Participants in a recent #MarketingMinds discussion discussed how participating on Facebook differs from engaging on Twitter. Although being mentioned in the discussion, we believe this merits its own separate article. After all, if we are aware of the variations in interaction between the two most popular social media platforms, we can modify our social media approach accordingly.
Facebook vs. Twitter: Variations in Social Media Strategies #1
Quick bursts of Information vs. Narrative
Facebook is the ideal medium for brand storytelling because of its limitless character updates. As we nurture and flirt with our followers at every level of the sales funnel, storytelling is crucial to the success of our social networks and social media strategy. A recent article we wrote discussed flirting as one of the keys to a successful social media strategy. In light of this, approaching someone and asking them out on a date before engaging them would make us appear weird, and nobody loves a creep! The same rules hold true for marketing. Because Facebook is the ideal social network for lengthy chats, it is extremely effective from a sales perspective.
Twitter, on the other hand, is for quick informational bursts. While all social media content must focus on the present, Twitter is the Usain Bolt of social media channels, according to Sheena Cox, Key Account Manager at Meltwater. The fastest method to disseminate the message is in 140 characters. Conversely, Facebook material usually results in longer-lasting interactions. We frequently observe marketers directing followers to other websites rather than focusing communication only on the platform because of the 240 character constraint on a tweet. Share stuff from other sources freely on Twitter. Our audience frequently uses the hashtag feature as a social discovery tool to keep up with industry news, so they anticipate seeing third-party material to interact with.
Twitter vs. Facebook: Variations in Social Media Strategies #2
Real-time versus evergreen content
Real-time information and timeliness are really weighed differently by the two social networks, therefore we must take this into account when developing our social media strategies. Twitter is frequently seen as a news source because of its real-time nature. Twitter users and companies frequently provide a running commentary on circumstances, as shown in Dunkin Donuts’s #DunkinReplay campaign, with shorter but more frequent messages becoming the norm. As a result, interaction with tweets and other information on Twitter lasts for a shorter period of time. Facebook is a good option for individuals who wish to publish evergreen material because, as Sheena Cox points out, it serves as a forum for ongoing debates.
Twitter vs. Facebook: Variations in Social Media Strategies #3
Connecting with Strangers vs. “Real Life Friends”
People we’ve met are frequently present on our Facebook pages. Whether it’s a relative, a close friend, or someone we met while travelling and agreed to stay in touch with (we all know how that ends up!). Yet there are less “real world” friendships on Twitter. Users connecting with strangers is quite typical. Because of this, Twitter is an excellent place to meet influencers. There are several reasons why connecting with industry influencers should be a goal of our social media strategy.
Learn more about how our Meltwater Social Influencer Tool may assist you, or take a look at the top influencer marketing and influencer management solutions available.
Twitter vs. Facebook: Variations in Social Media Strategies #4
Understanding the Many Peak Engagement Moments
The optimum time and day to publish are crucial factors to take into account when developing a social media strategy. As was noted in an earlier Meltwater blog, our target audience engages at various times. Fannit estimates that Twitter interaction increases by 30% on weekends, with the best hours being between 1 and 3 p.m.
If we are aware of the ideal posting period, we can plan posts using social media monitoring tools, such as Meltwater’s Media Intelligence platform, to make sure we don’t miss the window of opportunity for engagement and to lay the groundwork for a successful social media strategy.