SearchOptics

A recent Forrester study challenged conventional wisdom by stating that Twitter followers may have the potential to be more valuable than Facebook fans. The study noted that Twitter followers are more likely to buy from brands they follow (37% vs. 21%), and recommend brands to friends (33% vs. 21%).

But one can not ignore the powerful advertising opportunities on Facebook. With 550 million members worldwide (165 million in the U.S. alone) Facebook offers a unique opportunity for content to be shared among friends. Word of mouth has long been recognized as the most potent form of advertising, and right now there is no better place where people can share brand sentiment as quickly or as powerfully as on Facebook.

So what is the difference between a  fan and a follower?

While both social media channels are interactive, one important distinction is the “push” vs. “pull” marketing dynamic deployed on Facebook and Twitter.

• Facebook brands often connect with fans by providing incentives and rewards for interaction. This often involves more push marketing, making third-party offers to obtain fans.
• Twitter is often leveraged as a “pull” medium. Followers are likely to initiate conversation, seeking out brands to either compliment or complain. This provides brands with the opportunity to engage in the moment to remedy a bad situation and to build brand loyalty.

Perhaps a successful social media strategy is not about figuring out the monetary value of a Facebook fan vs. a Twitter follower, but rather involves understanding the opportunities and advantages of both.

For more information on how Twitter, Facebook and Social Media can help your dealership, visit the Search Optics website at www.searchoptics.com.

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