Twitter Beats Facebook For Marketing

Facebook makes up 78 percent of traffic among all social network sites and micro-blogging site Twitter accounts for 5 percent, but on average "tweets" with embedded links get 19 clicks while Facebook's shared links only get three clicks, according to a study by SocialTwist.

The marketing firm, which offers viral social media marketing campaigns, analyzed more than a million shared links through its Tell-a-Friend widget that lets people share information on Websites. SocialTwist measured success by a clickthrough rate, a term for the number of clicks on a link that takes a user to a specific destination.

The survey yielded other surprises, such as that MySpace still has 15 percent of social media market share.

If you're using Twitter or Facebook to reach out to customers, here's what each service has going for and against it.

Twitter Pros:

165 million registered users

There are 165 million registered users and 100 million messages sent a day from Twitter, according to Bloomberg. Never mind that Twitter execs hope to get a billion users without a real plan — that's all bravado anyway — there are still millions of users out there

New Twitter Layout is Better

The new Twitter interface offers a split-screen and view pane that lets users share video and photos from at least 16 different media providers like Flickr, YouTube, and TwitPic. Now, instead of repeatedly tweeting a message in the hopes of attracting attention from different people at different times, a business can share a video of its new developments and know there's a good chance that someone might see it in Twitter's detailed pane.

It's for the Social-Media Savvy

Twitter, which recently began offering promoted tweets for $100,000 a day, is a different kind of beast than Facebook. If you doubt this, then take a look at who inhabits the "Twitterverse". Just in my followers alone, I count scores of social media professionals. I also watch what they do, because one of the best things about following people is learning how to use Twitter better.

Third-Party Applications

You can use Twitter solely through its Website, or with a third-party client that offers such features as scheduled tweets, searches, paneled views of lists, or other Twitter identities and metrics.

Twitter Cons:

It's a Cocktail Party

A social media maven once told me that Twitter is like a cocktail party. People flitter around, listening to conversations and partaking in ones they find interesting — but it's off to the next, new thing within minutes. You can't blame users; they have a veritable buffet of information and conversations to follow. Coming back to a cocktail conversation an hour later will get you a lot of "Huh?" and "What?" reactions. That also gets the same response on Twitter.

Security Issues

Although some of the security issues have lessened with the new Twitter revamp, malware can be spread easily when users click on unknown, shortened URLs planted by those looking to spread viruses or download account information.

Dependability

Twitter's Fail Whale, the icon used to explain its down and over capacity, is well-known and derided endlessly. And while its dependability has been better lately, Twitter still has frequent service outages and hiccups.

Facebook Pros:

600 million users

Facebook is now more popular than Google, not really a surprise when you realize that users can not only update statuses and check on friends, but also play games, take quizzes and generally waste a lot of time.

Dependability

Although Facebook apologized last month for a 2.5-hour outage, that's nothing compared to the legendary, frequent appearance of Twitter's Fail Whale.

Tools

Facebook users have been able to use a number of shared multimedia tools from almost its inception, including video, links, photos, quizzes, and news. Twitter only recently began offering video and photos on its site.

Facebook Cons:

General Audience of All Backgrounds

Facebook's "pro" is also its "con". It has so many people on it — moms, children, grandparents, millennials, and baby boomers — that it may be hard for businesses to find the right audience without some expert navigation.

The Clicks Aren't There.

While a business can get noticed on Facebook, chances are it will have do so with a broad campaign connecting with a larger numbers of users than it takes to get the same amount of attention on a more focused medium such as Twitter.

More Like a Dorm Than a Cocktail Party

On Twitter, generally people are only interested in what you're talking about in the last half-hour or so. If we take that to be true, then Facebook is like the floor of a college dormitory or a cruise ship, where users may see each other every day but don't become something akin to friends until weeks or months later. It may be a place to bare your soul, but not the place for a hard sell. This is where your social media efforts must be placed for the long-term.

Which to Use?

It's not surprising that Twitter is the tool of choice for many in marketing because it offers more return on investment, less time for more exposure, a quick-hit approach to conversations, a more savvy population, and few distractions from the endless streams of information.

Any businessperson on Facebook should know that it is competing with the same games, quizzes, and attention from loved ones that brought users there in the first place.

Because the two social sites are so different, businesses should know they will have to evolve with each medium and establish campaigns that fit each of the service's strengths.

Written By: Barbara E. Hernandez

First Appeared as: Twitter Crushes Facebook For Marketing On: pcworld.com

About the Author: Reach or follow Barbara E. Hernandez on Twitter: @bhern.

Tom Retterbush

Posted By:  Tom Retterbush 

You can stay up to date on the latest Internet trends by subscribing to my tomretterbush's posterous Social Media Experiment, but if you really want to stay on top of social networking, check out my AssEtEbooks.com Social Media Blog, where you'll find all the news, tips, tricks, articles and ebooks you'll need. And while you're at it, you'll want to check out the many FREE and cheap Ebooks I offer on just about any and every subject you can possibly think of, at AssEtEbooks.com. Oh, and don't forget to follow me on Twitter @assetebooks

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October 18, 2010

Ultimate Guide to Facebook Marketing, Part 1

Facebook for business superguide

Facebook has certainly garnered a lot of attention these past weeks- first with it’s new vanity URL feature and then with it’s changed privacy features.

Facebook’s vanity URL feature – particularly for Facebook pages – is of particular interest to businesses.  As Facebook continues it’s explosive growth heading towards 250 million active users, more and more businesses are hoping to leverage Facebook for serious business purposes.   Facebook’s new feature allows businesses to create a custom url for their business page – something that wasn’t possible until now. (If you haven’t gotten your custom name, read Facebook expert Mari Smith’s post: How To Secure Your Facebook Username (Vanity URL).)

Want to sharpen your skills and learn how to really leverage Facebook to grow your business?

Below I’ve put together a comprehensive collection of resources, tips and advice on how to use Facebook for business purposes including:

  1. General Guides, Tutorials and Help
  2. Facebook Pages and Groups
  3. Events and Causes
  4. Tips and advice from a range of experts for making the most of Facebook
  5. Advice for Non-Profits
  6. Other Facebook tools, applications & features (including Facebook Connect)
  7. Facebook Statistics
Comprehensive Guides and How-To’s
  • How To Use Facebook for Business
    From Hubspot: Free downloadable 22 page E-book – very comprehensive with advice on setting up your profiles, setting up/promoting a business page, groups vs. pages, setting up a group, advertising on Facebook and measuring/analyzing.
  • Facebook for Grownups
    From Butterscotch- 10 part video with step-by-step instructions for how to sign up for Facebook and how to create a Facebook profile.
  • Facebook Help Center – official Facebook Help
  • Facebook’s Complete Privacy Presentation
    From Mashable: Check out all the details provided by Facebook on their new privacy settings.
  • Books:
    • The Facebook Marketing Bible: The Guide To Marketing Your Brand, Company, Product, Or Service Inside Facebook
      From Justin Smith: Provides an introduction to what’s possible on Facebook to the spectrum of marketers from brand advertisers to volunteer grassroots evangelists. The Facebook Marketing Bible contains three detailed sections: Tools for Guerilla Marketers, Tools for Advertisers, and Tools for Application Developers. Each part outlines the best available channels and strategies for reaching your audience inside Facebook.
    • Facebook Marketing: Leverage Social Media to Grow Your Business
      From Steven Holzner: In Facebook Marketing, best-selling author Steven Holzner reveals new social marketing techniques that do work, and shows you exactly how to make the most of them. Using true case studies, Holzner introduces powerful new techniques from today’s smartest Facebook marketers…and helps you avoid pitfalls that can cost you money and credibility.
    • I’m on Facebook–Now What???: How to Get Personal, Business, and Professional Value from Facebook
      From Jason Alba, Jesse Stay, Robert Scoble and Lee Lorenzen: This book explains the different parts of Facebook and helps you understand how you can get the most out of your Facebook account. It helps you understand what you could or should do in Facebook to further your career, business, or job.

Facebook Pages and Groups

Please see our more recent post:  Ultimate Guide to Facebook Pages – a comprehensive listing of resources to help you create a more effective Facebook Page.

Events and Causes

Tips and Advice

Advertising on Facebook

  • Facebook Ads 101 – How to Set up and Track Facebook Ads
    From Subliminal Pixel Labs: Rundown of how Facebook ads work, how to set them up and what tracking and optimization features they offer.
  • How-To Guide: E-Commerce Marketing on Facebook
    From Internet.com: Leveraging Facebook business options can provide a new channel for your customers to interact, and at the same time help you acquire new customers as your Facebook fans spread the word about your business to their friends. In this Facebook how-to guide, learn how to use two of the business solutions offered by Facebook. First- the steps you need to take to create your own Facebook Business Page (also called a fan page) and then, the tasks involved in creating a Facebook Ad campaign, which can be used to send visitors to your Web site or new Facebook Business Page.

Advice for Non-Profits on Facebook

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