4 Reasons Brands Shouldn’t Rely Solely on Social Media to Communicate
Remember, direct mail and email still beat the pants off social media when it comes to ROI. As much as I love social media, I strongly suggest brands and nonprofits continue to use direct mail; print, broadcast, and online advertising; print collateral (don’t neglect your signage!); and email marketing, along with good, old-fashioned PR to keep front and center with your target audiences. And don’t forget to update those websites and YouTube channels! All these work together, folks…
I wasn’t the only social media denizen who scratched their head and said “Really?” in response to the SEC’s ruling a few days ago that cleared the way for public companies to disclose material news via social networks. It turns out I was in good company, as many others looked in askance at the ruling too, including Fortune’s Dan Primack (“SEC’s new social media policy falls short.”)
Now, don’t get me wrong. Fundamentally, I support brands using social channels to communicate. I am completely and utterly convinced of the efficacy and utility of social networks as a means to communicate with key audiences.
But I also know from my experiences in managing several of PR Newswire’s social media presences for the last couple years that social networks are not perfect communications channels. For a variety of reasons, I’ll never rely solely upon them as key communications channels. Here’s why.
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