Since Facebook announced its new social plugins designed to become the web's identity system, marketers have been buzzing about Facebook.
To answer those questions, I took a look at data from over 2,600 HubSpot customers . I looked specifically at the number of followers each company had last week on Twitter and Facebook (we call it their reach on each channel).
Here's what I found:
Depends which industry you're in. B2C businesses are having more success with Facebook. Many B2B industries are having more success with Twitter.
Don't Pick One -- Create a Presence on Both
Of course, more than indicating that one platform is better or worse than the other, this data is another sign that businesses need to engage on both . The pure scale and ambition of Facebook makes it a critical platform to participate in. But this data from HubSpot customers shows that you can't dismiss Twitter. In many industries, Twitter is a better way of reaching potential customers..
Bad Excuse: My Industry Doesn't Use Social Media
Another thing this data makes clear: It doesn't matter what industry you're in, you should be experimenting with social media. Check out the reach manufacturing and waste management businesses are getting! And not just one -- that's an average of at least 10 businesses.
A few words about how I got these numbers: I pulled data for more than 2,600 HubSpot customers (the average company in the sample has 100 employees). Once I had that data, I sorted the companies by industry and calculated the average Twitter and Facebook reach for each industry. I removed industries that had less than 10 companies. All the companies I sampled were using some sort of social media -- they had followers on Twitter, Facebook or both.
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