Modern corporations face a challenging question as to what form of communication a company should use when reaching out to its potential clients. Two key ways for a company to do just that are in the use of email or social media publicity campaigns. These two forms of communication both allow for the instantaneous transmission of information, however, each one is more suitable for certain scenarios. The use of an email campaign is effective when reaching out to an already established client base with the means of making them feel they are receiving special insider treatment whereas a social media publicity campaign helps to reach out to new, untapped clients and spread the information faster.

First and foremost, it is important to realize which form of media is more widely used. By knowing this, a company can make an appropriate decision on which form of media they want to use for their publicity campaign. If the company is attempting to reach the maximum number of individuals, then the use of social media makes the most sense. As Figure 1 shows, since 2009, the global users for social media have exceeded the number of users of pure email. This would suggest that by taking a social media publicity campaign, a company would be able to get its message out for more people to see. However, the use of an email publicity campaign still holds several distinct advantages.