Integrating Email and Social Marketing: Do's and Don'ts

Author:

Simms Jenkins

Source:

My last column examined how savvy email marketers are integrating social media into their online marketing strategies - and that includes knowing their audience and determining the importance of each channel.
 
In this column, let's look at four other points to consider when integrating the two channels:
 
Don't Be the Cut-and-Paste Social Marketer
 
As an agency CEO who sees great financial opportunities on both the client and agency side for social media, there are very few things that get me annoyed as the cut-and-paste social marketer. This occurs when "gurus" have convinced their company or client that they have mastered social marketing because they update all social media in one click. Under this scenario, if you are a fan or a follower of a company on Facebook and Twitter and other platforms, you get the exact same message.
 
This approach often spills over to email, though the e-mail messages are lengthier. Each medium, in my opinion, is unique and deserves a specialized approach. Conversations, including tone and personality, should vary depending on each channel. Facebook, for our clients, is a more casual and fun conversation platform, while email is a bit more buttoned up. Generally, the audiences reflect and drive that notion. And the same is true when providing...