Amazon founder Jeff Bezos once said: “Your brand is what other people say about you when you’re not in the room.” He was emphasizing that a strong brand is every company’s most valuable asset.
Social media is one of the best ways to build your brand. But there are hundreds of social media sites, so it can be difficult to know where to invest your attention. Many brands try to split their focus between Facebook and Twitter.
Which of these giants is the best for building a strong brand? Let’s look at a few factors to help you choose.
At first glance, it seems like Facebook is the best site to be on. It currently has nearly 1.8 billion active users, which is 2.5 times as many as Twitter.
However, Twitter is actually better for reaching certain demographics. Facebook initially appealed to younger people, but many of them are spending less time there. The average audience age is now over 40.
Twitter, on the other hand, has a much younger audience base. Brands that appeal to younger demographics may have more success tweeting than posting on Facebook.
Branding vs Traffic Goals
Are you trying to drive traffic to your website? Or do you simply want to strengthen your brand presence.
If you want to build your brand, Twitter can be a good option. Popular tweets get a lot of exposure. If you are trying to get traffic to your site, Twitter isn’t nearly as effective.
Dan Zarrella of Hubspot analyzed nearly three million tweets. He found that there was a very weak correlation between clicks and retweets, which shows that many people don’t visit the websites that are linked on Twitter.
Brands that want to get viewers on their website tend to have better luck on Facebook. People tend to click links more often, because they are more engaged and often want to have a conversation about the content with their friends. There are also excerpts and images embedded in the Facebook post, which entice people to visit the site.
No matter which social network you choose, be sure to carefully brand your social profile the same as your site or online presence. This will help with engagement and brand loyalty.
Type of Content You Share
People are looking for different things on both social networks. They tend to go on Facebook to have conversations with their friends and family. They will be more interested in reading detailed information that pertains to their life. Therefore, Facebook is the perfect platform for sharing evergreen content.
When people visit Twitter, they are usually trying to see what is trending at the moment. Tweets that get the most attention are usually timely and often sensationalized.
If your content marketing strategy revolves around sharing newsworthy information, then Twitter is a great option. Otherwise, you should probably stick to Facebook.
Which Network is Best?
We can’t really say that one social networking site is better for branding. Both Twitter and Facebook have unique benefits. It really depends on your demographic, goals and content marketing approach.
Of course, there isn’t any harm in using both sites!