Social Media Privacy Concerns Force Direct Marketing Companies to Manually Harvest Data

Facebook's recent decision to deny access to user information eliminates automated integration of direct markers' customer lists with social URL addresses. Manually harvesting data is a major investment, but people who opt-in are more responsive.
Social Media 4 Direct Marketing
Social Media 4 Direct Marketing
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Social Media
Customer Relationship
Marketing Strategy
Integrated Marketing


Asheville - North Carolina - US

Jan. 19, 2011 - PRLog -- Creating an effective social media strategy requires the integration of traditional marketing. Prior to Facebook's recent decision to deny access to social data mining companies, direct marketers could simplify the process by purchasing social media URL addresses for their customers. Now, finding customers online requires capturing information at the point of sale or a time-consuming manual online search.

Requesting information from customers isn't as simple as it sounds. Since social media is relatively new as a marketing tool, input fields aren't available in current customer databases. This scenario isn't new to marketers who remember adding email addresses in the 1990's, but there is a twist. While most people have one email address, they use several social media platforms. This requires multiple data fields and extensive system modification.

Smart marketers aren't waiting for customer management technology to catch up with Web 2.0 opportunities. They are establishing interactive communities by issuing invitations and providing incentives for their customers to find them online. They are also finding that people who opt-in to their communities are more responsive and profitable.

Social media enhances direct marketing because it allows companies to establish the one-to-one relationships promised years ago. The best strategy is to create a presence on the two or three platforms customers are most likely to frequent, encourage active customers to participate, and consistently post updates. The content shared provides relationship and search benefits. When done well, it moves people towards making a purchase and increases traffic from natural search.

The best strategy is customized to match the company's unique corporate culture making it hard to duplicate. "Social Media 4 Direct Marketers" (SM4DM) by Debra Ellis helps marketers find the that strategy, It provides step-by-step information on how to establish a presence, measure results, and integrate social media with traditional marketing. It includes information on tools to improve efficiency and effectiveness along with examples of companies doing it well.

In addition to the information provided in the ebook, there is an exclusive LinkedIn group dedicated to answering questions and sharing information. "Social media is relatively new to most direct marketing companies. It is also changing faster than the speed of light. The SM4DM group provides a forum for our readers to request more information and receive updates", said Debra Ellis, Author and Founder of Wilson & Ellis Consulting. "We are constantly testing to see what works and want to share what we learn with the people using our guide so they can grow their business."

About "Social Media 4 Direct Marketers"

"Social Media 4 Direct Marketers" is an ebook written by Debra Ellis. It shows marketers how to create an integrated marketing strategy using social media platforms and traditional direct marketing channels. Membership to an exclusive LinkedIn group is included in the $49 purchase price. Learn more at

About Debra Ellis:

Debra Ellis is a speaker, consultant, and author of the integrated marketing guide, Social Media 4 Direct Marketers. She is the founder of Wilson & Ellis Consulting (, a boutique firm specializing in integrated marketing, customer care, and growth strategies. She can be reached via dellis(at)wilsonellisconsulting(dot)com or found on Twitter as @wilsonellis (

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About Wilson & Ellis Consulting:

Wilson & Ellis Consulting is a multichannel management consultancy specializing in integrated marketing, customer care, and growth strategies. In addition to strategic planning and consulting services, they offer hands on workshops and informational guides.
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Tags:Social Media, Direct Marketers, Customer Relationship, Data, Privacy, Marketing Strategy, Integrated Marketing
Industry:Marketing, Retail, Business
Location:Asheville - North Carolina - United States
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