This document discusses crossing mediums, or taking conversations from one social platform to another, in order to provide effective social support. It recommends crossing mediums to use the right channel for conversations, assist clients most effectively, and engage subject matter experts. The document provides guidance on when to blog an answer, cross-post to other channels, or take a conversation offline. It emphasizes crossing mediums in a way that makes things easier for clients to get the best answers.

1. Crossing MediumsCrossing Mediums
in Social Supportin Social Support
Jason O’Donnell @acdntlpoetJason O’Donnell @acdntlpoet Image credit: Flickr user 10ch

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: http://www.flickr.com/photos/hojusaram/

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 longboxgraveyard.com

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: http://www.flickr.com/photos/zstasiuk/
Image credit: http://www.flickr.com/photos/mikecogh/

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. 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. 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. 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.
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Image credit: http://www.flickr.com/photos/epitti/

9. ResourcesResources
 Social Business Best Practices:
http://www.waywardcelt.com/socialbusiness/best-practices
 IBM’s Social Computing Guidelines: http://
www.ibm.com/blogs/zz/en/guidelines.html
 IBM’s Business Conduct Guidelines:
http://www.ibm.com/investor/governance/business-conduct-guidelines.wss
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