Build Your Email List on Social Media Site

Social media sites offer exciting new ways to showcase your newsletter content and invite people to sign up for your email list. But it's not about adding your voice to the din just for the sake of increasing exposure. It is about making new connections.

The key is demonstrating that you have valuable content to share with new subscribers and then turning those connections into customer relationships -- and additions to your mailing list.

Archiving to Extend the Life of Your Content

Before we discuss where to share your content, let's quickly discuss how you can prepare your newsletter to be shared. The easiest way to do this is to archive your issue. When you do that, not only will you be extending the life of the valuable content you've written, but you'll be provided with a URL that will link people directly to the issue.

After you've archived your issue, take the URL you are given to www.tinyurl.com, where you can turn a long web address into a miniature, easily-linkable version that you can use on any social media site. (For more information, click here to see our tutorial about using Archive with social media sites.) Just make sure that your archived page includes a Join My Mailing List box so anyone who clicks on the link can continue to hear from you.

Twitter

One of the most popular social media sites right now is Twitter. This is a social media site where you communicate with contacts using short messages of 140 characters or less. People sign up for the site, and they can choose to follow what you have to say.

Need a hot topic to Tweet about? Look no further than your own newsletter. Twitter limits "tweets" to 140 characters, so that challenges you to be concise when you write an article teaser. You can tell your followers, " just wrote a newsletter on [insert your topic]. Find it here [insert your tiny URL newsletter archive link]."

Facebook

Facebook used to be a place to share photos of yourself and your family with friends. Now it's also about communities of people who share common causes and passions -- and businesses, organizations, and public figures who hope to reach them.

Tell all your Facebook friends and fans about your newsletter by putting a link to your latest issue in your Status message, just like you would on Twitter. Spark up a timely discussion on your Wall about something relevant to your audience. Post interesting snippets of content that make people want to subscribe and suggest your Facebook page to their friends.

Most importantly, include a link to invite people to subscribe to your newsletter if they'd like to read more from you (click here to learn how to do that). Show visitors that by signing up for your newsletter, they are joining the community of people that you serve with your products, services, and expertise.

LinkedIn

How many past and present business colleagues do you have in your LinkedIn network? Of those people in your network, how many know you have an email newsletter? How many have signed up for it? You can use LinkedIn's Send a Message feature to reach out to up to 50 contacts at a time and invite them back to your website to subscribe. If you belong to LinkedIn groups, use the Discussions feature to inform people about your newsletter and the topics you cover, and tell them how they can sign up.

Other Social Media List Building Hints

1. Follow up new signups immediately with a Welcome email and a sample newsletter. Consider using an auto-responder to send an email to new subscribers, informing them of your content and your promotions.
2. Provide newsletter content that is valuable and worth forwarding and linking back to.
3. Archive your newsletter on your website so bloggers, Tweeters, and other social networkers can link back to your content, spreading it virally.
4. Make sure to read the Terms of Use before promoting your content on any website.
5. Invite readers to follow you on Twitter and Facebook from your newsletter.

Social networks offer potential for expanding your reach. But you need to create genuine customer relationships that go beyond the links you make. It's up to you to translate those new signups from casual connections into customer relationships that generate business. The opportunity for a real relationship starts when your email newsletter arrives in their inboxes.