Recently I have noticed that a number of retailers are adding the function to post a message to social networks directly into their email communications… This is great, but the question is “How social is your message, really?”
- Make the relevant sections work with social media not the entire message. Personally I’m more likely to share one item then your entire email.
- Be where you ask people to share. If you link to Twitter – make sure you have an account there and someone that can monitor and is empowered to take action. (example: @ComcastCares)
- Have your customers join you and stay active. The Social Brand Index has an extensive list of Brands on twitter… Is your company listed?
Yeah I'd have to agree with you that the key behind social networks is being socially active int he network. Simply having a presence isn't enough and would probably do more harm than good. But really, this isn't anything new, this is about content and content should remain fresh. When content stales the dialogue ceases; our attention spans have become increasingly shorter and as such we're always looking for new and more interesting stimulus… refresh your content (social network & other) or face the consequences…
-L
Len,
Your exactly right – this is nothing new but the lessons learned from trial and error all these years in email are now failing with with the cross over.
I’d note that the Email to Social I’ve experienced all seems to be from the same vendor, one that has been pushing it rather hard lately… looks to be more of a broadcast to a social network vs. a make this a truly social message.
Matt