Today’s Marketing VOX newsletter has a very interesting article on the use of Social Media and how it relates to purchasers. Here’s a link to the article but in summary, the article states that social networking is dissolving the effectiveness of email Marketing.
According to JupiterResearch, “more than one-fifth (22 percent) of email users said they use social networking sites instead of email, with higher numbers indicating they have used instant messaging (IM), text messaging, and cell phones instead of email.”
But I run the customer reference program why would / should I care about Social Media? It comes down to word of mouth. Consumers aren’t spending as much time “listening” to email blasts from companies as they are on social networking sites and listening to their peers. This means that as a reference professional, you need to be aware of what your customers are saying about you / your company on these sites. Word of mouth is incredibly powerful (good and bad) so make sure you know who’s saying what about you!