Friday, September 17, 2010

Are Twitter Followers Better than Facebook Fans ...

From eMarketer 


Twitter more likely to induce advocacy and future purchases

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Marketers looking to push out the most effective messages to opt-in recipients must understand how audiences differ across channels and what causes them to connect with brands. Marketing venues that seem similar may differ strongly if their users have different needs and motivations.
According to the final edition of ExactTarget’s “Subscribers, Fans and Followers” report, the differences between email, Facebook and Twitter also include their influence on customer loyalty.
Daily Twitter users who followed a brand were more than twice as likely as daily Facebook users who “liked” a brand to say they were more likely to purchase from the brand after becoming a social media follower. What’s more, Facebook fans were the most likely group to actively disagree with the question. Subscribers to opt-in marketing emails fell in the middle.

US Internet Users Who Are More Likely to Purchase from a Brand After Becoming a Subscriber, Fan or Follower, April 2010 (% of respondents)

The pattern among Twitter followers, email subscribers and Facebook fans was similar when asked about whether they would recommend a brand. A third of Twitter followers said they were more apt to make a recommendation now that they followed a brand, compared with 24% of email subscribers and 21% of Facebook fans. Again, those who “liked” a brand on Facebook were most likely to actively disagree with the statement.

US Internet Users Who Are More Likely to Recommend a Brand After Becoming a Subscriber, Fan or Follower, April 2010 (% of respondents)

A February 2010 survey by Chadwick Martin Bailey also found that Twitter followers were more likely than Facebook fans to say they had an increased chance of buying or recommending the brands they connected with in social media.
These factors make Twitter followers attractive to marketers, but as the ExactTarget report notes, because of Twitter’s much smaller user base just 3% of US internet users follow a brand through the microblogging service. Those who do follow brands on Twitter are likely to be influencers in general, while Facebook users are more like the average consumer. And since Facebook users often become brand fans on the site because they are already fans in real life and want to use the brand as part of their self-image, it may be more difficult for them to actually increase their spending or advocate for the brand more than they did before “liking.”



1 comment:

  1. Fan-page is without doubt one of the best ways to go, if you are looking to advertise your business. You can also build your own Facebook fan page and men and women's markets and businesses! Many organizations do not recognize on Facebook, so it could be a huge advantage if you have to create a sizable fan page, and has thousands of followers.

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