This document discusses using social media campaigns to effectively introduce new products prior to traditional email campaigns. It recommends using social media to generate awareness of the product, familiarize customers with it, and gather feedback. This engages customers and allows reaching influential advocates. When combined with a subsequent email campaign, it provides a platform for viral buzz and increases email conversion rates. A case study showed a social media campaign on LinkedIn had much higher customer conversion and agreement to test a new application than a standalone email campaign.