Email Applied: Attack Social Media Like a Direct Marketer

How do you identify your influencers? Start by identifying those who have forwarded to friends and posted content — reviews, comments, videos — on your site. Track those who click on the share icons; most email service providers now allow you to track this activity.

So think direct marketing as you refine your company's approach to social networking, and be sure to leverage your website and email program. You'll be glad you did.