Secondary Channel

Description
This pattern occurs when a user of a certain social media communicate in an other social media. The intention of the communication is to develop strategies to profit in some way in the targeted social media.

Examples
A LinkedIn user wants to update her profile but is unsure how to categorize her job position. She turns to Facebook and makes a status change with a question, hoping that her friends may comment with appropriate suggestions.

A group of Facebook users are playing the game CityVille that is integrated with the social media. To optimize their work, they use Skype to chat with each other to exchange ideas how to play as efficient as possible. They might, for example, ask the others to send specific virtual gifts in the game instead of a randomly chosen virtual gift.

Pros and Cons
For the targeted social media, an advantage with this behavior is that the user may produce better quality content, without too many unnecessary updates which can be thought of as spamming.

The social media that is used for communicating, on the other hand, may get more quantity of content.

A user who wants to separate two different sides of herself (e.g. professional vs. private) may feel more comfortable discussing strategies and asking for advise in a more relaxed environment where her facade or reputation is not at risk.

Relations
Dynamics that might lead to this behavior are Maintaining A Facade, Maintaining A Reputation and Fear Of Failing.

Contributors
Created by Malin Mattsson.