As marketers continue to evolve their social networking strategies, it is important to remember that e-mail remains one of the most cost-effective and, if executed properly, the most beneficial tools within their marketing tool boxes. Marketers can use e-mail to increase the effectiveness of their social channels and as a way to identify their most engaged and vocal customers and recipients. Combining the reach of e-mail with the power of social networking helps to achieve that marketing “sweet spot”—the right offer to the right individual at the right time.
In their book “Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives’’ they argue that our social networks actually comprise a “super-organism.’’ Our lives take shape not just via those we know, our friends and relations, but through their friends and relations, even if we never meet those people. ‘Connected’ offers a new way of thinking about social networks and the world - The Boston Globe
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