Twitter and Facebook – Two Very Different Broadcast Channels

If you spend time buried in all things social media, you probably feel somewhat confident chatting with prospects and clients about it’s impact and how it’s a game changer. However, when I found this article from DIGG, I realised again there still much to learn and I think it’s very much an evolving and moving target. I’m still cautious of those who profess to be “Social Media Experts” or “Guru’s”.

I read a great report from ExactTarget which showed Australian facebook users, in the 18+ age group, are very much an evening crowd. In other words, facebook isn’t really a day time or work space tool. I didn’t really think about it, but assumed Twitter to be much the same.

Well…. I was wrong. 

Buddy Media, the social media engagement company, recently completed a study of 320 top brands on Twitter — Fortune 1000 companies like Coke, American Eagle, Microsoft, and Nike — looking at what works and what doesn’t to get maximum engagement, and the greatest degree of virality.

Source: Digg and Buddy Media














One of the surprising findings is that the best times to engage on Twitter is almost opposite the best times to engage on Facebook.

It seems that everything we know about facebook doesn’t really translate to Twitter. We generally don’t assume traditional communication channels are all the same, I think we need to apply that same thinking to Social Media. e.g. TV and Print are communication channels, but very different.

“That’s one of the interesting things we found,” Ciarallo said. “On Facebook, you see better engagement in ‘non-busy’ hours … after work time. On Twitter, you see better engagement in ‘busy’ hours.

One Thing To Keep in Mind

The data about Twitter comes from a US based firm and seems to be largely US data. The ExactTarget data is Australia specific. People behave differently when it comes to Social Media in the US and Australia, don’t assume they’re the same.

About Derek

Derek has worked in the Sales & Marketing Consulting and CRM industries for over 17 years. He's consulted to companies here and overseas helping them develop processes to support their lead generation, marketing and sales businesses. He sees CRM as an enabler and not a solution by and of itself. Implemented with users in mind and a clear view of defined processes, companies can derive great value from their CRM.

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