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- Share, don't tell. Adding your social media links to the footer of your email is not sufficient to leveraging social media. Give links in your emails to allow leads to share the content of your emails.
- It's all about content. The right content sent to the right “mover and shaker” in the social sphere will amplify the touch of your content. Identify the loudest social media users in your space. Get them to opt in to your communications to leverage their long reach if they choose to share your content.
- Identify social watering holes for your industry. Are there industry specific groups that are very active on LinkedIn? Are there serial tweeters on Twitter? Find these watering holes and link content from your email to them. Syndicate your content there to reach the right audience.
- Realize that social is a channel. Treat social media as a channel to syndicate your content. For each campaign you launch, have a specific strategy to leverage the content of your campaign in social media. Majda Anwar is a revenue engineer for revenue marketing agency Pedowitz Group. She can be reached at firstname.lastname@example.org.