Arnaud Le Lann says it can be used to enhance social media campaigns.

Recently, I read an article published in a French magazine about social networks and the new Internet habits of individuals.

This article stated that, for the first time in 2010, French citizens now spend more time communicating on social networks than writing or reading emails. Of course, we all know that using Facebook or Twitter to receive news from friends, or give information, is much quicker, easier and more convenient than sending emails to selected contacts.

So, given this situation, what kind of strategies can direct marketers adopt, to replace traditional emailing campaign with social networking? For the moment, we see that it has proven to be quite difficult to be efficient on social networks and provide interesting content to contacts.

This is the key point: being interesting and giving interesting information to contacts – where emails were just providing pure marketing information (product, offer, pricing), social networks content must be made of something more.

So, some advertisers try to add special deals and tweet special offers every hour. Others will cumulate pieces of information, just to ‘be there and talk’. But social networks users will lose interest in both cases and after a couple of uninteresting communications, many will unsubscribe.

Multinational strategies

When it comes to multinational strategies, it is hardly possible to tweet in 20 or more different languages at a time and set up promotions in 20 countries at the same time . . .

So, this is where emailing will still be necessary and will possibly be used as a relay of social networks.

The key issue is reaching the same audience through both channels. Finding and using an email list is easy, but how can you convince all your contacts on this email list to be your friends on Facebook?

So, emails will still have to be used, but probably in a more selective way: when offers or products are tested first on social networks, it allows the marketer to monitor the consumers’ perception first and to adapt email communications to remarks, audience and local markets.

Basically, using social networks as a marketing lab for new ideas is the best option and this is where these networks have often proven their efficiency. Then, direct mail and email lists can be implemented and, with very precise targeting and personalisation, the interest of receivers is guaranteed.

Social networking is a new media and a fast growing one, that’s true, but it cannot be often used as the only communication channel. Integrating Facebook and Twitter in marketing strategies is now a requirement – but as a part of these strategies, with a good balance of other media and always with careful regard to local habits and perceptions.

Arnaud Le Lann is managing director of Euroleads, the French partner within the Lists4Europe network. Email: alelann@euroleads.fr