Source: YCN
The Facebook vs. Twitter debate --and which one is a more effective marketing tool -- continues as another conflicting headline makes its way into the social media ecosphere.
Despite daily coverage of the social network leaders, questions like this one found on Quora, "Are Facebook Likes social proof of anything other than mass opinion," are not uncommon. Though business owners may possess more savvy, the tangible benefits of social media are often difficult to assess, particularly when there is lack of context for a given statistic or success story.
Consider these two headlines: "Facebook entitled 'Likes' more profitable than tweets" via Mashable on CNN and "When It Comes To Marketing, Twitter Destroys Facebook," by Business Insider.
In the Mashable article, the social media centric event company Eventbrite is profiled whereas the company claims that "an average tweet about an event drove 80 cents in ticket sales during the past six months, whereas an average Facebook Like drove $1.34."
Using in-house custom analytics, Eventbrite provided the following social media marketing data on its blog last October: "Facebook equals $2.52, a share on Twitter equals $0.43, a share on LinkedIn equals $0.90, and a share through our "email friends" application equals $2.34."
Given the inherent social nature of events and that people want to attach their name to one as well as encourage participation, Facebook makes good sense. Twitter is useful as well but is less integrated and socially focused, among other limitations it possesses.
Conversely, a December 2010 Business Insider article broadens their Facebook vs. Twitter analysis to include aggregate data from a social media referral platform SocialTwist. Here the company found that "after analyzing more than one million links on both platforms, researchers found that Facebook's shared links average only 3 clicks, while Twitter's embedded tweets generate 19."
SocialTwist is geared toward small business, affiliate marketers and bloggers in particular. As such closer social ties may be less relevant than exposure in generating interest.
Measuring Facebook vs. Twitter for your campaign
When assessing which social media marketing methods and platforms are the most useful for your business or endeavor, it is obvious that it takes some digging to obtain the most relevant results. These tips can save time and money.
* Note that Facebook "Likes" and tweets are not created equal. Many are nonconsumer based, from news sharing to entertainment. Choose social media analytic tools that put numbers in context, providing data meaningful to your industry and goals.
* Reduce information overload by following social media experts and publications that speak to your industry and niche, while being mindful of national or global trends as needed.
* Consider whether time or money generates a more costly investment, particularly in the initial stages of marketing development. It may be more cost efficient to outsource social media marketing efforts to a professional.
* Think local or niche (again). Whether looking for information or soliciting the services of a professional, search profiles and directories by location and keywords. Sample numerous social media marketing blogs and publications to find the best matches.
* Focus on one campaign at a time. If opting for a dynamic, effective Facebook page, for instance, ignore most the chatter on Twitter for awhile. When ready, employ a second or third social media platform to complement another, be it Facebook, Twitter, Tumbler, LinkedIn or otherwise.
* Take advantage of free trials when reviewing social media marketing applications and avoid premature commitment without a thorough understanding of the most germane measurements -- be it click-through rates or otherwise.
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The Facebook vs. Twitter debate --and which one is a more effective marketing tool -- continues as another conflicting headline makes its way into the social media ecosphere.
Despite daily coverage of the social network leaders, questions like this one found on Quora, "Are Facebook Likes social proof of anything other than mass opinion," are not uncommon. Though business owners may possess more savvy, the tangible benefits of social media are often difficult to assess, particularly when there is lack of context for a given statistic or success story.
Consider these two headlines: "Facebook entitled 'Likes' more profitable than tweets" via Mashable on CNN and "When It Comes To Marketing, Twitter Destroys Facebook," by Business Insider.
In the Mashable article, the social media centric event company Eventbrite is profiled whereas the company claims that "an average tweet about an event drove 80 cents in ticket sales during the past six months, whereas an average Facebook Like drove $1.34."
Using in-house custom analytics, Eventbrite provided the following social media marketing data on its blog last October: "Facebook equals $2.52, a share on Twitter equals $0.43, a share on LinkedIn equals $0.90, and a share through our "email friends" application equals $2.34."
Given the inherent social nature of events and that people want to attach their name to one as well as encourage participation, Facebook makes good sense. Twitter is useful as well but is less integrated and socially focused, among other limitations it possesses.
Conversely, a December 2010 Business Insider article broadens their Facebook vs. Twitter analysis to include aggregate data from a social media referral platform SocialTwist. Here the company found that "after analyzing more than one million links on both platforms, researchers found that Facebook's shared links average only 3 clicks, while Twitter's embedded tweets generate 19."
SocialTwist is geared toward small business, affiliate marketers and bloggers in particular. As such closer social ties may be less relevant than exposure in generating interest.
Measuring Facebook vs. Twitter for your campaign
When assessing which social media marketing methods and platforms are the most useful for your business or endeavor, it is obvious that it takes some digging to obtain the most relevant results. These tips can save time and money.
* Note that Facebook "Likes" and tweets are not created equal. Many are nonconsumer based, from news sharing to entertainment. Choose social media analytic tools that put numbers in context, providing data meaningful to your industry and goals.
* Reduce information overload by following social media experts and publications that speak to your industry and niche, while being mindful of national or global trends as needed.
* Consider whether time or money generates a more costly investment, particularly in the initial stages of marketing development. It may be more cost efficient to outsource social media marketing efforts to a professional.
* Think local or niche (again). Whether looking for information or soliciting the services of a professional, search profiles and directories by location and keywords. Sample numerous social media marketing blogs and publications to find the best matches.
* Focus on one campaign at a time. If opting for a dynamic, effective Facebook page, for instance, ignore most the chatter on Twitter for awhile. When ready, employ a second or third social media platform to complement another, be it Facebook, Twitter, Tumbler, LinkedIn or otherwise.
* Take advantage of free trials when reviewing social media marketing applications and avoid premature commitment without a thorough understanding of the most germane measurements -- be it click-through rates or otherwise.
