SilverPop, the provider of a scalable, integrated email marketing and marketing automation platform, today launched Publish-to-Social, a new feature that allows customers to post or schedule posts, via Silverpop Engage, to Twitter, Facebook, LinkedIn and/or RSS feeds that coincide with their email sends.
With Publish-to-Social, marketers can post relevant content to a number of social network accounts, including official corporate accounts as well as the individual accounts of sales representatives, executives, or company thought leaders from whom permission to post has been granted. After setting up their email send in Engage, marketers select the social networks they want to distribute to and customize the message as appropriate for each network. With just a few clicks, the email send and corresponding social media campaign is distributed or scheduled. Publish-to-Social even includes bit.ly integration so that long URLs can be easily shortened and inserted into the messages and later analyzed to measure interest and response activity.
"The increasing importance of social media within the marketing mix certainly offers marketers tremendous opportunities, but it also complicates things. Publish-to-Social is designed to help by combining and streamlining these activities," said Loren McDonald, Silverpop's vice president of industry relations. "We have witnessed firsthand how incorporating social sharing links in email via our Share-to-Social feature can exponentially extend the reach of a message, and Publish-to-Social takes this concept one step further, giving the email marketer the ability to generate social buzz and reach many more customers and prospects."
Publish-to-Social is the latest addition to Silverpop's Social Connect collection of products and features designed to help marketers maximize their use of social media. The company launched Share-to-Social in 2008, allowing marketers to turn email into socially-enabled viral messages. Silverpop also provides its customers with location-based marketing capabilities via a FourSquare "To Do Button," allowing marketers to create personalized, location-based marketing messages that recipients can add to their FourSquare accounts. And just last month, Silverpop launched Social Sign-In, allowing site visitors to register for online offers and relevant content by signing in with their existing social network accounts.