In today’s highly connected world, effective marketing is no longer about broadcasting content and promotions. Talking at your customers doesn’t go down very well. Social media has changed the way businesses connect and communicate with their customers. Consumers want more than content. They want to get to know the people behind the brand. That means you must engage.

The tools for engaging your audience include both social media and email. It’s not a question of which channel is better. Your customers want and expect choices. Some prefer to connect on Facebook or Twitter, and others through e-mail. That’s actually a good thing, because email and social media go hand in hand.

Email marketing remains the best way to get your message heard, but Social Media is the best way to get your message to spread. Why not leverage both? You can expand the reach of your email campaign beyond the inbox by simply sharing a link to the campaign across your social channels. Additionally, adding the “Like” and “Tweet” buttons in the body of your email will make it easy for your subscribers to share your message with their friends. Another approach is to use a strong social call-to-action to draw your readers to Twitter or your Facebook page to continue the conversation.

It’s no longer enough to just broadcast a message. Now you must listen and respond to your audience. These are the key factors to effective engagement marketing, and both email and social media are the tools to make it possible.

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Check this video out to see the power of Social Media for yourself – Is Social Media a fad? Click here to find out.