Brands need to make the decision as to which social platform they should focus on in order to gain maximum fan engagement. So, we looked at 12 key industries and examined whether brand activity on Facebook or Twitter can engage fans better and what are the reasons.
For the Media, the best channel is Twitter
When studying media performance on both social platforms, we found out that media post on Facebook five times less than brands. The Media engagement rate is only 47% of what brands reach on Facebook. On the other hand, the media engagement rate on Twitter represents 88% of what brands achieve on Twitter. Typically, media won’t reach high engagement rates (between 0.005% to 0.10%), which maybe acceptable as a media audience interacts mostly in the form of retweets, through which followers express acceptance, understanding, interest in and support of the tweeted information. However, Media just as anyone else could interact with higher engagement on Twitter if used properly. Unfortunately, the vast majority of media outlets haven’t quite yet discovered the full potential of Twitter to attract new readers but rather chose, perhaps from a lack of resources, to use their Twitter handles purely as outbound syndication channels linking to their articles without much real interaction.
FMCG and Electronics brands are slightly more effective on Twitter
According to our statistics, FMCG brands tweet more than they post on Facebook. Their tweets are also more effective and reach relatively higher engagement rates than posts that these same brands publish on Facebook walls. Alcohol, automotive and beauty brands perform just as well on Twitter as they do on Facebook. For example, automotive brands post a lot more on Facebook than they tweet. This doesn’t change the fact that their Twitter engagement rate is also very high. Pictures are actually the reason why the results lean slightly more in favor of Facebook. When automotive brands post a picture of a new car model, the engagement rate simply skyrockets.
Our statistics show that although Telco brands tweet a lot, their engagement rate is quite low. Telcos, in particular, have a great opportunity to use Twitter to settle customer complaints in an open forum and even seek out their competitors' disgruntled customers to increase their own customer base. Telco Social Media Managers would do well to seize this opportunity. Airlines show similar results and have the same missed opportunity on Twitter. In both cases, Facebook currently proves to be the more effective communications platform. It gives these companies more room to post their messages and apparently, fans enjoy them more. However, a balance can and should be struck between the two, leveraging the benefits of each.
We encourage all brand managers to take a look at the results for their industry. It not only saves time, but also enables them to allocate resources to the platform that can bring them a higher return on investment. As a general rule though, both Facebook and Twitter are important and should not be neglected by any industry that wants to excel in social media. Content should also be selected and optimized to each channel. Some messages may be more appropriate for Twitter and others for Facebook. It’s not a simple task, but knowing your audience, understanding the channels and having good tools will make it a lot easier.