Today there was a great article in Clickz by Bryan Eisenberg called Social Media is not the Message that I couldn't agree with more. Bryan doesn't bash the importance of Social Media, rather he embraces it and says that it shouldn't take our focus away from making our overall communications better. Here's my favorite quote:"Every status update, tweet, and inbox message is nothing more than a communication between a sender and a reader. What you say and how you say it matters. Be relevant."
Leveraging Social Media as a part of your overall marketing communications strategy shouldn't come as a replacement to what you're doing through existing proven channels such as email - but more as a compliment. Here's a link to a presentation that I did at the Online Marketing Summit earlier this year in which we walked through several examples of how ExactTarget clients are embracing Social Media as a part of their overall one-to-one and email marketing strategy - not simply replacing what they are doing.
Relevance drives engagement, and engagement drives business...
To learn more about leveraging Social Media check out:
Webinar - Social Forward: Email Meets Social Networking
Whitepaper - Expanding the Reach of Email Through Social Networks
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