When social media first burst on the scene, many experts predicted the death of email.  They were wrong.  In fact, if anything, social media actually helped increase the use of email, as detailed in a study by Nielsen last year. Marketers steadily began integrating the two channels, as they complement each other perfectly.

According to a new report from AWeber provided to eMarketer, many small businesses have plans to increase the integration of social and email.  More than three-quarters consider integration of email and social at least somewhat important. A majority plan to allow users to sign up for e-mails directly from social media sites like Facebook. This tactic allows email marketers to grow their lists—cited as the top benefit of integrating social and email by one-third of respondents—by allowing consumers to use their channel of choice and sign up on their own terms.

All of the tactics mentioned in the report are valid, and sophisticated email marketers have been testing them in an effort to a) build their email lists and b) syndicate email content throughout social networks.  Both are worthy goals.  None of these tactics, however, will do a marketer any good, unless they: 1) have a sound strategy which is tightly aligned with their business objectives, and 2) are producing extraordinary content worthy of being shared.  ie: Slapping on a “share this button” is not a viable social media strategy.