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November 07 2013

How to market on Facebook vs Twitter vs LinkedIn

market Facebook vs Twitter vs LinkedIn

Lead generation and customer acquisition through social media is not a new concept in online marketing, although there are many companies that are not using it to expand their client base.  The "Big Three" in social media are FacebookTwitter, and LinkedIn.  Each one offers rich opportunities for acquiring clients if you tailor your marketing efforts to that social network's primary subscriber base.

The disparity in form and function from one social networking site to another can also be found in the differences in their potential client pools.  What kind of clients will you find on each of the three major social networking sites?

  • LinkedIn - White collar, college-educated individuals seeking professional contacts, advice, and information.  Companies gaining brand exposure, contacts, and B2B relationships.
  • Twitter - Generally a younger user base (18 to 32); streaming "social chatter" about personally significant events, thoughts, opinions.
  • Facebook - Most varied demographics for user base in several areas (age, education, occupation, etc.); less "chatter" and more communication, but primarily on a social/personal level.

recent study by HubSpot claims that LinkedIn is nearly three times more successful than both Twitter and Facebook at converting visitors to leads, for both business-to-business (B2B) and business-to-consumer (B2C) conversions. The study cited the subscriber type as being the reason for this higher conversion rate.  LinkedIn's user base seeks to network with other business-focused, like-minded subscribers.  They can do so without the constant stream of "social chatter" that is generated by users of Facebook and Twitter. In our experience here at Webstetic, we can verify that we receive about 20 Linkedin leads for every 1 we receive from Facebook & Twitter.

In a study by Optify, it is claimed that Twitter is the front-runner for B2B lead acquisition, even though over 50% of social media traffic was driven by Facebook.  Twitter generated 82% of social media leads and had higher visitor-to-lead conversion rates than Facebook and LinkedIn.  A third study states that Facebook generates more B2C leads than its social networking peers. In our case, here at Webstetic it makes sense that we receive a majority of our leads from Linkedin but depending on the type of business you are means you may need to concentrate heavier on Facebook or Twitter if that is where your clients are. 

Diversifying your social media marketing to cover as many avenues as possible will offer you a broader potential audience, but that audience will vary from site to site just as much as the social networking sites themselves differ from each other.  A strategy that works well for Twitter may not be as successful for Facebook, and what is successful on LinkedIn may not work at all with the other two social networking sites.  Through the use of channel-focused campaigns and target-specific advertising, you can enhance the potential of each social media channel and maximize your lead generation efforts.

To learn more about Social Media, download this FREE social media guide today!

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