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4 Reasons the Social Business Evolution Starts Now

Is today the day we start thinking about social media as part of an integrated program?

My friends at ExactTarget announced a moment ago that they have acquired CoTweet, the leader in enterprise Twitter management, and will be building a social products lab to add tie-ins for Facebook, YouTube, and other elements of the social communication ecosystem.

All members of the CoTweet team, including uber-sharp CEO Jesse Engle will stay on board, and the CoTweet name will continue.

This is the first salvo in what I anticipate will be a flurry of moves to bring together email and social media into a coherent whole. As I wrote just a couple weeks ago, email and social media are more alike than different, and the major corporations that comprise much of the customer bases of ExactTarget and CoTweet are embracing that concept.

social business 4 Reasons the Social Business Evolution Starts NowReally, what is social media from the brand perspective but email 2.0? A way to remain top-of-mind with your customers, in a way that’s (hopefully) relevant and engaging. Not the ready, fire, aim email that’s the bane of your inbox, but smart, contextual email that sends the right message to the right person at the right time.

That’s been ExactTarget’s territory for a long time, and extending that concept of message-centric, platform-agnostic to social media is a natural fit. And the fact that Forrester Research projects social media spend in the U.S. to be larger than email by 2012 doesn’t hurt, either.

4 Milestones to Social Business

There are numerous granular issues to consider, and it will be fascinating to watch ExactTarget and CoTweet work out the operational details (I might even get to help a little, as ExactTarget is a client), but I see 4 primary hurdles that have prevented the full synergy of social and email to-date. This move will start to eliminate all of these obstacles:

1. Personnel Integration
In many (most?) mid-sized and large companies today, the email group and the social media group are not the same, and communicate infrequently. Having a single platform (the combined ExactTarget/CoTweet) will enable those groups to work together, creating operational efficiencies.

2. Database Integration
While CoTweet has made the most progress toward solving it, the big flaw with customer service and consumer interaction via Twitter (and Facebook to a lesser degree) is a lack of knowledge about the person on the other end of the keyboard. If someone asks a question or complains to @yourbusiness on Twitter, you can possibly provide some immediate triage and basic assistance, but because you don’t know who the person really is, what their account history is, etc. it’s difficult to get into much detail.

And then, if you do solve someone’s problem via Twitter, how do you capture that data? Print out your tweet stream and put it in a file folder?

I suspect ExactTarget’s database capabilities (quite robust due to heavy email customization needs of customers like Microsoft and Home Depot) will be tied to CoTweet and other platforms quickly, enabling companies to use ExactTarget (or its tightly integrated partners, Salesforce or Microsoft CRM) as the customer database of record, with a variety of API-driven messaging options riding on top.

This will provide companies with an holistic view of their customer relationships and each customer’s communication modality preferences. You can look at Jay Baer and determine that he’s a follower of your Twitter account, and has commented on your blog 3 times. But, he’s not a fan of your Facebook page, nor is he a subscriber to your email newsletter. And, you’ll be able to send relevant messages to him accordingly.

3. Messaging Integration
This type of unified understanding of who is connected to your company via what social outposts will usher in a new era of messaging strategy, where companies develop content ladders that dictate how a particular piece of content is modified and syndicated across Twitter, Facebook, Linkedin, blogs, brand communities, email, and elsewhere.

This will be a major time saver for brands, as today there is too much reinventing the wheel on the content side, with different people creating disparate messages in each platform. It will also enable companies to move faster, and with more messaging consistency in the event of a social media-fueled crisis.

4. Metrics Integration
Due to its online nature, social media is inherently measurable. Today, however, creating truly meaningful success metrics often requires a custom statistical hodge-podge that tries to tie together data points from across the social spectrum. Try to figure out what your Facebook fan page’s impact is on your number of Twitter followers, for example.

The social media community is starving for a viable way to track customer behavior throughout all social outposts (as evidenced by the massive number of retweets for this post I mentioned recently about a new way to tie Google Analytics to your Facebook fan page).

With ExactTarget and CoTweet working together (not to mention ExactTarget’s built-in ties to Omniture and WebTrends), can the holy grail – an integrated, customer behavior-based, social media metrics dashboard be far behind?

Both Social, and Media

There will probably be social media purists out there wringing their hands raw about this, as a big email company that has <gasp> never exhibited at South by Southwest bought one of the (rightful) darlings of social media. Sure, ExactTarget is a company that’s about messaging – the media side of the social media equation.

But, speaking from firsthand experience, they’re a smart crew that’s not about to turn CoTweet into some sort of spam bot. They bought CoTweet as a first step, not a last step, and as I understand it, are throwing a huge development effort behind it to create major advances in the social/email integration area that go well beyond today’s announcement.

Fundamentally, we’re entering the era of social business, where we have to start treating social media with a level of oversight and accountability. We can’t continue just tweeting randomly and hoping to make “viral videos.” The big companies understand now that all of this needs to be about dollars at some point, and we’ll all be making the social media to social business leap soon enough.

This is a major step in that evolution.

(A good post on this news from my friend Kyle Lacy)

  • http://www.genius.com/ Scott Mersy

    Hi Jay,
    I agree this is a big step in the Social Evolution within B2B. The area of “metrics integration” is especially interesting. At Genius.com, we understood relatively early (we announced our gURLs to track traditional and Social Media in July 2009) that while most B2B marketers are engaging in Social Media, very few are actually measuring it.

    At the recent Online Marketing Summit (OMS) conference in San Diego, the stat we heard is 90% using, only 16% measuring, and that’s largely limited to things like Twitter reach (retweets, followers), Facebook Fans, etc. What we’ve done is treat Social Media like other campaigns that can be individually tracked from number of clicks on a specific activity, to the website, through a lead form to show lead generation (where applicable), and all the way through to the pipeline (using our marketing automation tools).

    It’s indeed exciting to see a major B2B player like Exact Target make this move as well because ultimately B2B marketers everywhere benefit as B2B marketing vendors start developing or integrating more social capabilities.

  • http://asimplerway.com/ Evo Terra

    That seems to be the angle Google has taken with Buzz. Yes, it's a stretch, since it's not about customer service. But Buzz DOES (heh, that rhymes) seem to overcome the hurdles you've set forth. Save the metrics piece, and since they also own a metrics company…

    Application to business? Probably none. But maybe a model to watch.

  • http://twitter.com/cubanalaf/status/9880105883 Lauren Fernandez

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/cubanalaf/status/9880105883 Lauren Fernandez

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/cubanalaf/status/9880105883 Lauren Fernandez

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/cubanalaf/status/9880105883 Lauren Fernandez

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/jkrohrs/status/9880110972 Jeffrey K. Rohrs

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/jkrohrs/status/9880110972 Jeffrey K. Rohrs

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/jkrohrs/status/9880110972 Jeffrey K. Rohrs

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/haroldhenn/status/9880118092 Harold Henn

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/instcomandcoll Israel Lorenzana

    Who is setting or leading the pack on channels integration to a CRM centric app? It is Mobile on the radar?

  • http://twitter.com/caitlinmc/status/9880210712 caitlinmc

    RT @jaybaer Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/caitlinmc/status/9880210712 caitlinmc

    RT @jaybaer Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/caitlinmc/status/9880210712 caitlinmc

    RT @jaybaer Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/cnmoody/status/9880220339 Chris Moody

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M [CM: Wow]

  • http://twitter.com/cnmoody/status/9880220339 Chris Moody

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M [CM: Wow]

  • http://twitter.com/cnmoody/status/9880220339 Chris Moody

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M [CM: Wow]

  • http://twitter.com/chiefmfg_erika/status/9880261198 Erika Reynolds

    @ExactTarget bought @cotweet "Why the social business evolution starts today" http://bit.ly/9vlr4M RT @jaybaer

  • http://twitter.com/chiefmfg_erika/status/9880261198 Erika Reynolds

    @ExactTarget bought @cotweet "Why the social business evolution starts today" http://bit.ly/9vlr4M RT @jaybaer

  • http://twitter.com/chiefmfg_erika/status/9880261198 Erika Reynolds

    @ExactTarget bought @cotweet "Why the social business evolution starts today" http://bit.ly/9vlr4M RT @jaybaer

  • http://twitter.com/estrellabella10/status/9880293613 Nikki Stephan

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/estrellabella10/status/9880293613 Nikki Stephan

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/estrellabella10/status/9880293613 Nikki Stephan

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/evo_terra/status/9880347619 Evo Terra

    RT @jaybear: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS

  • topsy_top20k

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/adrielhampton/status/9880356540 Adriel Hampton

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/infosara/status/9880410863 Sara Chi

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/spencerkollas/status/9880422566 Spencer Kollas

    4 Reasons the Social Business Evolution Starts Now – http://bit.ly/c4LxTS (via @jaybaer) #socialmedia

  • David

    Great article. Sounds like the merger is a winner. Going to check it out

  • http://twitter.com/remybergsma/status/9880430734 Remy Bergsma

    RT @jaybaer Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/cuferg/status/9880590561 Christy U Ferguson

    via @cubanalaf: RT @jaybaer: @ExactTarget bought @cotweet "Why the social business evolution starts today" http://bit.ly/9vlr4M

  • http://twitter.com/sietsema/status/9880596622 sietsema

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/ebartz/status/9880653760 ebartz

    Its on: RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/rorycarlyle/status/9880663328 rorycarlyle

    RT @SpencerKollas: 4 Reasons the Social Business Evolution Starts Now – http://bit.ly/c4LxTS (via @jaybaer) #socialmedia #smm

  • http://twitter.com/exacttarget/status/9880667425 ExactTarget

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/kworkmanflood/status/9880840308 Kelly Workman-Flood

    Jay Baer Blog: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/b6pCcS Full http://bit.ly/d6Oj6G

  • http://twitter.com/scottdorsey/status/9880851844 Scott Dorsey

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/hlbenfield/status/9880864877 Heather Benfield

    RT @jaybaer: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS

  • http://twitter.com/gotwalt/status/9880895911 Aaron Gotwalt

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/tallydigitalbiz/status/9880910916 Michael Winn

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" http://bit.ly/9vlr4M

  • http://twitter.com/indie_preneur/status/9881000664 Jeff Doan

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/berpelding/status/9881013260 Brad

    4 Reasons the Social Business Evolution Starts Now – Is today the day we start thinking about social media as part … http://ow.ly/16Hr8d

  • http://twitter.com/aschuerrle/status/9881181115 Andreas Schuerrle

    CORRECTION: 4 reasons the #social business evolution starts now http://bit.ly/9ejI5S #smm #media #marketing #socialmedia

  • http://twitter.com/pdx_jburchell/status/9881303102 Jim Burchell

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/davidhibbs/status/9881687656 David Hibbs

    He nailed it. @jaybaer is spot on, and with ExactTarget's acquisition of CoTweet the time is now – http://bit.ly/cpaNUD

  • http://twitter.com/dawndevirgilio/status/9881846112 Dawn DeVirgilio

    Blog posts on today's @ExactTarget @CoTweet news from @jaybaer http://cot.ag/aOOre1 & @kyleplacy http://cot.ag/9Yom11

  • http://twitter.com/howlingzoe/status/9882135106 howlingzoe

    I suggest -> 3 Reasons the Social Business Evolution Starts Now | Email Marketing Advice | Social Media Consulting… http://bit.ly/aoMJPU

  • http://twitter.com/chrisbook/status/9882943330 Chris Book

    RT: @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/patrickboegel/status/9883191916 Patrick Boegel

    Interesting News – 4 Reasons the Social Business Evolution Starts Now http://bit.ly/aHPtlX

  • http://OnlineMarketingMashup.com Zack

    Seems like there are a lot of platforms out there that “tip the iceberg” as far as social media measurement. I think that with what you referenced in your post will start popping-up all over. Companies dipped their toes into social media last year and this year they want to ensure that this is time well $pent. Looking forward to the new technology that is in our near future because I like most everyone else has a “hodgepodge” form of measurement.

  • http://twitter.com/askmarsh/status/9883527647 Marsh Robert Group

    The Digital and Social Media Revolution is beginning from @jaybaer http://bit.ly/9XS0SI Social Media = Email 2.0. Is your biz ready?

  • http://twitter.com/socialmedia411/status/9883728247 Social Media Nuggets

    CoTweet Acquired By Exact Target – 4 Reasons the Social Business Evolution Starts Now (JayBaer): http://bit.ly/9b74sh

  • http://www.karyncooks.wordpress.com FlairMedia

    Learning to share on the Social Web was the next step in an education we all started in email sharing. I always preach the use of smart, selective, contextual email for clients and friends. It's still the shortest distance between two points! These two tools aren't twins – they're more like siblings Long live email!

  • http://twitter.com/blogmanana/status/9883956073 Blog Manana

    New @jaybaer 4 Reasons the Social Business Evolution Starts Now http://bit.ly/dp5eMB

  • http://twitter.com/kelvin8048/status/9883956518 kelvin lee

    4 Reasons the Social Business Evolution Starts Now http://bit.ly/dp5eMB

  • http://twitter.com/f2facebook/status/9883958343 Face to Facebook

    RT @jaybaer 4 Reasons the Social Business Evolution Starts Now http://bit.ly/bMzrus #SMM

  • http://twitter.com/tinhangliu/status/9883962274 Tin Hang Liu

    RT @jaybaer 4 Reasons the Social Business Evolution Starts Now http://bit.ly/bMzrus #SMM

  • http://twitter.com/azsocialmedia/status/9883965827 Arizona Social Media

    C&C Blog Post – 4 Reasons the Social Business Evolution Starts Now http://bit.ly/dammoc RT Please

  • http://twitter.com/stefanomizzella/status/9884116189 stefanomizzella

    CoTweet Acquired By Exact Target – 4 Reasons the Social Business Evolution Starts Now (JayBaer): http://bit.ly/9b74sh /via @SocialMedia411

  • http://twitter.com/charlotte_bp/status/9884246796 CharlotteBP

    RT @SocialMedia411 4 Reasons the Social Business Evolution Starts Now http://ow.ly/1djVZ

  • http://twitter.com/instcomandcoll/status/9884472648 Israel Lorenzana

    4 Reasons the Social Business Evolution Starts Now – http://bit.ly/c4LxTS (via @jaybaer)

  • http://twitter.com/ran96a/status/9884569541 rangga rahimsono

    RT @SocialMedia411: CoTweet Acquired By Exact Target – 4 Reasons the Social Business Evolution Starts Now (JayBaer): http://bit.ly/9b74sh

  • http://twitter.com/kandacehudspeth/status/9884569879 KandaceHudspeth

    CoTweet Acquired By Exact Target – 4 Reasons the Social Business Evolution Starts Now (JayBaer): http://bit.ly/9b74sh via @SocialMedia411

  • http://twitter.com/b_donnelly/status/9884629561 Brian Donnelly

    RT @jaybaer: Wow! @ExactTarget bought @cotweet "Why the social business evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/cargillcreative/status/9884921053 Bob Cargill

    Wow! Another excellent post by @jaybaer… "4 Reasons the Social Business Evolution Starts Now" http://bit.ly/bAWWeW

  • http://twitter.com/helengaitanakis/status/9884977473 helen gaitanakis

    Great read!!! 3 Reasons the Social Business Evolution Starts Now, Social Media Consulting – Convince http://shar.es/mXOzc

  • http://twitter.com/janfirsching/status/9885124059 Jan Firsching

    RT @TopsyRT: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS #fb #socialmedia

  • http://twitter.com/webosphere/status/9885261506 Webosphere

    RT @SocialMedia411: CoTweet Acquired By Exact Target – 4 Reasons the Social Business Evolution Starts Now (JayBaer): http://bit.ly/9b74sh

  • http://twitter.com/pprothe/status/9885406126 Patrick Prothe

    RT @abarcelos: YES!"today=day we start thinking about SM = part of integ. prog.?" by @jaybaer http://bit.ly/9DoCEt (cc: @bethharte) #IMCChat

  • http://twitter.com/idgotomarket/status/9885654881 Alain GotoMarket

    RT @cargillcreative: Wow! Another excellent post by @jaybaer… "4 Reasons the Social Business Evolution Starts Now" http://bit.ly/bAWWeW

  • http://twitter.com/rachlaroche/status/9885972521 Rach LaRoche

    3 Reasons the Social Business Evolution Starts Now: http://bit.ly/cpaNUD

  • http://twitter.com/varming/status/9886109637 varming

    4 Reasons the Social Business Evolution Starts Now http://bit.ly/9g0jgP

  • http://twitter.com/bloomgfootprint/status/9886272709 Katie Fox

    4 Reasons the Social Business Evolution Starts Now http://bit.ly/cqnZ3S (via @jaybaer)

  • http://twitter.com/lequan/status/9886349641 Le Quan Truong

    RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/davidswinney/status/9886370142 David Swinney

    RT @jaybaer: ExactTarget Buys CoTweet – The Social Business Evolution Starts Today: http://om.ly/fphF // Social Media and e-mail together.

  • http://twitter.com/shelbyo/status/9886376790 Michelle Olson

    Get on the bus, people! RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/avinio/status/9886394215 Avi Joseph

    ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF Via @jaybaer

  • http://twitter.com/edeckers/status/9886428868 Erik Deckers

    RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/nick_wassenberg/status/9886442932 Nick Wassenberg

    RT @jaybaer ExactTarget Buys CoTweet; Social Business Evolution Starts Today http://om.ly/fphF (plus 4 implications – good stuff)

  • http://twitter.com/yannr/status/9886454053 Yann Ropars

    wao… RT @Avinio: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF Via @jaybaer

  • http://twitter.com/chronotope/status/9886495097 Aram Zucker-Scharff

    RT @Avinio: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF Via @jaybaer

  • http://twitter.com/meggiehd/status/9886543083 Meghann Dials

    RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/mukman/status/9886613040 MukMan

    RT @TopsyRT: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS

  • http://twitter.com/shailesh/status/9886622803 shailesh

    RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/gurnage/status/9886640357 Jenni Hilton

    RT @jaybaer: ExactTarget Buys CoTweet – The Social Business Evolution Starts Today: http://om.ly/fphF // Social Media and e-mail together.

  • http://twitter.com/sherroddine/status/9886662440 Sherrod Dine

    RT @Avinio: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF Via @jaybaer

  • http://twitter.com/buzzuka/status/9886676609 Buzzuka

    ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF (via @jaybaer)

  • http://twitter.com/bethharte/status/9886737990 Beth Harte

    RT @abarcelos: YES! "today=day we start thinking about SM = part of integ. prog.?" by @jaybaer http://bit.ly/9DoCEt #IMCChat

  • http://twitter.com/digital_chuck/status/9886833993 Charles Lehosit

    RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/sjhalestorm/status/9886875337 Scott Hale

    "4 Reasons the Social Business Evolution Starts Now" by @jaybaer http://bit.ly/aHPtlX – Interesting/Insightful focus on Integration.

  • http://twitter.com/danwalk/status/9887057638 DanWalk

    RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/briantomey/status/9887090154 Brian Tomey

    ExactTarget/CoTweet – So what's it mean for business? Great observations by Jay Baer – http://bit.ly/c4jdQI (via @jaybaer) @exacttarget

  • http://twitter.com/carriejs/status/9887154339 Carrie Shields

    RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/scottlindberg/status/9887644068 Scott Lindberg

    RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/multicara/status/9887924088 Cara

    RT @rachlaroche: 3 Reasons the Social Business Evolution Starts Now: http://bit.ly/cpaNUD

  • http://twitter.com/turnhere/status/9888139000 TurnHere

    4 Reasons the Social Business Evolution Starts Now by @jaybaer http://bit.ly/9MfA47

  • http://twitter.com/kellyecrane/status/9889184435 Kellye Crane

    If @jaybaer's predictions come true, the ExactTarget/CoTweet deal is very exciting indeed http://bit.ly/c4LxTS

  • http://twitter.com/tedspalding/status/9889205250 Ted Spalding

    4 Reasons the Social Business Evolution Starts Now http://is.gd/9y8PT

  • http://chuckreynolds.us Chuck Reynolds

    yeah heard about this this morning – basically cotweet is going to cost money now lol

  • http://twitter.com/arvindraman/status/9889681694 Arvind Raman

    Reading: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS

  • http://twitter.com/robert_rose/status/9889837165 Robert Rose

    RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/hweytens/status/9890122972 Hervé Weytens

    4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS #socialmedia #business

  • http://twitter.com/lukes_tweets/status/9890268174 Luke Glasner

    Interesting Post by @jaybaer – 4 Reasons the Social Business Evolution Starts Now – http://idek.net/17Yj

  • babyblue173

    your page title says there were only 3 reasons. can i have my time back for reading the fourth?

  • http://twitter.com/almquist/status/9891314624 Nathan Almquist

    Reasons the Social Business Evolution Starts Now http://ow.ly/1doYF (via @jaybaer)

  • http://www.convinceandconvert.com jaybaer

    I like to underpromise and over deliver!

  • http://twitter.com/billmix/status/9892185641 Bill Miksich

    RT @caitlinmc @jaybaer Wow! @ExactTarget bought @cotweet "Why social biz evolution starts today" (my analysis) http://bit.ly/9vlr4M

  • http://twitter.com/greggvm/status/9892906671 Gregg Morris

    RT @jaybaer: http://om.ly/fqeM Are You Ready for the Convergence of Email and Social Media? (it starts today) [was a very good post!]

  • http://twitter.com/jbcopeland/status/9892986485 Josh Copeland

    RT @jaybaer: http://om.ly/fqeM Are You Ready for the Convergence of Email and Social Media? /ExactTarget bought CoTweet. Interesting.

  • http://twitter.com/sharonmarkovsky/status/9893129670 Sharon Markovsky

    RT @jaybaer: http://om.ly/fqeM Are You Ready for the Convergence of Email and Social Media? (it starts today)

  • http://twitter.com/gingeranderson/status/9893131101 gingeranderson

    RT @jaybaer http://om.ly/fqeM Are You Ready for the Convergence of Email and Social Media? (it starts today)

  • http://twitter.com/lynneshort/status/9893405595 Lynne Short

    Check out – Jay Baer – 4 reasons the social business evolution starts now – http://bit.ly/clFZA5

  • http://twitter.com/msmouther/status/9893441081 McKenzie

    RT @arvindraman Reading: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS

  • http://twitter.com/ireckon/status/9893536804 Darryl King

    4 reasons the Social Business Evolution starts now http://bit.ly/cEhcuh

  • http://twitter.com/joltsocialmedia/status/9893581141 Jolt Social Media

    4 Reasons the Social Business Evolution Starts Now http://bit.ly/c5Y9C4 #socialmedia

  • http://twitter.com/jerrykfreeman/status/9893683632 Jerry Freeman

    http://om.ly/fqeM Are You Ready for the Convergence of #Email and Social Media? (it starts today) RT @jaybaer #socialmedia

  • http://twitter.com/jerrykfreeman/status/9893683632 Jerry Freeman

    http://om.ly/fqeM Are You Ready for the Convergence of #Email and Social Media? (it starts today) RT @jaybaer #socialmedia

  • http://twitter.com/mktgcloud/status/9893684254 Marketing Cloud

    http://om.ly/fqeM Are You Ready for the Convergence of #Email and Social Media? (it starts today) RT @jaybaer #socialmedia

  • http://twitter.com/mktgcloud/status/9893684254 Marketing Cloud

    http://om.ly/fqeM Are You Ready for the Convergence of #Email and Social Media? (it starts today) RT @jaybaer #socialmedia

  • http://twitter.com/chasers/status/9893792773 Chase Granberry

    RT @jaybaer: http://om.ly/fqeM Are You Ready for the Convergence of Email and Social Media? (it starts today)

  • http://twitter.com/chasers/status/9893792773 Chase Granberry

    RT @jaybaer: http://om.ly/fqeM Are You Ready for the Convergence of Email and Social Media? (it starts today)

  • http://twitter.com/monicazylinski/status/9893882139 Monica M. Zylinski

    RT @joltsocialmedia: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c5Y9C4 #socialmedia

  • http://twitter.com/topsy_100/status/9893916509 Top ★ 100

    3 Reasons the Social Business Evolution Starts Now | Email Marketing Advice | Social Media Consulting – Convince &… http://bit.ly/ccPhMt

  • http://twitter.com/mollycgaines/status/9894188044 Molly Carter Gaines

    RT @jaybaer: http://om.ly/fqeM Are You Ready for the Convergence of Email and Social Media? (it starts today)

  • http://twitter.com/mister_black/status/9894552146 Matt

    RT @ireckon The Social Business Evolution starts now || oversight/accountability= cred=better business case http://bit.ly/cEhcuh

  • http://twitter.com/beyondnines/status/9894809486 Beyond Nines

    "4 Reasons the Social Business Evolution Starts Now" via @jaybaer http://ow.ly/1dr5q

  • http://twitter.com/tincansllc/status/9894870573 TinCans

    4 Reasons the Social Business Evolution Starts Now – http://ow.ly/1do5b

  • http://twitter.com/inkling_media/status/9895090362 Ken Mueller

    RT @TinCansLLC: 4 Reasons the Social Business Evolution Starts Now – http://ow.ly/1do5b

  • http://twitter.com/socialsentiment/status/9896722376 SocialMediaSentiment

    "3 Reasons the Social Business Evolution Starts Now | Email …" http://bit.ly/d6RIrS

  • http://twitter.com/peterlang/status/9897012415 Peter Lang

    4 Reasons the Social Business Evolution Starts Now http://om.ly/frFY

  • http://twitter.com/craigmjamieson/status/9897622731 Craig M. Jamieson

    RT @jaybaer 3 Reasons the Social Business Evolution Starts Now – Social Media Consulting – Convince & Convert http://bit.ly/b0ZsR9

  • http://twitter.com/thedigitaldoctr/status/9898231061 Bryan Foster

    4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS #socialmedia

  • http://twitter.com/geauxdigital/status/9898260441 B Foster

    RT @TheDigitalDoctr: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS #socialmedia

  • http://twitter.com/stevesonn/status/9903527925 Steve Sonn

    RT @BethHarte: RT @abarcelos: YES! "today=day we start thinking about SM = part of integ. prog.?" by @jaybaer http://bit.ly/9DoCEt #IMCChat

  • http://www.masstransmit.com/ Adam Q. Holden-Bache

    Jay- great analysis. We're starting to see how ESP's will need to evolve into communication distributors over multiple channels- not just email. Social is obviously going to be a huge part moving forward, and I believe mobile will as well. The potential for all this is mind-boggling, and looking at where we are now we can easily see how much room this industry has to grow. It'll be interesting to watch how Exact Target and other companies in this space evolve.

  • http://twitter.com/multicara/status/9906150496 Cara

    4 Reasons the Social Business Evolution Starts Now – http://bit.ly/d4CsCI

  • http://twitter.com/johnhaydon/status/9910445427 johnhaydon

    Sharing this: 4 Reasons the Social Business Evolution Starts Now: Is today the day we start thinking about social … http://bit.ly/aOX7Fv

  • http://twitter.com/pkelly80/status/9916492208 Patrick Kelly

    RT @jaybaer: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS ExactTarget acquires CoTweet!

  • http://twitter.com/larsv/status/9918402379 Lars Voedisch

    4 Reasons the Social Business Evolution Starts Now: The Convergence of Email and Social Media http://om.ly/fqeM via @jaybaer

  • http://twitter.com/belindaang/status/9918439817 Belinda Ang

    RT @larsv: 4 Reasons the Social Business Evolution Starts Now: The Convergence of Email and Social Media http://om.ly/fqeM via @jaybaer

  • http://twitter.com/rossdawson/status/9918495037 rossdawson

    RT @larsv: 4 Reasons the Social Business Evolution Starts Now: The Convergence of Email and Social Media http://om.ly/fqeM via @jaybaer

  • http://twitter.com/dhinchcliffe/status/9918514951 Dion Hinchcliffe

    RT @rossdawson: RT @larsv: 4 Reasons the Social Business Evolution Starts Now: The Convergence of Email and Social Media http://om.ly/fqeM

  • http://twitter.com/openknow/status/9918578150 Open Knowledge

    RT @dhinchcliffe: 4 Reasons the Social Business Evolution Starts Now: The Convergence of Email and Social Media http://om.ly/fqeM

  • http://twitter.com/oraclee20europe/status/9918578319 European Oracle E2.0

    RT @dhinchcliffe: 4 Reasons the Social Business Evolution Starts Now: The Convergence of Email and Social Media http://om.ly/fqeM

  • http://twitter.com/vishalce/status/9918631836 Vishal Joshi

    RT @rossdawson: RT @larsv: 4 Reasons the Social Business Evolution Starts Now: The Convergence of Email and Social Media http://om.ly/fqeM via @jaybaer

  • http://twitter.com/alessrag/status/9920015885 Alessandro Ragazzi

    RT @openknow: RT @dhinchcliffe: 4 Reasons the Social Business Evolution Starts Now: The Convergence of Email and Social Media http://om.ly/fqeM

  • http://twitter.com/oliviahill77/status/9921326874 Olivia Hill

    4 Reasons the Social Business Evolution Starts Now http://ow.ly/1doSm

  • http://twitter.com/flemingsean/status/9922153442 Sean Fleming

    Interesting analysis of the ExactTarget CoTweet deal: RT @jaybaer: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS

  • mwdonnelly

    Jay,

    Great blog post!

    There has been much talk about how companies need to extract ROI from social engagement, but few products in the market have had the capabilities to help companies attain that goal. The combination of social engagement with e-mail marketing (and, I believe, mobile marketing) on top of an intelligent database and tools for measurement will help companies engage in a deeper relationship with their customers, discover and drive new business with people talking on the real-time web, and prove the value of their efforts.

    The limitations of stand-alone products have been just that–stand alone. The lack of multi-channel integration, the “silos” of data that sit in different products, the inability to gather and build intelligence on those who are vocal on the social web…these are problems that exist because of the lack of the right tools in the marketplace. Companies that want to engage in social media need to integrate those efforts into their marketing strategy as part of the marketing mix and be able to measure the effectiveness of each of their channels and messages. It's essential that ROI is an integral part of that process.

    However, one point of caution: It's not only the tools that make social marketing work. It's understanding how consumers WANT to be contacted, their sensitivities to receiving marketing messages to increasingly personal channels (e-mail – social – mobile) and getting explicit permission to receive those messages through their desired channels. Tools are great, but understanding the (evolving) best practices in marketing to consumers is an essential part of integrated marketing strategies.

  • http://twitter.com/ricpratte/status/9925522780 ric pratte

    4 Reasons the Social Business Evolution Starts Now. Is social media really email 2.0? #in http://jit.ly/9Y

  • http://twitter.com/blurmarketing/status/9926103293 blur Marketing

    4 Reasons the Social Business Evolution Starts Now http://ow.ly/1dAZC

  • http://twitter.com/bpollard/status/9926720568 Brett Pollard

    3 reasons the social business evolution starts now from Convince & Convert http://ow.ly/1dwrs

  • http://twitter.com/joelbook/status/9927472162 Joel Book

    RT @jaybaer: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS

  • http://twitter.com/hercu/status/9927475061 hercu

    4 Reasons the Social Business Evolution Starts Now – http://bit.ly/c4LxTS (via @jaybaer)

  • http://twitter.com/areierson/status/9927592053 areierson

    RT @jaybaer: ExactTarget Buys CoTweet – Why The Social Business Evolution Starts Today (big news) http://om.ly/fphF

  • http://twitter.com/greengosolar/status/9932858471 Green Go Solar

    RT @CWaterhouse: RT @TopsyRT: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS by @jaybaer

  • http://twitter.com/scstatelibrary/status/9933151370 scstatelibrary

    3 Reasons the Social Business Evolution Starts Now http://ow.ly/1dFQd

  • http://twitter.com/a_sinclair/status/9933632720 Andrew Sinclair

    RT @joelbook: RT @jaybaer: 5 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS

  • http://twitter.com/ryanmalone/status/9934124229 ryanmalone

    Is social media part of your integrated marketing program? Here's 4 Reasons the Social Business Evolution Starts Now http://bit.ly/dpjCCX

  • http://twitter.com/nicklongo/status/9935171847 Nicholas Longo

    RT @jaybaer 4 Reasons the Social Business Evolution Starts Now: The Convergence of Email & Social Media – http://om.ly/fqeM

  • http://twitter.com/dpelham/status/9943573185 dpelham

    RT @jaybaer: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS

  • http://twitter.com/elizardopuello/status/9950481938 Mr. Party

    RT @rossdawson: RT @larsv: 4 Reasons the Social Business Evolution Starts Now: The Convergence of Email and Social Media http://om.ly/fqeM via @jaybaer

  • http://twitter.com/blogjunkie/status/9950974717 David Wang

    @jaybaer shares his insight about 4 Milestones to Social Business http://ow.ly/1dBWi

  • http://twitter.com/blurmarketing/status/9953099132 blur Marketing

    4 Reasons the Social Business Evolution Starts Now http://ow.ly/1dB0l

  • http://twitter.com/pamelavitale/status/9953195690 pamelavitale

    RT @blurMarketing: 4 Reasons the Social Business Evolution Starts Now http://ow.ly/1dB0l

  • http://twitter.com/byjove/status/9979832583 richard margetic

    Insight into the purchase of CoTweet. Social business takes a step forward. http://bit.ly/cXQkUV

  • http://twitter.com/johnsonnhalter/status/9983927964 John Sonnhalter

    RT @jaybaer: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/c4LxTS
    he's right on target.good read.

  • http://twitter.com/cuppawine/status/9983927844 Anna Cupp

    RT @ScottHepburn: More on the ExactTarget acquisition of CoTweet and its implications, from @jaybaer http://ow.ly/1efje

  • http://twitter.com/cuppawine/status/9983927844 Anna Cupp

    RT @ScottHepburn: More on the ExactTarget acquisition of CoTweet and its implications, from @jaybaer http://ow.ly/1efje

  • http://twitter.com/atisocialmktg/status/9985265425 ATI Attraction Mktg

    3 Reasons the Social #Business Evolution Starts Now http://bit.ly/cIttMP

  • http://twitter.com/randylewiskemp/status/9988794902 Randy Kemp

    4 Reasons the Social Business Evolution Starts Now http://bit.ly/cEhcuh

  • http://twitter.com/jodimaas/status/9990990970 Jodi Mallow Maas

    3 Reasons the Social #Business Evolution Starts Now http://bit.ly/cIttMP

  • http://twitter.com/mobilemarta/status/10015128794 Katarina Chowra

    Cheack it out: by Jay Baer http://om.ly/fphF on the topic of how to prepare for the new economy

  • http://twitter.com/samuelhfagan/status/10030844214 Sam Fagan

    @ scnvrl8 Good guy to watch for pertinent info @jaybaer 4 Reasons the Social Business Evolution Starts Now – http://ow.ly/1eFy1

  • http://twitter.com/advmedialab/status/10038774549 ADVmediaLAB

    4 Reasons the Social Business Evolution Starts Now http://bit.ly/ahYbNn

  • http://twitter.com/froginska/status/10046145723 Frederic Roginska

    Social media = email 2.0 ? : "3 Reasons the Social Business Evolution Starts Now" http://goo.gl/Gk0t

  • http://twitter.com/brenlangheim/status/10052493138 Brenda Langheim

    RT @ryanmalone: Is social media part of your integrated marketing program? Here's 4 Reasons the Social Business Evolution Starts Now http://bit.ly/dpjCCX

  • http://twitter.com/mkl/status/10067709660 Mirko Lalli ✮

    RT @advmedialab: 4 Reasons the Social Business Evolution Starts Now http://bit.ly/ahYbNn

  • http://twitter.com/maxemail/status/10229278710 Ben Baker

    3 Reasons the Social Business Evolution Starts Now | Email Marketing Advice | Social Media Consulting – Convince .. http://bit.ly/ccPhMt

  • http://twitter.com/kcg_houston/status/10229310378 Kelada Creative Grp

    RT @MaxEmail: 3 Reasons the Social Business Evolution Starts Now | Email Marketing Advice | Social Media Consulting – Convince .. http://bit.ly/ccPhMt

  • http://prperspectives.tumblr.com/ Nisha Pawar

    Good post. However I do think a balance needs to be found. See http://bit.ly/aZdf0b

  • http://twitter.com/birdbathbuzz/status/10328294271 Chris Isaac

    4 Reasons the Social Business Evolution Starts Now. http://ow.ly/1gkMQ #fb

  • http://twitter.com/jimjinright/status/10733868845 Jim Jinright

    4 Reasons the Social Business Evolution Starts Now http://bit.ly/apklXT

  • http://twitter.com/lorirtaylor/status/10941279424 Lori Taylor

    3 Reasons the Social Business Evolution Starts Now! http://ow.ly/1nrhu

  • http://twitter.com/simonguilliard/status/14940039056 Simon Guilliard

    4 Reasons the Social Business Evolution Starts Now http://bit.ly/apklXT

  • letstalkandchat

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