Linking Email to Social Media

Last updated on Jan 23, 2011

Posted on Jan 23, 2011


Previous to this post, we discussed how students can be some of your best recruiters due to the influence of social media. Today, we are going to discuss the connection between email and social media tools. The communication framework in CRM software applications is, perhaps, the most robust and powerful functionality. Email used for marketing to prospective and current students/customers has always been very effective; however, with any channel of communication, you must first have a good student/customer base to manage.

Now, enter into the email mix the concept of social media. The first thought that strikes the majority of us: it is one and the same since email communication too occurs over the web. The simple truth, though, is that email and social media are located at opposite ends of the spectrum. While email targets a set audience, social media brings together communities, or groups such as the followers of certain social media influencers if you go down the influencer marketing route, who are all bound to have similar interests, bound together by a social e-platform such as Facebook.

In order to bridge email and social media, there are applications that allow you to share some marketing campaigns (e.g. newsletters) on Facebook. This works by providing sign up links or icons on your Facebook pages for newsletters, magazines, or blogs. Once students/customers subscribe, you can market directly to that audience using the email application. Some achieve this by working with social media influencers to grow their email list. This is helpful when trying to find email addresses that will convert to your business website. Knowing that the audience your influencer has will be interested in your product or service will make your marketing campaign more effective. Accordingly, you can learn more about the potential business benefits of working alongside social media influencers by heading to

Overall though, these methods help to link your email and social media, which turns out to be a very powerful combination to build and manage relationships with your students and customers. CRM applications are now moving towards defining new ways to seamlessly integrate email and business text messages with social media tools, so we can continue building a strong customer base.

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