Social selling. Difference between Facebook and Twitter

sasha uritsky

Feb 03, 2015

There are obviously some key differences between Facebook and Twitter that make them appealing to different people as well as businesses. If possible, businesses should try to leverage both networks in their marketing and sales efforts.

But marketing approaches for each network differ. Consequently social selling approaches differ as well. Here are some major differences of the two networks that impact sales strategy:

- Twitter lets all the accounts commingle, Facebook makes a definite distinction between business and personal. This can be an issue because a business page cannot proactively connect with individuals with personal profiles. Individuals have to first like a business page and still the business can’t reach out to them directly unless they message first. This is not the case with Twitter, as anyone can follow pretty much anyone.

- Facebook preferred way to market products and promote online sales can be compared to a showroom. The prospects can see the product and purchase it through some other channel, however engagement (with prospects) is limited to friends and followers. Hence growing the number of friends and followers becomes a critical task on Facebook. Twitter does not offer promotional capabilities but engagement activity is not limited to followers. The engagement on Twitter is therefore more straightforward and can lead to direct sales.

- Facebook user data is typically open to friends or followers. Twitter data is typically open to the entire world.

- Twitter is fast (minutes). Facebook is slower (hours and days).

- Twitter is more about building a brand identity. Facebook is more about business relationships.

To summarize, a direct timely engagement could be a good strategy on Twitter. In a typical scenario a user tweets that she needs a taxi or asks where to dine tonight. A taxi company or a relevant restaurant engages in a conversation and secures a customer. It is an efficient approach with immediate ROI.

On Facebook a good strategy is to grow and educate a community of followers. Facebook is excellent for promotional campaigns. This is a longer-term strategy with effects not visible until after several months.

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How AI is changing the work landscape

"For better or worse, robots are going to replace many humans in their jobs,” says analysts from BBC, and the coronavirus is speeding up the process. Consumer preferences are evolving and recently consumer behavior demonstrates that we as a society have become more tolerant accepting of using automation in our daily routines.

In the professional workspace, most if not all companies have moved towards working from home. Given the unprecedented times, recruitment, the employees management, and the corporate governance processes and communication have moved online. As a result of pandemics many companies are experiencing hiring freezes, but many others have moved their recruitment efforts online. A few companies have begun piloting recruitment with the help of artificial intelligence. They are now leveraging AI to conduct online interviews and assessments and deliver data back to the employer. Now more than ever, companies are realizing the importance of moving towards a remote-friendly workforce. Being able to scale human capital on a larger scale online has definitely been accelerated recently.

I know for myself, as a current student who recently had their internship offers rescinded due to COVID-19, I’ve put myself back into the market. I’ve seen both small businesses and corporations utilize screening questions, video pitches, and unique riddles to test students’ critical thinking and how they fit into the company culture. This experience in itself has been revealing – after so many years of in-person interviews to suddenly having to emulate the same energy online or via video. Given the adjustment, at times it definitely felt unnatural to sit in front of my computer camera and pitch myself or answer video questions. However, going forward, I can see how automation and online platforms will become more explored given the time it saves and the bias it could remove during the recruitment process.

Yet it is not just a change in the recruitment process that we are seeing. The customer service environment, as I have seen first-hand, is under large stress. One of the first calls I had made was to an online retailer, to try and put in a return order. What seemed to be an idea that everyone else had as well, I was put into a queue that lasted more than 30 minutes. After hitting that 30-minute mark, I gave up and put off the task for a later date. Now, a month later, more and more companies are adopting chatbots and artificial intelligence into their customer service processes. These companies are beginning to provide information in a more efficient manner, and with less human capital.

Moving forward, in the next few months and post-COVID-19, it would be interesting to see which companies are focusing more on their digital transformation efforts. I believe that a larger number of universities and educational institutions will partner with tech companies to help digitize their working environments. And private businesses will continue to implement some of the already existing practices and produce products that cater to the remote working lifestyle and online interactions.

Is Anonymity the Future of the Internet?

Right now we're in a world that sees transparency as the new form of integrity. Right now we're in a world that understands that reputation is everything. Loyalty is somewhat fleeting as consumers, armoured with this incessant flow of knowledge from the web, have the ability to make swift judgements and decisions about individuals, companies and governments, often times to the detriment of the target.

The emergence of social media has forced companies to stop hiding from behind that veil of corporate spin and address the very things that the web has thrown at them. Nothing is secret any longer. Even secrets that were once held secure behind invulnerable fortresses now have a strong probability of materializing today.

Is transparency as a norm working? Or, are the results of transparency surfacing a new order that will create yet another tier of acceptance from the masses?

"Anonymity is Authenticity"

Following the death of Rahteah Parsons, who, after being assaulted by 4 boys, was tormented relentlessly by classmates and other kids on social networks; and also following the suicide of Hannah Smith, who experienced the same torment, it's clear the internet has evolved to an era that has given free reign to voice an opinion and use like-minded affiliations to express and further spread that opinion. In these cases, anonymous profiles proliferated the incessant stream of hateful attacks that eventually wore down both girls' defences.

And while I originally argue that anonymity was a cowardice state that allowed people to be and feel comfortable being the anti-self that runs away from accountability, my stance has seen another side of this coin.

Anonymity is Safe

It becomes clear that humans, while inherently social, are discriminating of the things we disclose and to those to whom we share.

If transparency breeds contempt, then anonymity should build acceptance

The freedom to express opinion and judgement without feeling guarded, or without fearing others linking you to a statement is indeed liberating. And while this free reign may take the form of a soapbox soliloquy or criticisms (and perhaps bullying attacks) against opposing views, there is a large segment of users who want the ability to share a secret, or have a place to vent their frustrations or challenges -- without the fear of reprisal.

Despite revelations from Snowden and the NSA that nothing on the net is private, this does not stop the wave of user adoption for applications like SnapChat, Whisper or Secret.

Here are some recent stats for Snapchat from Mashable

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I've recently downloaded Whisper and my experience has been more than liberating. It has allowed me an outlet to record my hopes, desires and more importantly, my anger and not-for-public emotions. Being judged in real life or on social takes its toll. If my reputation precedes me, then I will be discriminating about what I say in places where my content and identity are linked.

Popular opinion just doesn't matter. It's irrelevant. But I want to track progress in my life: my emotions, my dark moments, my personal observations, my milestones -- all in my own digital diary.

Why shouldn't users have the option to keep part of their identities secret and separate?

It's up to the next generation

This new medium has created is an endless volatile loop of positive and negative reinforcement. While transparency has extreme benefits, there are just as many negative consequences that have come as a result of creating this honesty within social channels. Society continues to send the wrong message to Millennials and GenZers, warning them to be more discerning and to suppress who they really are as individuals... warning them of the potential consequences should they venture down the wrong path.

How we communicate today poses tremendous issues for this younger generation. Their experiences are grounded in the fear of being vulnerable... fear of being misjudged... fear of not being accepted... fear of being punished. When the next generation grows up, it'll be up to them to shape the landscape and determine how to balance the impacts of transparency and anonymity.