My friend and colleague Chris Brogan posed the question: “Which social network is right for you?”.
Our answers differ because our perspectives differ. My perspective is powered by data and analytics. In social media, three categories of metrics are important:
taken from my new book, Marketing Blue Belt
The social network that’s right for you depends on what your goals are. Followers, fans, and Likes are part of audience growth. That’s a valid beginning goal, because if you have no one to talk to, you have nothing to measure. Which social network is most efficient for growing audience for your business? When I look at Facebook and Twitter over the last 90 days, Twitter by far is the easier network for me to gain new audiences.
Facebook growth in 90 days: 60 people
Twitter growth in 90 days: 1436 people
Engagement is an important metric for building rapport with your audience. If no one’s talking to you, no one’s thinking about you. How much engagement are you getting on each social network? When I look at Facebook and Twitter in the last 28 days, Facebook gets a higher percentage of people to pay attention, while Twitter gets me in front of more people.
Facebook organic reach, 28 days: 92/1,480, or 6.2%
Twitter organic reach, 28 days: 879/79,920, or 1.1%
Finally, traffic down-funnel shows how your audience and engagement turn into business impact. Even an offline, brick-and-mortar store should still be able to attract people to your website. They may just use the website for driving directions, but that interaction still matters. Which network brings people to my most important digital property?
Facebook traffic on-site: 3.55% of all traffic
Twitter traffic on-site: 10.01% of all traffic
Which network is the best for me? My goals are to get people on-site to read, subscribe, and perhaps even buy a book. Traffic down-funnel matters most to me, and that means I’ll continue to focus on Twitter for now.
These numbers aren’t fixed in stone. Re-evaluate them every quarter or every month to see how they change over time. Today’s hot social network may be tomorrow’s MySpace!
Which social network is right for you? The network that’s most aligned to your goals. Do your homework, then decide.
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