Anyone looking to market their business knows that Facebook and Twitter are very useful tools to build a solid consumer base. Both of these social networking sites allow companies to spread your message to millions of people instantly, as well as motivate consumers to become engaged and promote your products themselves. By linking your Facebook and Twitter accounts you can basically streamline this process. A post to Facebook will automatically show up on Twitter, and vice versa. The question is: is this a good idea, and will it be the best strategy for your marketing campaign?
How it Helps
Chances are, if you are using Facebook and Twitter, you are promoting the same message between both sites, and you are going to want your Twitter followers and Facebook fans to see the same posts. By linking the two accounts there is less legwork required for a marketing team to stay on message. Furthermore, the same messages, promotions or calls to action can automatically go to both platforms at the same time, making it easy to compare and contrast performance between the two sites, and have large boosts in traffic collectively.
Since you are looking for the same result from both Twitter and Facebook, it stands to reason that the same message can be put across both platforms instantaneously.
How it Hurts
In a lot of the same way it helps, linking your Facebook and Twitter accounts can also hurt. For one thing Facebook and Twitter are very different animals. In essence, Facebook is a social networking tool to connect with people, and share more lengthy content. Twitter, on the other hand, is a micro-blogging platform used to send out small bits of information continuously throughout the day. People using Facebook and Twitter expect two vastly different things. Constantly posting to Twitter is expected. However, if your consumer base is constantly only seeing your posts on their Facebook news feed, there is the higher likelihood that they will tune out you out, and regard your posts as spam.
Conversely, if you are posting from Facebook only once or twice a day, you are not achieving the volume necessary to be a visible participant on a Twitter user’s feed, which may limit the amount of clicks or attention you receive. Furthermore, you may become partial to one platform over the other, and use one as your posting platform, and rely on the linking to cover your bases on the other. As a result people may become disengaged because of the noticeable lack of effort to participate in their platform community.
Therefore, although linking accounts can be extremely practical, and time efficient, you may inadvertently send the wrong message to your fan base. By taking the time to use both platforms individually and correctly you are sending a message to consumers that not only does their input matter, but also you took the time to craft something specifically for them. If you still would like to occasionally cross post, consider a product like HootSuit, a social media management system. Through their online dashboard, anyone on your marketing team can gain access to the feeds for each social networking platform. Furthermore, through HootSuit you can manage which posts go where, and if it’s applicable, you can share the same post over two sites.
John Gower is a writer for NerdWallet, a personal finance website dedicated to helping you save money with financial tips on everything from social media marketing to the best cd interest rates.