For the past three days I have been talking about why I am not convinced that Facebook is better for business than twitter. This is the fourth in five posts I am writing in response to 5 Reasons why Facebook is better than Twitter for your business.
While I am a Twitter fan, I believe there is a lot of value in participation on Facebook as well, however, to provide reasons why Facebook is better than Twitter without describing what Twitter has to offer is leaving out half of the story.
4. Advertising Platform
While Facebook’s advertising platform within the Facebook interface offers very good targeting opportunities for advertisers and I agree with everything Mr. Smith is saying in his description of advertising on Facebook, there are ways to advertise using Twitter as well. Take a look at Magpie. As a twitter user, you get to share ad tweets with your followers if you approve of the ad that Magpie offers you.
Do I like the fact that I am receiving ads on Twitter? No, but the point is that there are ways to advertise with Twitter click through rates with Twitter still seem to be pretty high. With Facebook you can pay per click or per impression. I like to think of Facebook ads more like banners and Twitter ads more like Google AdWords. Twitter ads tend to be more editorial in nature and if the tweeter is respectful of their followers they will only allow ads that will add value to their followers. I know that this won’t always be the case, because there will be people that allow all ads, but I’ve seen many ads served to me on Facebook that haven’t been correctly targeted either. Recently though, this is infrequent, so either Facebook or the advertisers are doing a better job with their targeting.
The problem with leaving the targeting in the hands of the advertiser, is that not all advertisers are created equal. I.e. some have better knowledge about targeting than others and some just don’t get it at all.
On Facebook at least you know it’s an ad though. Sometimes on Twitter you’re not given the disclaimer information although what I have seen from Magpie does.
The option to vote on advertising that a Facebook user sees is helpful as well. I.e. the Facebook user gets to tell Facebook what kinds of ads they are interested in, thus allowing Facebook to personalize the ad content to each user. And that’s value to the user, and value is good.
Bottom line up front: If you are an advertiser on Facebook or a publisher of ads on your twitter feed, the more value you ad for your customer and/or follower, the more respect you will receive, the better the ad will do and the more return you will see.