That social networks have become platforms for the world of online business and that without having an active presence in them it is practically impossible to achieve the online reputation necessary to have a consolidated brand, it is a reality that is impossible to evade.
The analyzes and projections place the active presence of brands in social networks as an essential starting point to achieve success in any online business.
However, there is still confusion between the benefits of the main social networks in relation to the different marketing strategies adopted, normal confusion on the other hand if we take into account that the emergence of Social Media is relatively recent and that its growth has been especially exponential. , since last 2009.
If we focus on the technical differences of the social networks par excellence: Facebook and Twitter , we can determine that Facebook is a social network where users share their needs and interests both professionally and personally, thus consolidating itself as the social network worldwide while Twitter is more of a real-time search engine and a platform for the viral transmission of information.Facebook functions as a meeting place for people with similar needs and interests, while Twitter aims to be the platform where information is shared and news is distributed in real time.
Additionally, Twitter works as a vital tool for SEO since the visits that are achieved through the links are exponential.
In relation to marketing campaigns, the differences between the two platforms stem from the number of registered users for each of them, with the market share covered by Facebook being considerably higher.
Facebook is more personal while Twitter is more professional . On Facebook, security and privacy continue to be a matter of no less debate, while on Twitter the added value is greater the more people access each Tweet.
Here we find another fundamental difference, while on Facebook the right to privacy and personal identity is predominant, on Twitter the vocation is public service.
To develop a specific marketing strategy, it is necessary to take into account the way in which the users of each of the social networks relate to the brand.
Twitter promotes brand consolidation businesses and acceleration of the purchase decision , while Facebook is more effective in identifying needs and based on them establish variations to marketing strategies, providing them with the dynamism that underlies the identified needs.
Twitter is more influential while Facebook is more decisive for brands.
However, to choose the right marketing strategy and the most suitable platform for our business, it is essential to evaluate a series of determining variables:
– Users and traffic , in this item Facebook is advantaged specifically in the times of permanence in the social network– Consumers , Facebook also has an advantage in this category since the possibility of sharing detailed information is of greater interest to the users of a brand, although Twitter does not lose ground since it has the advantage of its 140 characters that capture the attention of any user.
Business centers , here Twitter takes the lead by consolidating itself as the ideal platform for viral marketing strategies whose effectiveness lies in word of mouth.
In relation to the study of the competition and the determination of added value, Twitter has an advantage since it allows monitoring in real time what is said about the brand and/or the products offered.
The possibility of building communities around the brand is much more complete and direct, so the benefits of a viral marketing campaign are much more complete on Facebook than on Twitter.
If we talk about the beneficial effects of a marketing strategy analyzed externally, although Twitter was superior to Facebook, due to its greater presence in Google searches, both social networks are currently on a par after the inclusion of related searches and the increase of its presence in the results returned by Google.
Finally, direct network communication is more effective on Facebook thanks to its instant messaging.