It used to be that I felt that every business should have a Facebook page. With the changes that Facebook has made this past quarter, I am starting to rethink Facebook’s importance and consider that businesses may be better served by a strong presence on Twitter instead.
Although Facebook still owns the social marketplace and is the place that consumers spend a measurable amount of time, Facebook has made it very difficult for a business to establish a vibrant presence easily on their platform. I am finding that new business pages without additional marketing will simply not grow a “like” or fan base quickly or easily.
On Twitter, additional follower numbers can be grown fairly quickly with good updates AND follower interaction. I have seen that updates alone are not the key to growth on Twitter. It is the combination of the manual addition of new followers, creation of lists, and interaction with followers that helps an account to grow and for messages to go viral.
When a follower retweets your status update (that may potentially link back to your blog or your services), your link exposure and potential to reach new customers is tremendous. With regular interaction on Twitter you will find that there are certain people you can really connect with that you can use to reciprocally push out each other’s content. If these Tweeps (Twitter friends) have “klout” (measurable Twitter or social impact) or a larger follower base, the result of clicks in to your content can result in increased traffic and potentially a better SocialRank score.
Both Google and Bing are watching SocialRank and have stated that they will be using this metric in their organic search algorithm. To what degree is SocialRank important to organic placement, that we simply don’t know. What I do know is that with the changes on Facebook, it is by far easier to grow, connect with others, and funnel traffic to your website by Twitter than by Facebook.