How you use Twitter and Facebook should differ. Tweets don’t last as long as a Facebook post, so Twitter requires more feeding to engage users.
A tweet might not sell directly but it increases your brand discovery and awareness. Then your sales post-mortem centers on whether the first click or the last click got the revenue.
It starts by being discovered. If they haven’t found you, you can’t engage, converse, or close a sale.
Simply Measured and Interbrand just released a study on how the top 100 brands use Twitter. It reveals eight insights on what works for them:
1. Brand adoption
Nearly every top brand has a Twitter account. Since the study started in 2012 that has not changed.
What has changed is how many followers they have, how they use them and how often. The biggest change: 70 percent of the top 100 brands have at least 100.000 followers, up from 48 percent since 2013.