Now, you’re feeling pretty squeamish because you don’t know the name of the person who manages the corporate website much less where they are located in the office. Well, my friend, you are going to have to go on a treasure hunt to find the web geek. (Hint: Geeks tend to avoid sunlight, human interaction and people wearing neckties.)

Once you find your soon-to-be new best friend, ask them what process is undertaken to get new information up on the website and how you can help get things posted in a timely manner. Keep in mind that timeliness is the currency social media runs on so make sure you understand what the geek needs and how to help. Also, don’t be shocked if the conversation includes phrases like “social sharing” and “inbound referral links.” He/she is just trying to share his/her enthusiasm. Play nice and the power of the web will be yours forever.

Also, depending on your creativity/access to creative resources, video can be a very effective long form communication channel. As a rule, video is much more compelling than images or text. Next time you have a major announcement to make, consider making a video and linking to it on Twitter.

Special Interest

With the very basic channels covered, here are some other options you might want to explore. Remember to tailor your message and communication style to the channel. Also, no cross-posting please, we’re professionals.

Facebook: The granddaddy of social media. Great for B2C (business to customer) and employee communication. Engagement can be a tough fight.

Google+: Still gaining mass appeal. Can be a lightning rod for your SEO. Seriously consider this platform.

LinkedIn: Your profile here says more about your professional work than your paper resume. Treat it with care. LinkedIn Answers can be a great knowledge exchange.

Pinterest: If Facebook is the granddaddy, Pinterest is the blushing ingénue. Great B2C communication possibilities, limited B2B (business to business) success. Can be done. Prepare to sweat.

Quora: My personal preference for a knowledge exchange network. Expert driven and not a lot of flakiness. If you have a keen passion and want to push deeper, check this network out.

YouTube: YouTube is the second largest search engine on the web and their embed code works. Always.

Social Media Masterclass is a collaborative initiative developed by Reed Construction Data and EllisDon. Christine Zakrajsek is EllisDon’s social media manager. Social Media Masterclass appears every Monday in the Daily Commercial News and the Journal of Commerce. Please send any emails to editor@dailycommercialnews.com or editor@journalofcommerce.com

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