Social media marketers have long recognized (in social networking terms) that social friends and followers are more inclined to recommend and purchase from brands they are fans of. But with the premise that social networking sites are the place to be, we now consider which of the top sites are most effective for turning a fan or follower into a customer.
Customer Loyalty on Facebook vs. Twitter
A recent eMarketer study compared the influence of customer loyalty between Facebook and Twitter. The study was based on a series of previous findings about motivations for “liking” or “following” a brand, as well as different patterns of engagement, and reports the social media benefits of Twitter to produce a more profitable ROI.
With the appeal of staying up to date and in the know about all the latest happenings of a brand, Twitter attracts an audience much more receptive to marketing messages than with Facebook. The study reported that 37% of participants were more likely to purchase from a brand after following them on Twitter. Only 17% agreed that “liking” a brand on Facebook would make them more likely to become a customer.