Posted by Jennifer Heckner, Project Coordinator
While they are often lumped together when talking social media or sometimes mentioned interchangeably, Facebook and Twitter are really quite different.
And if we want to make the most out of using both platforms for business, it’s important to understand how consumers approach each one.
First off, consider the type of connection each offers – one referred to as friend, the other called a follower. Facebook has long been viewed as a tool to make more personal connections with family, friends and other acquaintances … a way to share photo albums, initiate conversations and, ultimately, keep in touch. Twitter, on the other hand, is typically used for more impersonal matters. It’s not so much about cultivating friendships as it is about people who have similar interests and affiliations connecting or simply keeping up with the latest news.
Speaking of the news, people expect to find breaking stories or trending topics on Twitter. The 140-character limit per post makes it the perfect format for quick updates (with the option to add links to more complete coverage). Facebook is used to communicate news to some degree, but logging in to scroll through your newsfeed doesn’t seem to carry that same sense of urgency.
How does customer feedback play into Facebook and Twitter scenarios? With Facebook, unhappy patrons are able to share a lengthy post on their own timeline or on a company page that spells out all the details of a bad experience. Twitter users can broadcast an abbreviated version of their public rants for all followers to see and have additional reach when adding hashtags. The same process goes for positive reviews.
One more difference to note is the life-cycle of posts. Twitter is more in-the-moment as most audience activity tends to occur within the first hour or so after a Tweet goes live. When pushing out an update on Facebook, that content can garner new likes and comments for days to come.
Facebook and Twitter do have similarities, but they are two totally different social tools.
Whether you implement one or both for business, understanding how the consumer uses each channel is sure to help you develop a more effective strategy.