April 12, 2011

Marketing Research Chart: Using social media as a list growth tactic

SUMMARY: What social sharing buttons do organizations use in their email campaigns? We asked more than 1,000 organizations this question to find out what buttons they add to enable recipients to share the email content with their networks and followers. This week’s marketing research chart looks at their answers.
By Jeff Rice, Research Analyst

Organizations using limited number of social sharing buttons in email campaigns

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Companies of all sizes utilize the social media sharing buttons of the industry leaders, Facebook and Twitter, with these platforms also leading in usage of social sharing buttons. Twitter ranks number one for microblogs, Digg for social news, and Delicious for social bookmarking tools. As email marketers learn the unique advantages of each social media application, they will have the opportunity to better match their content with the appropriate social media bookmark.

In this stage of social media maturation, the most popular and widely adopted social media technologies are selected for social sharing across the board by the different channels.

The one exception is LinkedIn, as the site has carved its niche for business social networking. As social media technologies become more defined, look for more separation between B2B and B2C channels in the future.

For additional research data and insights about email marketing, download and read the free Executive Summary from the MarketingSherpa 2011 Email Marketing Benchmark Report.

Useful links related to this chart

Members Library -- Chart: Increasing Reach through Social Sharing

Members Library -- Using Social Sharing to Achieve Specific Email Goals: 5 Insights

Members Library -- Simple Redesign Doubles Social Sharing: 5 Insights

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