen” who can give you access to key people and organisations
• Tastefully appealing to the ego of people with whom you want to connect
While much of what the author has to say is described in other books on social media, the unique focus of this book is on the use of creative techniques to connect with people who would not be open to your approach through normal channels. The book gives numerous helpful examples, although finding the right side door for each situation will still require ingenuity in selecting the right social media tools and method of approach.
Most recent customer reviews
I picked up #tsmsd off the shelf in the book store and was immediately hooked...Read more