For experienced users/members of both networks, the statement above is understood. But for marketers and brands new to either network, they just will not “get it.” Marketing is very different between these two social giants. Even the users react differently to marketing ploys promoted on the two networks.
In this article, I want to compare the two against each other, a social networking fight to the death! Which should you use for your business or marketing strategy? Should you use both? Let’s break this down and see whats what.
How Does Facebook and Twitter Compare?
While most marketers use these two social platforms for the same things i.e. to build a large and engaged audience, to raise brand awareness and drive targeted traffic to their brands or webpages – the way to do this differs between the two. The users interact differently on each network with brands and people. I know, it’s weird.
Facebook and Twitter have many similarities including: Usernames, Profile, Picture, Statuses, Tagging, Feeds, Comments
Both networks also provide an outstanding way for businesses to market themselves to users which is great for us. So let’s dive a little deeper and see how the two differ from each other and how we as marketing professionals can leverage this to our advantage.
Perhaps the most important difference between Facebook and Twitter is the size of the respective networks and members. As of January 2013, Facebook said it had over 1 billion registered users. Twitter is more dodgy with the release of its user data but one can speculate based on estimations the network has around 200-400 million users. That my friends, is ALOT of people for us as marketers to expose our brand/business too. I know it sounds crazy but people have literally built multi-million dollar companies utilizing social media marketing alone. Social=$$$$$$$
It’s pretty well known that Facebook is a little more popular than Twitter in regards to daily use and interaction with its users. I know personally I am on it Facebook like 4 hours a day :/ Friend me! Robert Salvatore. So let’s talk about Facebook pages. Popular Facebook Pages typically post 1-4 updates a day. Whether a Page’s fans see that post is determined by the Facebook news feed algorithm. This algorithm is designed to show users the most relevant posts in the default top news tab of the news feed.
Our goal as marketers with Facebook fan page posts is to attain the most Likes and comments, which will increase a post’s rank (not unlike Google), and drive re-shares of posts, which expose branded content to the friends of fans therefore gaining you MORE fans. Can you see where we’re going with this? Pretty cool stuff.
Popular Twitter profiles typically post much more frequently, sending out closer to 6-12 “tweets” or statuses a day. Twitter is essentially a “micro blog”. Twitter’s news stream displays tweets in strict reverse chronological order. Profile followers are therefore only likely to see the tweets if they’re reading Twitter within a small time frame after an update is published, or if it is retweeted by a high volume of people they follow. This can make it more difficult to see what the people your following are up to since the news feed is constantly changing with new information making it hard to keep up with all the tweets.
The goal for marketers with Twitter updates is therefore to publish as much solid content as possible in order to catch followers when they’re reading. The real-time nature of Twitter also favors breaking news. The first profile to post about breaking news or something important will often receive many retweets. Retweets are what we as marketers WANT to have! This will expose our brand/business to many more people than we can reach alone. Therefore marketers should try to churn as much relevant content about their brand into tweets as possible.
Paid Marketing On Both Networks
Facebook & Twitter both share paid marketing options. Of course they would as it’s a great way to fund the two networks and keep them profitable. Everything’s a business guys, don’t ever forget that! Twitter is more new to the paid marketing strategies for it’s users so let’s break them down first.
Twitter Paid Marketing
1.) Promoted Account – Essentially this option is featured in organic Twitter search results and within the “who to follow” section of the website. Promoted accounts are suggested profiles to follow based on the followers a user already engages with through Twitter. This can be a great option to get followers.
2.) Promoted Tweets – This option appears in the timeline of user’s news feeds. Essentially your tweet will be promoted by someone who has a very large list of followers who will see your message.
3.) Promoted Trends – Twitter and the company’s mobile application both show trending topics to its users. Marketers can now promote a “trend” and the topic will now be featured in this section of the website. This option is a great way to get users to talk about your brand, company or service. Very powerful stuff.
Facebook Paid Marketing
This is pretty cool stuff I’m not going to lie! With such a huge database of users the possibilities are endless with what you can do with Facebook marketing…
Fortunately for us, the interface designed for promoting your Facebook posts is very easy and user friendly. Underneath every post in your timeline is a “Promote” link, even for posts that aren’t your own, meaning you can promote other people’s posts if you choose to do so. This can be a really powerful tool to add to your marketing arsenal.
Clicking the promote link will give you a pop-up screen where you can set your desired budget for your promotion, anywhere from a few bucks to several hundred bucks. Facebook will inform you how many people your promotion will reach at the given dollar amount (pretty awesome technology). If you have a few hundred fans, then you may be able to reach them all for under twenty bucks. Reaching several thousand may take a lot more, it really depends. There’s no real way to know until you actually try to promote your post and look at the numbers for yourself.
Once you’ve successfully promoted your post, Facebook has analytical tools that let you monitor how well the post is doing, who’s seen it and when and all kinds of different stats to track the success of your ad. As before, this information can be accessed directly from the post itself: where there was a “promote” link, there will now be a link called “Sponsored,” which you can click on to see how many paid and unpaid views the post has gotten!
Setting up Facebook ads is considerably more involved than simply promoting a single post. So let’s dive in and see what’s what! Facebook ads are handled through the Facebook Business Center. When putting together your ad, you’ll need to know your budget, your target audience, and how long you want the ad to run. You’ll also be in charge of the graphics and text for your advert. Facebook offers tons of demographic options to target making it very easy to only display your ads to targeted users!
Once your ad is in place, you can monitor its performance in Facebook’s advertising back office and even do some A/B testing, swapping one ad in exchange for another and seeing which of the two gets you better results. Test, Test, Test my friends! The picture above is what you see when you click “create an ad” on your home page. The picture below are the ads after their setup on Facebook.
The major difference between a promoted post and an ad is that a post will generally stop being effective after a day or so when it naturally works itself out of the news feeds. Ads can run longer (depending on how long you’re willing to pay for it), but you do have to contend with the possibility of ad-blocker software and user “ad blindness.” As long as an ad is giving you a positive ROI then there really is no need to take it down, let it run and make you money! The hard part is all the tweaking it takes to get it there.
Facebook’s decision to restrict the visibility of posts has not been popular with many users. While the decision to monetize what used to be free might not make everyone happy, the marketing tools Facebook has provided are straightforward and simple enough for anyone to master. Once you master Facebook marketing you will uncover a very profitable traffic stream that you can tap into at will!
Friends Or Fans? Which Is Better?
While both offer great medians of marketing and you definitely SHOULD be using both, in my opinion I would have to say it’s better to have Twitter Followers. I say that because Twitter followers tend to be much more engaged, than Facebook fans. Build your following on both networks and i guarantee your business will start to grow. What do you guys think? Leave some comments below, and always remember…keep on building that traffic!
Author: Robert Salvatore is highly trained in Pay Per Click & Social Media Marketing. He is an employee at Seo Hop and partner at Panfecta. With his services businesses can see immediate growth using Rob’s strategies for converting Pay Per Click visits into leads and sales. You can contact Rob personally on the Seo Hop home page. Try Panfecta for free now. Use discount code… free