Social networks like Facebook and quick informal communication like IM are becoming prime means of communication.
"Kids today prefer one to many communication; e-mail to them is antiquated," said Bill Tancer, Hitwise general manager, global research.
Because people are updating their status, "I'm depressed," "Got a new job," it's much easier to read this and stay connected than to send a series of e-mails asking, "How are you doing?" or "What are you up to?" In a sign of the times ahead, for the Class of 2013, and for the first time since e-mail was invented, Boston College will not be giving out johnsmith@bc.edu e-mail addresses to incoming freshmen.
Part two of the column confirms that developing relationships with customers (or patrons) is always going to be the best approach for success and sustainability.
Good businesses realize that it's not all about the instant win of getting someone into a database. Rather it is cultivated that relationship via social media, and if done correctly you will have a relationship that lasts a lifetime.
