Consider an established social network or blog. These activities need a “push” element to keep followers or members updated. While RSS is still evolving, nine times out of 10 e-mail is the preferred messaging choice. People regularly receive messages from LinkedIn, Facebook or other social networking contacts about new business opportunities, promotions, industry trends or personal notes.
Perhaps most important is the use of e-mail to send social media (video, blogs, podcasts, etc.). Some of the most effective business case studies are being generated with social media embedded in e-mails.
Currently, no other form of communication is better tailored to fit our social lives on social networks than e-mail. As human behaviors continue a trend toward the online social environment, e-mail will be the main form of messaging fostering that change.
Aaron Kahlow is managing partner of consulting firm Business Online (http://www.businessol.com/).