I recently read this article on FastCompany that suggests brands are wasting their time and money on Facebook and Twitter. My reaction? That’s probably an overstatement. Yes, millennials are moving away from Facebook and Twitter is tricky to navigate as a brand, but there is an undeniable value in being where your audience is.
Leave your company’s Twitter account unmanned and the disgruntled customer who reaches out to you will only become more frustrated by your lack of response. Although social media platforms like Instagram and Pinterest are popular within certain audiences, nearly everyone online has a Facebook account.
Facebook can also act as a hub for your social media outreach unlike any other platform. Upload a Youtube video or share a stunning Instagram photo? Don’t forget to post it to Facebook as well. Facebook culls your content from various channels to create a stronger brand identity.
Now, I don’t disagree with the article completely. I do believe that a subscriber to your email list can provide greater ROI than a Facebook fan. However, sending an email and publishing a Facebook post can both feel like a shot in the dark. Although an email has a 90 percent chance of being delivered, the recipient then has to make a conscious decision to open your email – and I’m sure I’m not alone in deleted emails from companies (even if I really like the brand) without even reading them. Even if your Facebook post is only delivered 2 percent of the time, when it does reach your target audience, it does so without any effort on their part. By consistently sharing quality content on both Facebook and Twitter as well as through email marketing campaigns, you will reach both the loyal customer who is excited about engaging with your brand and the casual fan who has forgotten you even exist.
As for Twitter, the platform’s new “Buy” button could increase its value for brands. I am interested to see how this new tool will pan out for companies on Twitter.
What do you think? Are giant networks like Twitter and Facebook valuable for brands or should they redirect their efforts elsewhere?