one, make it easy. don't just position the facebook and twitter icons prominently on your website. two, don't stop at just one. add more opt-in forms throughout your site and various placements. test these locations to find the combination that works best. three, collect e-mails at your stores. ask your customers to are their information at your checkout counter or when requesting an e-mail receipt or make it mobile. make sure your mobile site also asks visitors for e-mail. don't ask users to fill outlots of forms. keep it short and simple. and five, consider implementing social signon. users can sign into your website using log in information from facebook or twitter instead of creating a separate account. a couple of weeks ago, i went back to stanford business school for my 15th reunion. things are quite different than