If you’re thinking of targeting candidates on LinkedIn or Facebook via random email campaigns, you may want to research your audience’s preferences before sending out those adverts.
New research by InsightExpress shows that about 40 percent of the 1,593 social networkers polled condone the practice of opt-in advertising, while only 20 percent said they don’t mind random behavior-based campaigns.
About 23 percent of the respondents from Facebook, LinkedIn, Classmates, and MySpace respondents said that unsolicited ads are acceptable.
On the flip side, 43 percent of CafeMom, Twitter, and Flickr users greenlighted random ads.
“Recognizing the rapid growth of social networks and social networking audiences, advertisers have focused on creative engagement and how to apply their brands within a new environment,” said Drew Lipner, vice president and group director of the Digital Media Measurement team at InsightExpress. “The broad and exciting acceptance of social networking also reinforces the distinct need to develop targeted and relevant campaigns for this channel with the help of advanced measurement tools.”
I think it depends on the message that you are creating. If I get a random email from a recruiter I don’t know who is looking for a programmer, I might feel a pang of annoyance because I didn’t choose to receive an email asking for my help on something I have little time for. But if someone on LinkedIn sent me a well-crafted, customized job posting complete with links and emails to people I could contact if interested, than I would be far less likely to bang the delete button with my fist.
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