One of the most important principles in creating successful multi-channel communications is to match your channel to your audience and your purpose.
- Are you sharing information about something that’s open to the public? Use public channels like Facebook, Twitter, and unprotected areas of your website.
- Are you sharing information about something that’s for your members only? Use member-only channels like your member enewsletter and member-only areas of your website.
- Are you sharing information about something that’s available only to a sub-set of people? Use email or direct mail to target them precisely.
Remember, of course, that you always want to have a call to action, but it’s really important that the audience you’re talking to be able to answer your call.
(You might think: “This is totally obvious! Why are you posting this, Elizabeth?” You would not believe how many times I see associations posting links to login restricted information and resources on open social media channels.)