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Study: Facebook engages fans and followers more than Twitter

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Even as you look to the left side bar on this page, you may notice numbered statistics on whether this article is being shared mostly via Facebook, Twitter, Google+, LinkedIn, Pinterest, or other social media sites. But a study by Socialbakers conclude that Facebook has the highest success rate of engaging brand fans thanks to its multimedia levels of sharing.

Unlike Twitter, which limits social interactions to 140 characters per post, Facebook gives fans the option to view photos and videos of a brand product as well as the ability to comment and like status and news updates. This type of engagement helps fans feel more connected and personalized to the brand, making the social space open enough for them to start conversations with brand representatives rather than just viewing streams of live updates on Twitter. Some fan pages also allow people to upload their own media on fan albums and make them feel further involved in increasing brand popularity.

As seen in the chart above, Facebook is the primary winner for most major brands in reaching their consumers via social media, but Twitter takes the cake for Oreo. According to the study, the spike comes in a tweet for Oreo’s 100th birthday anniversary which asked fans to share their Oreo moments. Supposedly, short descriptions of moments, feelings and anecdotes work better on Twitter, and can be spread out virally faster than it can in Facebook.

The same can be said for Skittles, which recently posted a tweet for fans to contribute funny jingles and riddles. Twitter is great for short, punchy lines that are quickly shared to followers, and it is also better for crowd-sourcing data if you are looking for a particular type of customer. The system makes it easier to sort through replies than Facebook comment chains.

Still, it is easier to define fans through Facebook than Twitter because Facebook sets fan pages up in a way where brands can see “insights” of the diverse range of activities on their pages. Twitter, on the other hand, can help only brands monitor their engagement levels by seeing how many followers they are getting, and how many replies and retweets are sent. Brands that do not have social media experts to help tweet customized posts also end up utilizing a tool to auto-tweet updates, which adds less personality. While the same can be done via Facebook, the shared links allow for more room to let fans comment than to just glimpse at headlines and move on.

If you’re running a fan page and you want to increase the level of engagement, remember to treat every fan as valuable assets. Reply to comments and thank fans for contributing their thoughts, and don’t ban or delete negative comments unless they are extremely offensive. You want to be as open and transparent as possible on social media networks, and give fans a place to have their opinions heard.

Image Credit: Socialbakers