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From Direct Marketing News:

In a survey of engineers and industrial professionals, only 15% of respondents indicated that they have a Twittter account and more than half of respondents indicated that they are not at all likely to sign up in the future.

Those figures don’t exactly scream "we need to be in social media today."

Wow. That’s some bad advice, and a bad read on the data.

With Twitter: You could get 15% of prospects to follow you and get DAILY updates. For free.

With direct mail: You pray for a 2% response to a direct mail piece, which you can send maybe quarterly, and it’s incredibly expensive.

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  1. matt haines August 30, 2011 at 1:43 pm #

    Keep in mind that 15% is not a response rate. It’s just a ‘follow’ rate. There’s no connection between that number and the actual ‘read’ rate, much less a response rate. You can’t compare a follow rate to a direct-mail response rate.

    Direct mail has very visible costs, but a proper social media program has a high labor cost. You can’t use twitter once, or even just for a month, and hope to have any significant returns from it. It requires hours and hours of providing content into the ether, building up credibility and an audience, before you get a return on your investment.

    Enticing people is expensive, no matter how you do it.


  1. The Naked Truth About Delusional Word of Mouth Marketers | - August 29, 2011

    […] customarily yield information that is intensely impressive to infer a effect of their arguments. Andy Sernovitz’s “15%” post that hurdles an essay in DM News provides a ideal […]

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