Don’t believe every Twitter, blog post, comment or instant message you
hear. Email is still an effective means of communication—in both an
online social community, and in the marketing of the same. Although the
percentages of web users who embrace the latest social media tools is
rising, the majority of people are very comfortable with sending and
receiving emails.
And yes. If you really do have something interesting to say, individuals will respond positively to an email communication.
For example, let’s say you just joined an exciting new social
networking community. You’ve taken the time to register because it’s a
community linked to an association that can benefit your professional
goals and provide knowledge you can use. But you have a close colleague
in a far away geographical location. You want her to join the
association’s social networking community, too. After all, she may not
even be aware that this destination exists. 
What’s the easiest, fastest, surest way to reach your friend?
That’s right. Type a quick message about the community in an email, provide a link, and your communication is complete.
You won’t have to intrude on her work day with an instant message. You
won’t have to wait for her public response on Facebook or Twitter. She
can answer at her convenience, when her schedule and time permits.
Plus, your message is private and secure, delivered directly to your
colleague’s mailbox.
In the context of a socially-infused online community, email is the
primary vehicle for inviting non-members to visit the url, then
register and join the social networking fun. ThePort Network routinely
integrates an “Invite” tab into a community’s main navigation bar. It’s
an example of how email supplements social media interactivity.
Email Is Universal and Personal
On the web, email is universal. To use it effectively, you needn’t
belong to a specific group or have an account with a particular
service. Conversely, you don’t have to know to which groups,
communities or organizations your correspondent belongs. Since email
functions independently from all Internet destinations, without
community barriers, you just have to know your recipient’s address,
then fire away.
In regard to RSS feeds, they obviously do compete with email, and
subscribing to hand-picked feeds is very convenient. But RSS
subscriptions can’t rival one-on-one, personal communication. It’s just
not the same thing. So, even though early adopters of social media may
be tiring of what they describe as old-fashioned communicating,
millions more are happy with it and rely on it. Just ask today’s
marketing specialists. They are certainly not shutting down their email
lists as part of a savvy new strategy.
The truth is, RSS is an excellent inbound marketing tool, at least when
people want to find you. But in the case of marketing, people turn to
email when they need to get the work out immediately about an important
offer or special event.
The Last Word on Email
Rather than dying, it is more likely that email will continue to
have its place in a growing arsenal of web tools. Chances are excellent
that email will co-exist as a useful supplement to newly created,
dynamic and entertaining social networking solutions.
In addition, in its role as a communication tool for online
communities, email will enable community organizers to provide their
users with instant updates, further empowering the community to grow
beyond its traditional walls.
Please comment and share your thoughts if you have an opinion about the
value of email in today’s ever-changing social media landscape.
