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DM Confidential | Sept. 21, 2012 | Featuring Steve Goldner, Sr. Director of Social Media
… While this is sure to get B2B marketers excited, they should exercise caution and tact. “Certainly, a business email address is more valuable, but it really comes down to how each marketer will use the email address,” says Steve Goldner, senior director of social media marketing at MediaWhiz and Ryan Partnership. “There needs to be a trust factor built into how the business communicates with its customers and collects their data.”
Collecting email addresses via social channels is OK only if marketers are looking for genuine engagement with their audience, according to Goldner. “I would hope that marketers are smart enough to focus on delivering valuable information to reinforce their brand rather than providing direct product or service information,” he says. (more…)