Jan Knight Marketing: To Tweet or Friend?
Jinfo Blog

Sunday, 12th December 2010 Sign in to MyJinfo or create an account be able to star items Printable version Subscribe via RSS to get updates as soon as Blog items are added

By Jan Knight

Item

How do businesses make the most of marketing opportunities in social media? Should they Tweet or Friend? Entrepreneur Magazine (December 2010) notes that Twitter provides a better ROI (Return on Investment) with its 'quick-hit approach' to a predominantly tech savvy audience. It cites pros and cons for Twitter and Facebook based on a recent study by SocialTwist, (http://tellafriend.socialtwist.com) a social media marketing firm.

SocialTwist analysed more than a million shared links through its Tell-a-Friend widget. While Twitter accounts for only 5% of traffic among all social network sites versus 78% for Facebook, Twitter’s tweets with embedded links get 19 clicks, versus Facebook’s three clicks on its shared links.

TWITTER PROS - Twitter has over 165 million registered users sharing 100 million messages a day. Many of the users in the 'Twitterverse' are technologically savvy and include many social media professionals. A new interface allows users to share videos and photos from at least 16 different media providers like Flickr and YouTube through its split screen. Tweeters can also use additional third party applications such as the ability to schedule tweets ahead of time.

TWITTER CONS - Security issues, although recently attended to, are still on the minds of some users as they choose whether to click on unknown, shortened URLs. Dependability is another issue that users have to be patient with as frequent service outages still exist. Twitter has also been equated to a 'cocktail party' where people 'flitter around, listening to conversations and partaking in ones they find interesting – but it’s off to the next, new thing within minutes'. This can make it difficult to hold someone’s attention when you’re attempting to market your business.

FACEBOOK PROS - Facebook has over 600 million and is known to be more dependable than Twitter in terms of outages of service. Users have also had more flexibility in sharing links, multimedia and games for much longer than they have had that opportunity in Twitter.

FACEBOOK CONS - Businesses may find it difficult to reach the right audience given Facebook’s more general audience that includes grandparents, children, millennials and baby boomers. Companies may need some expert help to determine how to create and target their message to their own specific markets. Whereas Twitter has been described as a 'cocktail party', Facebook is characterised as being more like a college 'dorm' in that it takes weeks or possibly months for people to become real 'friends' and thus not a place for the hard sell. It’s more of a long term proposition.

Twitter and Facebook are different and businesses need to think strategically about whether to use either or both of these tools, and how to create campaigns that take advantage of the strengths of each one.

« Blog

What's new at Jinfo?

Focus on Value Chain

Document the value chain, and transform the way you think about, manage and report on your product portfolio and your information service contributions to your organisation goals.

Focus on Value Chain


Focus on Risk Assessment

Risk assessment is a required process for a healthy information department. It gauges the ability of your services, team, portfolio and overall value to withstand stress.

Focus on Risk Assessment

Sorry, there seems to be a problem with Webinar and Community listings. Please let us know, by email to support@jinfo.com. Thank you.

Benefit from our research

Our proven processes, resources and guidance will help your team make the shift from transaction centre to strategic asset.


Workshops

Designed around the most common challenges and pain points for time- and resource-strapped information teams

Supercharge remote productivity and value
Holistic content portfolio management
Future-proof your information service
Executive-ready communications


Briefings

A tailored overview of our research and active discussion with your Jinfo analyst.


Assessments

Measure your starting point to articulate your strengths and set priorities for future improvements. Assessments gauge risk, capacity, value and more.


Read case studies, and start the conversation:

Consulting benefits

Connect your team with the practical tools, original research and expertise to build and support information strategy in your organisation.

A Jinfo Subscription gives access to all Content (articles, reports, webinars) and Community.

Subscription benefits