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August 02, 2010
Making Email Advertising Social
By Brian Solis
Email, we love to hate it, yet we hate to love it. For better or for worse, we are tethered to our inbox and continue to send messages and respond to those individuals and organizations to which we're tied or vested. Over the years, I've labeled email as the worlds largest untapped social network and even though many services attempted to socialize the inbox over the years, email, for the large part, remains regressive.

For the time being, brands and organizations continue to rely on email to connect and stay connected with various stakeholder communities. While message open rates and conversion ratios remain abysmal, email is nonetheless, effective en masse. Social networks represent something promising to any organization dependent on communications. Each network represents an "always on" series of engagement opportunities that are each inherently opt in whether they're in the front or back channel.

- Wall posts
- Direct messages
- Invitations
- Gifts
- Public @ messages

Businesses are now attempting to migrate or extend their communities to social networks including Facebook and Twitter. The ability to do so offers organizations the ability to not only build communities in more modern, real-time and interactive domains, social networks offer a new way to connect personally and contextually. Engaging in social networks present two immediate benefits:

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