22 Jan Has social media killed email for business?
Social media is still in its infancy and email is over 20 years old, so how has something only started challenging it?
After the popularity boomed in the 90’s, email became the main contact source for billions world wide. Offering businesses the chance of multiple new alleyways of clientele and partners. Email is one of the biggest parts of the modern internet but not necessarily as a form of contact with friends. Social media sites such as Facebook and Twitter offer ways of direct messaging with online friends instantly. As well as upgrading email altogether and taming the beast in its own image. Leaving email to be used predominantly for business and online purchases/receipts. Even emailing your company complaints has become stale after the 2012/2013 rise of business social media.
So why is it important for businesses to jump on the social media bandwagon and not leave their email address to get stale?
Now, don’t get us wrong, we use email everyday. However, when it comes to clients, social media is our weapon of choice. It’s a way to collectively engage with your audience without having the send out mass email marketing campaigns daily updating them with news and offers from your company.
The difficult thing about email is probably nuisance mail. If you have an email address somewhere in the universe, you’ll receive nuisance emails every now and then. Some people even receive numerous nuisance messages on a daily basis. Social media gives businesses the ability to subtly keep their customers in the loop and at the forefront of their mind without potentially suffering the consequences of email infringement. There’s always a threat of your email recipients taking legal action on yourself if they have valid reason. Yet social media sites like Facebook and Twitter don’t pose such threats (in a sense of post frequency).
So, what’re the benefits for the customers using social media platforms to communicate with businesses? Simply, faster responses, easier access to accounts and higher amounts of customer satisfaction and value. On average, customers will receive a response within 60 minutes on social media platforms. However, many emails go unanswered, getting lost in cyberspace. Leading to furthermore frustrated customers who perceive that the company is ignoring them. Emails pose a threat in a sense of forgery from hackers worldwide who can easily pose as a multitude of businesses.
The imbalance? Not everybody on the internet has a social media account. Although with the recent surge in the past few years many are continuously flocking to Twitter and Facebook in their masses. To do pretty much anything on the internet (besides a simply Google search), you’ll need an email address to register on a website. However, this is slowly changing.
A number of sites now ask for your Facebook or Google login. Facebook allow the user to sign in with their mobile number, yet an email address is still required for initial registration. Are we suggesting that email has had its day? Not at all. Businesses can no longer expect just email to be sufficient for the maintenance of business and customer relations. But in a sense of internal messaging and offering proposals to fellow businesses, email is still top dog.
Social media is only just beginning and in 3 years it has overtaken most as the main way of contact online, but what do you think? Should social media take emails crown as ‘King of Queries’?