Friday, February 28, 2014

7 Reasons Why Connecting Facebook and Twitter Is A Bad Idea

Aside from this being a huge social media pet peeve, it’s also bad for branding. In today’s blog post, we will share 7 reasons why connecting social media accounts is a bad idea.

We’ve seen it many times before, where brands want to take advantage of all that social media has to offer. However, with limited time to spend with their online marketing, businesses try to maximize their reach by using multiple social media platforms. One of the most popular “short-cuts” we’ve seen online is linking Facebook and Twitter together. While this may seem like a good idea, as you’re posting the same message to multiple channels in hopes of doubling your reach, it is in fact a bad idea. Here are 7 reasons why:

1. Tweets end mid-sentence

If you’ve linked your Facebook message to your Twitter account, everything that you post to Facebook will appear in your Twitter account. This of course could make many of your tweets look a little odd.

Since Twitter allows a maximum of 140 characters and Facebook allows up to 60,000 characters, there is a high chance your message won’t be read the same on Twitter. In most cases, the tweet ends mid-sentence, which makes it hard for your followers to understand what your brand is trying to say.

Why bother with Twitter, if your messages do not make sense? In most cases, your tweet ends mid-sentence, and is then followed by a link to your Facebook account. The downfall is, if you’ve posted an article to Facebook with a link, your Twitter followers are directed to that link and aren’t given the opportunity to finish reading your message.

The picture above is a great example of a bad strategy. In this case, the tweet ends mid-sentence, and the link redirects from Facbook to a landing page, but this particular link is broken and gives us a 404 error. A bad sales strategy and we’ll never know about the Father’s Day deal.

2. Are your fans really getting the message?

When it comes to brand messaging, it’s important to understand the difference in communication style between Facebook and Twitter. Because of Twitter’s character limitations, many brands use their Twitter feed as a pull strategy, driving followers to their website or blog post for more information. When your tweet ends mid-sentence, your fans really aren’t getting a clear picture of what you’re trying to say. It’s like stopping in the middle of a sales pitch and not finishing.

3. No interaction with other Twitter users

We unfortunately see this all too often. Companies link their Facebook and Twitter accounts together, and only focus on their Facebook fans. This leaves their Twitter feed full of one-sided sales promotions. I’ve heard people equated this strategy to “a 10 minute video of you talking about yourself” and hoping people will watch the whole thing.

This really leaves little incentive for fans to follow you, given they know you’ll never see their tweets, follow them back, or interact with fans, and really your Twitter account is all about you.

4. No hashtag use

A great way to increase followers on Twitter is through hashtags. If you are a small business in Vancouver, hashtag some of your messages with #Vancouver, as this will attract additional users looking to interact with locals or those in Vancouver. Although Facebook now has the ability to hashtag status updates, it may not necessarily end up appearing on your Twitter feed due to reason #1 – tweets getting cut off mid-sentence. In addition, hashtags on Facebook are not as effective and therefore aren’t used in most messages. To attract additional followers on Twitter, make sure your tweets contain hashtags.

5. Low brand awareness

If you are linking your Facebook messages to your Twitter account, and the above scenarios are occurring, then the opportunity of increasing brand awareness is lost. With cut-off sentences, lack of hashtags and interaction, your Twitter account will not receive as much exposure as you would like. In many cases, users don’t have the opportunity to discover your brand due to lack of activity on Twitter. This decreases your brands ability to penetrate the market with viral exposure and brand awareness. By being inactive on Twitter and ignoring interaction with followers, you may lose the opportunity of reaching additional potential customers or even address customer service issues or comments.

6. Lack of viral exposure

Similarly to reason #4, if you are linking your Twitter account with your Facebook messages, you lose the opportunity to increase exposure of your product or service. In many cases, tweets get viral exposure when you mention another user, such as a speaker or a location like @RiverRockCasino or @FairmontYVR. When this happens, the other user will generally retweet or respond to your message, which increases exposure and potentially gains you new followers. You won’t be able to get a RT as effectively if you are linking your Facebook messages to your Twitter account.

7. All of your eggs in one basket

With the “Death of Facebook” coming our way, you don’t want to be stuck in a situation where you are spending time posting marketing messages on a platform that is no longer giving results. By utilizing your communication strategy to its fullest potential, you`ll be able to grow your Twitter presence and following quite well. With recent reports from Facebook saying fan pages will begin to see 1-2% reach on each posts, many companies are jumping ship to other platforms like Twitter and Google +. - so don’t put all your eggs in one basket!

You may also like:

5 Things You Should Do Other Than Facebook Marketing 
Build an Online Brand Presence – Before It’s Too Late!
A Dose of Social Media Inspiration 
What’s In My Office: Social Media Edition
How an Audit Can Help Improve Your Social Media

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