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.