Guest article! Laura Packard of PowerThru Consulting is no stranger to these pages, and her latest is an update of her earlier (and popular) article on connecting social media and email. The piece below is also our third product of the 2012 CampaignTech Conference and originated on PowerThru Consulting’s site.
Social Media for List-Building, Version 2.0
[Thanks to everybody who came to my presentation at CampaignTech! This is an updated version of what I originally posted last year, now reflecting changes for Facebook's new Timeline.]
More than 66% of adults are connected to one or more social media platforms (via Mashable). Note that Facebook’s numbers for “active users” in the United States work out to be about 50% of the population. (via New York Times) But only 13% of online users internationally are on Twitter, and Google+ etc. are much less than this.
None of these stats guarantee that users check the sites every day, or even that they will see your content if you post it right before they log on. Facebook uses an algorithm to determine what content it shows users, called “EdgeRank” (more via TechCrunch). On average, Facebook says only 16% of your fans see your content (via Huffington Post). And with all social media websites, even ones that don’t filter, the flow of new content is so steady that your information may be quickly washed away. This is why it is critical to always be using social media to capture more email addresses – then you can control the flow of communication to your supporters, rather than a for-profit company with constantly changing rules.
So how do you go about getting email addresses from your social media fans?