As Batman Needed Robin, Social Media Needs E-Mail -- Or Is It The Other Way Around?

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History is littered with partnerships that transformed their genre. Would Fred Astaire have made such an impact upon the world of dance without Ginger? Would Apple be where it is without the camaraderie of Steve Jobs and Steve Wozniak? And would Jack Bauer in "24" have been able to pull of what he did sans Chloe O'Brian?

E-mail is a major driver of social media activity; in fact it is the major driver. According to Forrester's 2010 E-mail Marketing Survey, marketers' No. 1 reason for integrating e-mail with social media is to drive recipients to marketers' Facebook, Twitter and social media sites. This is not surprising when one appreciates that 82% of consumers connect with fewer than 10 brands in the social media space. In fact, 71% of business executives claim they use e-mail to promote their social media presence.

While Carrie's and Samantha's great "one-liners" in "Sex and the City" hit the big time, Liz Tuccillo, the mastermind behind many of them, remains in relative obscurity; and while a great social media program may make the headlines, more often than not, behind it lies the powerhouse of e-mail (often a marketer's best kept secret). Needless to say, Sarah Jessica Parker has been wildly successful; however, Tuccillo has done pretty well herself, with a film -- "He's Just Not That Into You" -- and a book -- "How to be Single" -- under her belt. 

Before we get out our hankies and sob in sympathy for the hardworking, less celebrated e-mail campaign, we need to appreciate that the relationship works both ways. For instance, 53% of consumer respondents in e-Dialog's "Global Perspectives" survey saw e-mail as being the primary driver of their social marketing activity. And roughly half of these respondents were also willing to act as brand advocates and to share e-mail marketing messages via social media, fueling a major boost to the exposure of the e-mail message. If e-mail provides the vital shot of information to the inbox, then social media is the flow that spreads the message wider.

So the trick is to understand this dynamic and master it. Here's how:

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3 comments on "As Batman Needed Robin, Social Media Needs E-Mail -- Or Is It The Other Way Around?".

1. Rita Allenrallen@freshaddress.com from FreshAddress, Inc.
   

   commented on: August 10, 2010 at 11:53 a.m.

   Fun comparatives. It doesn't need to be one or the other as they reside in the same family - like the Ringling Brothers, each has their specific strength and supports the greater mission.

2. George Dedes from None
   

   commented on: August 10, 2010 at 5:22 p.m.

   Excellent posting, Anna! You said, "Thirdly, and most important, always, always include social media links in your e-mails." I see the social media links on the blog site, but did you have social media links in the email introducing this posting?? If so, I must have missed it. ;-)

3. Denise Parks from none
   

   commented on: July 21, 2012 at 3:02 p.m.
   Fred Estaire was the Penquin the first Penquin that was in once, I think once, and then had the other guy come in and take his place, I think that's how it goes. Fred Estaire did the Penquin in real life, and didn't want to get caught, or it was someone wearing a Fred Estaire disquise. I am trying to put it all together. Videos show him interested in illusions, and that's what he used to do his evil deeds. Someone said that Penquins have 5 romantic people at one time, and also Penquins the first Penquins really did not wear a tux. Who is the Penquin, really?

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