Twitter and Facebook as tools of Social Media Marketing

“When I wrote, ‘The world is flat’, I said the world is flat. Yes, we are all connected. Facebook didn’t exist, Twitter was just a sound, LinkedIn was a prison, Cloud was in the sky, 4G was a parking spot and for most people Skype was a typo” ~ Thomas Friedman

The evolution of social media into a robust mechanism for social transformation is already visible. Despite many adamant critics who insist that tools like Facebook, Twitter and YouTube are little more then faddish distractions useful only to exchange trivial information; these critics have been proven wrong time and again.

With this blog, I will try to compare Facebook and Twitter as the tools of social media marketing.

Facebook and Twitter deliver information in very different ways, and although there is some audience/user crossover, they serve two very different marketing needs. Twitter may have a better reach among African, American and Latino markets, as well as people between the ages of 18 and 29, while Facebook has a far better reach among seniors and women. Twitter is better for viral trends (which, even on Twitter tend to be more flukes and public interest at any given moment than the result of carefully planned marketing strategies), but Facebook is better for deeper communication and relationship branding that Twitter is.

Twitter is good for realtime communication and customer service and not good for following the Trends. Whereas, Facebook is good for Authentic Connections and Profiling and not good for mass market. Also, Facebook is more expensive than Twitter when it comes to cost of posting ads.

Power Of Facebook

Last quarter, Facebook passed 1.19 Billion monthly active users, 874 million active mobile users and 728 million daily users. The numbers speak for themselves. 3 out of 4 Internet users in the world are active on Facebook.

Power Of Twitter

Twitter celebrated its 8th birthday in 2014 and continues to show measurable growth each year. When Oprah Winfrey sent out her first tweet in 2009, she attracted more than 100,000 followers in her first hour. That’s how fast and far well-timed news and tweets can reach in the Twitter community. And today, some five years later, tweets can still go viral in minutes.

Facebook Is Reactive; Twitter Is Proactive

Facebook’s most common use is to keep people informed of what’s happening. It’s become a scrapbooking site, where people archive important moments in their lives. Twitter focuses on speeding things up, often becoming a source in and of itself.

The Arab Spring and Occupy Wall Street are two notable movements that had their start on Twitter. Gossip columnists have direct and unfiltered access to thoughts of celebrities and other notable people. Journalists from every vertical of every major media outlet have flocked to the site hoping to catch a hot news story happening in real time. Both corporations and governments also monitor Twitter trends, with many utilizing it as an avenue to connect with the public.

Think Of Twitter As An Elevator Pitch

An elevator pitch is a short summary used to quickly and simply define a product, service, or organization and its value. The term stems from the marketing approach when meeting a prospect in an elevator and trying to sell them on something before they reach their destination floor and exit.

One famous elevator pitch can be seen in the movie “Working Girl,” starring Melanie Griffith and Harrison Ford. Griffith is given the chance to convince a corporate executive during a brief elevator ride that she was the originator of a business idea and not her boss. Her pitch worked.

Think of Twitter as an elevator pitch, only with one floor to sell someone on an idea (Facebook is also an elevator pitch platform only you have more “floors” to work with.)

Think Of Facebook As A Place Of Deeper Engagement

Facebook also offers a great platform to reach consumers, but it is harder to get “likes” for you business page than it is to get followers in Twitter and you will have to work to encourage and engage your audience.

But Facebook allows you to share a lot more information at a glance than Twitter does. You can imbed images, videos, and even create interactive pages. Facebook is also a great place to offer colorful coupons, article excerpts, and incentives such as “like” our page and get 10% off or we will “like” you back.

The bottom line is that, when compared, they really cannot be compared. In the end, the best way to take advantage of social networking is to use both Facebook and Twitter and treat each as a separate entity with the potential to reach markets in very different ways.


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