Brands believe Facebook far more effective than Twitter for getting message across
Facebook is the most effective social networking platform for brands to get their marketing messages across to consumers say 80% of companies, whereas Twitter’s “impersonalised web service” is considered effective by only 45% of brands, according to research.
The survey by web development agency Sense Internet claims that some brands have experienced a massive 200% surge in sales after setting up a brand page on Facebook, and believe it is a key weapon in their marketing armoury.
Forget Twitter, the report insinuates, Facebook is king. Which in terms of user numbers, it certainly is – it has 400m members and is forecast to hit the 500m mark in June.
Publication of this research follows close on the heels of Facebook’s announcement that it is relaxing restrictions on the storage of user data, a move that gives developers greater flexibility in interacting with users. According to Sense Internet, this will allow for more complex and targeted marketing than possible before.
But what the report fails to mention is that it is Facebook’s relaxation of data restrictions that has attracted condemnation from privacy campaigners – arguably making it a less trusted social media platform and thus a less effective marketing platform.
Aidan Cook, Sense Internet’s managing director, said: “Companies that view Facebook as a simple friend management tool are missing out on a really beneficial social media platform.
“Facebook enables companies to connect with their customer base and have an honest, two-way conversation with people who use their product.
“Although Twitter attracts a lot of attention at the moment, Facebook is still the dominant social media platform and should be the first stop for any brand that is looking to build followers and drive sales.”
So far, so obvious. But Sense Internet itself acknowledges that Facebook’s growth has slowed, whereas Twitter’s sign-up levels are rocketing. Cook argues that Facebook’s “maturity” is one of its key strengths.
“It is this maturity of Facebook that makes it attractive to consumer brands, as the majority of users treat the site as an extension of their social life – making it imperative for companies to penetrate this sphere,” he said.
But maturity in social networking is not necessarily a good thing – take Friends Reunited. Its maturity is approaching decrepitude, some would argue, and its previous success fell victim to a lack of inertia that was quickly exploited by the rise of Facebook, MySpace and others.
So brands should underestimate the marketing potential of relative newcomers such as Twitter at their peril; and take note that the mighty fall.
Sense Internet quizzed 1,045 UK consumer brands that have used or are looking to use social media as a campaigning tool.
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All Comments
The reason for that is simple – companies still can talk AT consumers and tell them whatever message they choose on Facebook. On Twitter, they have to make the efforts to have a conversation – the messages HAVE to flow both ways. Companies don’t like that.
I agree with Omar that Facebook has a level of comfort for brands – but how many are actually using that presence to talk with people? The truth is that engaging in social media for brands takes time, patience and openness. It’s not just about being there, but what you do once you’re there.
First of all the user of Facebook & the user of Twitter do – to some extent – completely different things as those two services offer different capabilities. As Twitter is mainly sharing links, short information & conversation – on Facebook there are lots of other options to choose. Moreover there are also special tools such as fan pages to gather fans of the brand who can be communicated with in various ways. Even as a user I find FB more useful to me hence I spend more time there
It is really early days for Twitter on the whole ad front. We need to see this research after Twitter’s promotional tweet program has been up and running for a while.
Be interesting to see where the most rewarding relationships consumers think are formed – on Twitter on Facebook?
The impact of Facebook is obviously massive – just a month or so ago it overtook google with the number of hits – so I wonder then if it will affect the profits they make from AdWords… I don’t see people searching for services on Facebook instead of google search engines (however clearly people are “finding” services on Facebook)- but perhaps I am already behind the times!!
I agree with Omar. Brands certainly feel that way since the Like button makes it easy for them to garner fans and followers.
But as a customer, I have so far been converted only by a company’s Twitter presence. The company’s Twitter account helped me find an answer and continue to talk to me on occasion on mutual interest.
Fanning a brand on FB has only been a way to open another conversation with long lost friends or new acquaintance.
By numbers, it may look as if FB marketing does a better job but, as customer, I am more impressed by companies Twitter’s presences.
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