Authors, Leaders Share Essential Steps to Social Media Success in New ExactTarget Paper

INDIANAPOLIS (Mar. 17, 2010) – Global email marketing and one-to-one marketing provider ExactTarget released a new executive briefing today that identifies the top tactics executives should employ when building a social media strategy.

Featuring insight from 12 of the industry’s top experts including Flip the Funnel author Joseph Jaffe, MarketingProfs’ Ann Handley and MarketingSherpa’s Sergio Balegno, the briefing is a collection of letters to executives explaining best practices in social media engagement.

“With more than two-thirds of the Fortune 100 on Twitter, customers now expect companies to engage and serve them via social networks,” said Tim Kopp, ExactTarget chief marketing officer. “Social media provides marketers a remarkable opportunity to understand what customers want and deliver an immediate experience with their brand.”

The Letters to the C-Suite: Getting Serious About Social Media briefing provides quick, helpful tips for integrating social media into organizations’ broader marketing efforts. Key topics in the briefing include:

• The importance of planning and implementing a social media strategy
• How to build stronger customer relationships using social media outlets
• Operationalizing social media marketing and how it directly impacts your bottom line
• The value of social media testing and optimization efforts

“People don’t experimentally engage with brands on social networks, they engage with the brands they already support; thus, your organization should consider how you’re going to ‘be’ social, not just ‘do’ social media,” said Jay Baer, Convince & Convert founder. “There are answers to all of your social media questions, and by committing to testing and optimizing your social media efforts in 2010, you’ll go from having a social media presence, to having a social purpose that drives meaningful ROI.”

Forrester Research predicts social media marketing will grow faster than any other form of interactive marketing. In its 2009 U.S. Interactive Marketing Forecast Report, the independent research firm estimated social media marketing will grow at compound annual rate of 34 percent, reaching $3.1 billion by 2014.

The Letters to the C-Suite: Getting Serious About Social Media briefing is available for free download at:

The launch of the briefing follows ExactTarget’s acquisition of CoTweet, a Web-based collaboration platform that allows companies to tap the collective wisdom of people across functional areas like marketing, PR and customer service to engage with customers in authentic two-way conversations on Twitter via a single dashboard. The acquisition creates an ExactTarget business unit based in San Francisco, and the industry’s first business unit focused solely on social media development. For more information about the acquisition and ExactTarget’s social media development, visit

About ExactTarget
ExactTarget is a leading global provider of on-demand email marketing and one-to-one marketing solutions. The company’s software as a service technology provides organizations a single platform to connect with customers via triggered and transactional email, integrated text messaging, voice messaging, landing pages and social media. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget’s software powers permission-based multi-channel communications for thousands of organizations around the world including, Aurora Fashions, Papa John’s,, Gannett Co., Inc., The Leukemia & Lymphoma Society, The Home Depot and Wellpoint, Inc. For more information, visit or call 1-866-EMAILET.


Media Contacts:
Mitch Frazier (ExactTarget) – 317.275.5034 or
Lauren Sanders (Dittoe PR for ExactTarget) – 317.202.2280 X 10 or

Published on: 9:53AM on 23rd March 2010