ExactTarget suggests some basic approaches to getting it right in email, Facebook and Twitter marketing communications.
In email communications, special offers and keeping the message clear and concise are considered very important along with making content easy to navigate (with imagery). Also, a strong subject line and the use of personalisation should be considered.
To sustain a successful Facebook presence, keeping content rich and making it useful or funny, coupled with giving people the opportunity to be interactive with the company - deviating from only showing products - is important.
With Twitter, interacting with followers by retweeting, asking for comments and engaging in dialogue is an effective approach. As well as this, being informative and friendly is desirable as people like to see the lighter side of business, but it’s also important to maintain a professional image.