Social Media is not a Broadcast Medium

Martha Stewart recently announced she is giving up on Facebook in favor of Twitter. More bang for the tweet she says. Bill Gates also has stopped using Facebook citing difficulty keeping up with friend requests. I hear this from clients as well. Facebook takes more work than Twitter. There is also more nonsense going on with Facebook apps like Pirate games and thrown snowballs. There is nothing quite like the raw simplicity of Twitter. Also with Twitter, you can gain followers without having to do anything. They follow you by choice and you do not have to follow them back. No management required. I understand all this, but don’t underestimate Facebook.

For one thing, I find that more of my non-geeky so called “normal” friends use Facebook much more and sometimes exclusively over Twitter. If your goal is to reach a less bleeding edge audience, Facebook is really the way to go. Also, it’s a fairly easy to thing to get your Tweets to automatically populate Facebook, so there is really no need to completely abandon it.

As far as the reciprocity of Facebook friends go, that brings me to my second point. I wish I had the problem of having to manage more friend requests than I could handle. But it brings up the larger point that many of these stars aren’t interested in reciprocity. They don’t want to listen or converse, they want to talk. Look at Martha’s Twitter and you will find over a million followers but she only follows 35 people. Her tweets rarely if ever include conversations to other people and when they do it’s mostly to other stars. This is common for most big stars on Twitter. They are using Twitter like another broadcast medium. This, of course, is inherently wrong and against the very spirit of social media. They don’t call it social for nothing. It’s disappointing to see this because these stars have an unbelievable  access to their greatest fans. With a million people following you, I’m sure it’s hard to talk to everyone but I see no reason why they cannot at least make an effort  and do what they can.

Facebook takes more work than Twiter because it does more, but Twitter takes work to if you’re doing it right. It’s something my clients often don’t want to hear, this stuff takes work. But marketing your business takes work too and this kind of marketing can pay off in a much more powerful and long lasting way for all that effort.