So what should you use. Is it a choice?
There is an ever increasing use of social media, so is there a place for email? If you look at the way the younger generation communicate it is via social media platforms like Facebook. If there want to send a message they message through Facebook not send an email.
So does this have implication as far as how businesses should market in today’s world? Should they replace their email with social media?
In a recent study by comScore, they reported that email usage among teenagers 12-17 declined by 59% in 2010 and 18-25 there 18% fewer users. The cohort that email usage increased was 55+. The full study can be found here - Download report
If this is the trend we are seeing, what is the implication for how we should email in the future, especially for online retailers? Well depends on your viewpoint. If you feel that the younger generation will not change their habits and use social media as their main use of communication, then online retailers will have to adapt the way they communicate. However we know as we grow older our habits do change, so it is safe to assuming that email will not become redundant but actually enhance social media as it does today.
Email and Social Media: Some Observations
- When you send a tweet or update your social media profile, you send an email saying so. This gets to your target audience and drives them to your websites. ( maybe how you got this blog post!)
- The interaction on email is different to that on social media. On email it can be fairly transactional, whereas on social media, it is social, as the name suggests. Email is a broadcast tool, whereas social media should be used as interaction relationship building tool.
- An unsolicited email can be seen as invading ones space, however an unsolicited social media update, is anything but.
- Business, especially larger ones, are still not enhancing social media for its full use. They use email to broadcast, but don’t use social media to build relationships. However some do. Below you can see the different ways Starbucks and Costa are using social media
Now it doesn’t take a genius to work which of these two coffee brands understands social media and which one doesn’t!
Starbucks is engaging with their customers and as a result you see their following is nearly 1.5million. Costa on the otherhand does not engage and has less than 3000 following.
So in conclusion I would say that its not an either or scenario. Email can enhance your social media presence when used in the right way, and we’ve not even talked about blogging etc…
Love to hear your comments
Baiju




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