The more the recipient wants the message you are sending, the better. As with all online communications, it is more important to send what they want to read/view/hear than to send what you want them to read/view/hear. This is by and large what being a good producer is in the offline world as well.
Typically a email list with a growing subscriber base only sends messages that make people want to subscribe and/or stay subscribers. It is the same with social network profiles. A social networking profile only communicates with its friends/connections/people-who-opted-in-and-gave-you-permission-to-communicate-with-them when the communication will make them want to remain your friend/connection or become your friend/connection.
I've heard people refer to doing an "email blast" to get the word out about something, or to try to connect with key bloggers or online influencers.
As Seth Godin said:
Don't bother engaging with customers unless you are prepared to invest enough to exceed expectations and delight them. It's better to do nothing at all.
In social networking, your friends/connections/anyone you communicate with are your customers.
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