The whole purpose of Social Media Marketing adopted by businesses is to develop and nurture the relationships with users around the world. Businesses often face a dilemma with respect to choosing the best platform for planning and running their social media campaigns. The two contenders that feature in the consideration set are Facebook and Twitter.
Facebook is the most popular social media platform with a massive number of users. It also generates greater engagement with respect to marketing. It is a good way for companies to reach out to your existing fan base totally free of cost. However, Facebook becomes more expensive if companies need to reach out to users who are not fans. Twitter closely follows Facebook in terms of popularity and numbers of users. It is relatively less expensive than Facebook to reach out to users.
Although Facebook reaches lot of people, it is not an ideal and effective platform for mass marketing. The whole intention of Facebook is to keep users interested by displaying only those posts and feeds that are relevant to the users. Hence businesses have to effectively plan their social media strategies so that they do not spend money on Facebook without knowing whether they would get the required attention. Many of the Facebook users will not be target consumers, and businesses must plan their strategies accordingly as Facebook is a less-focused medium as compared to Twitter. Businesses have to put more effort into their outreach to ensure being noticed by the right set of users.
Facebook is a great platform for scouting for authentic user profiles. It becomes very easy to know the users in terms of their likes or preferences, track their behaviour and responses to brands or products. Twitter on the other hand only requires a valid email id to get started with. This doesn’t leave much scope to know much about the users and their backgrounds. It also becomes nearly impossible to know whether the user profiles are real and which user profiles can really be targeted. Although most people think Twitter is better in terms of the latest trends, it is not exactly so. Twitter as a platform isn’t very effective to keep the users focussed or grab their attention for a longer span of time.
Facebook also allows for profiling and enables users to use Facebook credentials to log on to various other sites. This extends the amount of information available to businesses about users from Facebook accounts to a plethora of other details that can be obtained from the other sites that the users access. Twitter doesn’t give this advantage to businesses and in a way limits the information available to businesses to make decisions or plan their marketing strategies.
As a Facebook user has to be his or her real self as known to those in the friend circle, he or she perhaps has very little scope to go overboard with his or her views, sentiments, likes or dislikes. The question is whether this will limit businesses by somehow not being able to fully know the real traits of a user/consumer. This is especially true of younger people who would prefer some form of anonymity. Twitter offers this convenience and is little better than Facebook when it comes to knowing the true nature of the users. However, Facebook still provides businesses with a wide range of information that Twitter doesn’t offer.
Social media marketing uses many platforms. Finally, there is no hard and fast rule to determine which is the best platform for businesses. Both work in different ways and hence businesses must invest on these platforms depending on the unique set of their business requirements.