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Posted: Sat Jan 18, 2025 9:25 am
Organizations now too often start from the reasoning: 'we have to be on Twitter and Facebook, because everyone is there.' The question an organization should ask itself is: 'we create great content and want to confront as many people as possible who are interested in it with it. Where are those people? Where is our audience? Which channels should we use for this? And to what extent can Facebook and Twitter help us with this?'
That's a very different approach than creating a Facebook page and Twitter account, pumping content into those channels and then hoping that those who are interested in your content will see it. Note the verb: hope.
The benefits of the newsletter
If you start from the above approach and want to reach as many interested people as possible with your content, you can't really ignore the old, trusted electronic newsletter. Some advantages of the newsletter compared to Facebook and Twitter:
There are no distractions in the newsletter . The surrounding content is your content. Compare this to Facebook and Twitter, where there are competing messages surrounding your message, begging for equal attention, and the conclusion is quickly drawn.
The data it provides is personalized. You have a very good picture of who clicked on which content. With Facebook and Twitter, you only know how much traffic comes from which social networks, not who clicked through.
Your content is there, always, in the inbox of the subscriber. On Twitter, it’s there for a moment, in the stream of your follower, but is your follower there at that moment? And on Facebook, it’s even worse. You don’t even know if ecuador mobile phone number list it will ever be seen by someone who liked you. Your fate is in the hands of Facebook and its algorithm that changes every so often, so you can’t know that either.
Proven by McKinsy
That newsletters are now also more effective than social media is now also confirmed by a new study by McKinsey that has just been published: Why marketers should keep sending you e-mails. And why should marketers keep sending e-mails according to McKinsey? Quite simple: because e-mail marketing appears to be 40 times more efficient than the combination of Twitter and Facebook. There may be some margin of error, the conclusion seems clear.
Hopeful future
Does this mean that everyone should swear off Facebook and Twitter for their communication? Certainly not. On the contrary. Facebook and Twitter can still achieve great results. But it is time for organizations and companies to realize that 'follow us on Facebook and Twitter' does not mean the same as 'stay informed about our organization.' 'Follow us on Twitter and Facebook' means 'we will occasionally release some of our content on social media, perhaps in a form adapted to the medium, and we hope that you will encounter us in your stream or that one of your friends or the person you follow will encounter us in his or her stream and will like, share or retweet our message so that our message still reaches you.'
Facebook and Twitter are simply channels where you have to 'hope' far too much. With a newsletter, you have the fate of your content in your own hands. And isn't it all about? Keeping your communication in your own hands? If companies and organizations realize all this, then there is still a bright future for the newsletter.
That's a very different approach than creating a Facebook page and Twitter account, pumping content into those channels and then hoping that those who are interested in your content will see it. Note the verb: hope.
The benefits of the newsletter
If you start from the above approach and want to reach as many interested people as possible with your content, you can't really ignore the old, trusted electronic newsletter. Some advantages of the newsletter compared to Facebook and Twitter:
There are no distractions in the newsletter . The surrounding content is your content. Compare this to Facebook and Twitter, where there are competing messages surrounding your message, begging for equal attention, and the conclusion is quickly drawn.
The data it provides is personalized. You have a very good picture of who clicked on which content. With Facebook and Twitter, you only know how much traffic comes from which social networks, not who clicked through.
Your content is there, always, in the inbox of the subscriber. On Twitter, it’s there for a moment, in the stream of your follower, but is your follower there at that moment? And on Facebook, it’s even worse. You don’t even know if ecuador mobile phone number list it will ever be seen by someone who liked you. Your fate is in the hands of Facebook and its algorithm that changes every so often, so you can’t know that either.
Proven by McKinsy
That newsletters are now also more effective than social media is now also confirmed by a new study by McKinsey that has just been published: Why marketers should keep sending you e-mails. And why should marketers keep sending e-mails according to McKinsey? Quite simple: because e-mail marketing appears to be 40 times more efficient than the combination of Twitter and Facebook. There may be some margin of error, the conclusion seems clear.
Hopeful future
Does this mean that everyone should swear off Facebook and Twitter for their communication? Certainly not. On the contrary. Facebook and Twitter can still achieve great results. But it is time for organizations and companies to realize that 'follow us on Facebook and Twitter' does not mean the same as 'stay informed about our organization.' 'Follow us on Twitter and Facebook' means 'we will occasionally release some of our content on social media, perhaps in a form adapted to the medium, and we hope that you will encounter us in your stream or that one of your friends or the person you follow will encounter us in his or her stream and will like, share or retweet our message so that our message still reaches you.'
Facebook and Twitter are simply channels where you have to 'hope' far too much. With a newsletter, you have the fate of your content in your own hands. And isn't it all about? Keeping your communication in your own hands? If companies and organizations realize all this, then there is still a bright future for the newsletter.