Email offers can help oil the wheels of social networking

As a marketer, are you getting sick of social media yet? Maybe not; but are you getting the true value from it? Or do you think it’s impossible to measure return on investment around this channel, and it’s just something you must be seen to be doing?

Whatever camp you fall into, perhaps it’s time to take a deep breath, step back from the whirlwind that is social networking and re-evaluate. Marketers are taught that every campaign must bring true return on investment. It’s a push/pull effect, but can you honestly say Twitter or Facebook is doing that for you as an organisation, especially if you don’t yet have the followers? Will it ever be able to?

One way that I think could work is actually working with your existing followers to develop more followers. Kind of like a friends and family campaign. After all, what motivates one person normally motivates their friends. Email can now be connected to social media, allowing users to forward messages to their friends with a single click. Combine this with relevant, targeted offers to your database, and you may just find that social media proves its worth after all.

Paul Bates
UK MD, StrongMail Systems

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here