Social media can be a great asset to your business. It can greatly help you market your product and services. It can also screw up other areas of your marketing campaigns if you’re not careful.

One point I drive home in my book Brand Against The Machine (is it considered a shameless plug when it’s my blog?) is that the way you market yourself matters. Sadly, most businesses never stop to think of how their marketing efforts align with their brand.

An all too common, and deadly mistake I’m seeing made daily is using Facebook, Twitter, LinkedIn, Google+, or whatever….to blast every newsletter, promotion, and content that you also send to your email list.

Why is this a problem?

There’s no point to someone being on your email list if they get all of the same stuff through your social media channels. Publishing some of the same stuff is okay. But for Pete’s sake people should be rewarded for giving you their email address! It’s a higher level of trust. Don’t waste that opportunity by giving them the same stuff as everyone else.

Why is this such a costly mistake?

A subscriber to your email list is worth more than a follower on a social media channel. You can reach people in a more intimate way (I’ve got 4.2 dirty jokes after writing that but I’ll keep them to myself). The relationship you build with them through email is stronger.

Even with inboxes being crowded, it’s easier to get read there than through social media where your message has a shelf life of seconds. I love and appreciate every person who follows me on the various social media channels. It’s not something you should take for granted. However, you want them to take the next step with you, and that next step is being on your email list.

Stop sharing everything you’ve got through every available channel out there. Give your email subscribers something your Facebook friends and Twitter followers don’t get. Increase the level of value you provide people as they increase their level of trust with you. (Tweet this.)