Analysis says Facebook is different from Twitter user marketing

Introduction: The Forbes website writes today that the marketing characteristics of Facebook and Twitter users are different, and that major brands should have a deep grasp of their respective strengths in social media marketing, rather than simply calculating how much money is worth. The following is the full text of the article: Facebook's "fans" and Twitter's "attention" (follower) compared to the value of the major brands, is a hot topic in the near future.　　As advertisers shrink their budgets, knowing the answer to the question is the key to assessing the return on social media investment. A recent study by Forrestor, a market-analysis firm, has overturned perceptions. Future Twitter followers will have a higher business value than Facebook fans, the report said. While it is still not accurate to determine the absolute number of both, the report points out that Twitter followers are 37% more likely to buy branded products they care about than 21% of Facebook's followers, and that the chances of recommending these brands to friends are 33%, as well as 21% of Facebook's followers.　　These two figures are the benchmark for measuring the effectiveness of social media branding. But Facebook's marketing opportunities are unmatched. Facebook has a global audience of 550 million, and a 165 million U.S. user, which is a node for sharing content among friends.　　Speaking has long been regarded as the most effective advertising model, but today, both on the internet and in reality, Facebook is the quickest and most effective way to share brand information. Although Facebook and Twitter are based on interpersonal interaction, a big difference in their marketing approach is "push" and "pull". Major brands often offer a variety of incentives and prizes on Facebook to interact with fans. Their marketing approach focuses on "pushing" and gaining fans by rewarding them. Microsoft, for example, has built a fan base on Facebook using social gaming platforms, to promote the launch of Bing, the search engine. Zynga has FarmVille its fans by offering "farm coins" (Farm Cash) to fan of popular social gaming "Happy Farm".　　Although one-off promotions increase Facebook's fan base, the value of this base is reduced because the rewards offered to users are not linked to the brand. Nike used Facebook's audience culture to make a huge success. It focuses on appealing video content, setting a good example for Facebook's marketing campaign. In the company's global marketing Campaign for the 2010 World Cup in South Africa, the Nike ad "kicking the Future" has played and commented on Facebook more than 9 million times, in yourMore than 20 million views on the YouTube. The video is more of a work of art than an advertisement, and its director is Alessandro, who directed the 21 Grams and the Tower of Babel. G. Inaritu (Alejandro G Inarritu).　　Under its influence, the number of Nike fans grew from 1.6 million to 3.1 million in just one weekend. Twitter features "Pull". The followers initiate conversations, praising or blaming a particular brand. Although this communication may initially be negative, major brands can redeem their reputations and build brand loyalty.　　One example is Best Buy's user support service, Twelpforce, which has responded to clients ' 32,000-time speeches and has nearly 30,000 followers on Twitter. Perhaps a successful social media strategy is not to compute the value of the money of Facebook fans and Twitter followers, but to fully understand the primary advantages of both.　　Augie Ray, a Forrester analyst Oggie Rey, said marketers should be aware that accumulating fans is just the first step in interacting with them to get a return on investment. Companies need to be committed to the relationship with their users to fully tap the value of social media marketing. (Yan Fei)