You already use email marketing to reach the people who want to hear from you. Your company is also already visible on multiple social media platforms – right? – so your fans can engage with you in whichever way they choose. The inevitable question then becomes how to best seamlessly integrate these two pillars of your online presence.

Getting each side to support and benefit from the other should always be a priority. Don’t make the mistake of letting your email marketing and social media activities take on separate lives and evolve without any connection between them.

You want to make it easy, tempting and worthwhile for your fans to cross over from one side to another, with traffic going both ways. The goal is to get both your email marketing and social media pulling in the same direction – toward converting fans into customers. Now that is what I call integration.