Marketing and Social Media for Facebook and Twitter, what are the differences?

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It is no secret that Social Media channels are a vital tool and essential for any successful Marketing strategy. Facebook and Twitter provide a way to connect with your customers, increase your reach, promote products and offers, as well as share important company information.

It is important to keep in mind that although Facebook and Twitter are a great addition to your Online Marketing strategy, the two social media channels speak a different language. Depending on the company and the services they offer, auto uploading the same post across all Social Media channels can seem impersonal and robotic. Before posting on either site, make sure you understand that people utilize the two platforms for different reasons; you need to know how to customize your postings for each site.

Here are some tips on how to manage postings on Facebook and Twitter:

Length-

  • Less is more on Twitter, no more than 140 characters. Tweets between 120-130 characters have the highest click through rates.
  • Facebook has a limit of 420 characters. However, if you add a url to your post, you have an endless character limit. We suggest keeping your posts to 4 or 5 lines to help you receive more engagement from viewers. No one wants to read a novel on your page – keep your postings short, sweet and to the point.

Photos-

  • Twitter- be selective. Make sure that the photo is relevant, exciting, and easy to understand.
  • Facebook-the more pictures, the better. Make sure the photos are high-quality and add a description so the viewer is aware of what they are looking at.

Personal Involvement-

  • Twitter- participating and replying are very important. The percentage of personal responses to organic Tweets should be 50:50.
  • Facebook is a great forum for opinions. Post open ended questions so readers will participate in the discussion. Even though this has the potential of opening yourself up for negative feedback, it also allows you to publicly address the issue should one arise.

Frequency-

  • Twitter is fast moving. Post often, but be sure that the information is relevant, do not post if you don’t have anything to say. Tweeting more than once per hour can decrease your click-through rate by 200%!
  • Facebook has a ranking system based on how recent your posts are and the amount of interaction followers have with you. User’s newsfeeds move fast, but not as fast as Twitter. We recommend businesses post once, or twice a week.

Language-

  • Twitter posts should be brief and retweetable. You can post the same type of content on Facebook and Twitter, however the verbiage should differ. Use short hand and hash tags only when necessary to meet the character count. Tweets should be informal but professional enough to be retweeted by your followers.
  • Facebook posts should be engaging and visual. There is a larger opportunity for users to comment and share links then on Twitter because it is easier to see conversation history. Links also have a 20% higher referral rate when personal comments are provided.

Using these tips and understanding the differences between the two platforms will ensure that your content and verbiage fit your follower’s needs. For more great tips, check out this article from Hubspot.

-Kerry Lucy, Account Manager

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