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DMA Insight: Social media snapshot


What makes for a social media expert? Does your job title show how much you know? Or is the battle to keep up a challenge faced equally from entry level to the boardroom? Find out in our new snapshot. 

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The DMA Code is an aspirational agreement to which all DMA members and their business partners must adhere.

It aims to promote one-to-one marketing as a true exchange of value between your business, looking to prosper, and your customer, looking to benefit – and provides you with the five clear principles that will guide you to achieve this, and against which your conduct will be measured.

An important part of your role as a DMA member is to extol and spread the positive values and goals of this Code, for the benefit of our industry into the future


There’s a lot more to social icons than adding a “share with your network link”. Brands need to find ways to invite consumers to share content, by making links prominent and giving people a reason to share. See how ASDA, Boots, Monsoon, Screwfix and Evans Cycles fare.


With the seemingly endless growth of Facebook – more than 800 million users and counting – it’s easy to get caught up in the rush of seeing how many “Likes” you can generate. But at the end of the day, the number of fans you have isn’t very important if those “Likes” don’t tie into overall strategic goals such as increasing sales, leads, brand awareness and overall revenue. 


Integrating your email and social marketing used to be simple. It just meant adding “share to social” or “Share with Your Network” (SWYN) buttons to your emails. These days nearly everyone does this – Chad White, research director at Responsys showed that 88% of US retailers now use SWYN.

Integration isn’t just adding SWYN buttons 
I’m not sure how much SWYN buttons really help. They might prompt the action in some, but the context isn’t right for most who will be more interested in the content of the email. I think that integrating social media into email marketing gives a lot more opportunities, provided you have a strategy for integration and if you’re structured in the right way to do it.