While Twitter is catching up to Facebook as a marketing platform, the latter social network recently passed 1 billion users, and still arguably represents an essential way to reach consumers. However, Twitter can do many things much better as a platform than Facebook can, and when used properly, can have a significant impact on raising awareness of a brand. When weighing up the two platforms’ strengths, it’s worth considering issues like cost effectiveness, personalisation, and metrics.
As the most established social network in the world, Facebook offers instant brand recognition as a platform, and the potential to reach millions with the right content. The important issue, however, is being able to use Facebook in the right way, and that breaks down to cost effectiveness. A straightforward way to build a brand on Facebook is to set up a fan page with ‘likes’ and comments, which can act as an interface between you and followers.
This page can be used to post offers, quizzes, and news about the brand, while responding to different levels of feedback. The other approach is to pay for advertisements that appear on the side of the screen when Facebook users browse. These are based on per-impression and per-click payments, which can mean that you don’t have to spend a significant amount to get a return – like most forms of Internet marketing, you pay for what you get out of it in terms of conversions and click rates.
The other advantage of using Facebook is that you gain a marketing hook for a range of different online platforms in multiple languages. In this way, you can target the same message to multiple people, and can be selective in terms of sub groups and the demographics you target. Setting up pages that are optimised for mobile phones also means that you use Facebook to target the increasing number of people that access the Internet through their phones alone. Ultimately, Facebook is a first choice if you want to try to build regular habits, and cement brand loyalty.
There are similar advantages to using Twitter, with the most notable being a connection to a Facebook page that complements its content. The specific benefits of Twitter come down to the speed by which messages can get sent out, and the speed by which these get responded to. Recognition for a brand can be boosted in just a few minutes, while the chance to respond to queries and news stories is accelerated, and more direct than updating a Facebook page.
Spreading news via Twitter can have a strong viral impact, with retweets not necessarily having to be from existing followers of your brand. By doing so, you can hit a huge number of people simultaneously, and attract users that wouldn’t normally come across a page on Facebook. A small business particularly stands to benefit from being picked up by a user or a company with a large following.
Which to Go For?
There’s no reason not to use both Facebook and Twitter as marketing platforms. Of the two, Facebook is perhaps more effective in terms of brand recognition and followers, but Twitter has the advantage of being more direct and viral. In this way, you can boost campaigns by using Facebook as a hub alongside a website, while employing Twitter as a way of more regularly communicating with consumers.
Image source: ExtremeBusinessPower.com
Author Bio: Liam Ohm is a regular social media blogger with a keen interest in helping businesses use social media to their full potential. He highly recommends businesses using all forms of marketing from field marketing and mystery shopping to SEO.