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Organizations are increasingly leveraging social media for communications and marketing. Social networks in particular can be leveraged by IT and Marketing leaders as a distribution channel to reach beyond traditional customer segments, transforming traditional customers and prospects into social distribution partners.

This research note includes:

  • A description of social media channels most commonly integrated with e-mail marketing.
  • Key business considerations for initiating social media marketing by extending e-mail marketing.
  • Recommendations for implementing e-mail marketing campaigns that are integrated with social media technologies.

Integrating existing e-mail marketing systems with social media channels, such as blogs and public social networks, can generate personal referrals that yield higher click-through rates than traditional forward-to-a-friend e-mail campaigns. IT may need to assist marketing personnel with manual integration of social media channels into e-mail message content.

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