When you apply for a job or try to attract the attention of someone important through the “front door” of an organisation, you are competing with many other voices drowning out your own. Instead, you should be looking for ways of getting heard using a “side door”, according to Ian Greenleigh in his book The Social Media Side Door: How to Bypass the Gatekeepers to Gain Greater Access and Influence.
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:
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.