Creating content for Twitter and Facebook is all about targeting and engagement (I know, clichéd expressions, but they are relevant). Remember that people interested in Twitter and Facebook marketing aren’t interested in the billions of members, they are interested in vertical niches, even if it means interacting with merely 100 individuals.
You need to create content in such a manner that it creates a platform for your target audience/customers/clients to interact with you. You become easily reachable to them. The content must be generated according to people who will likely follow you on Twitter and Facebook. And they shouldn’t just follow you, they should also respond to your content and share it, among their own friends and followers.
Even among Twitter and Facebook, the formats are quite different. You post content on Twitter mostly
- To forward relevant news and updates about your business, about your product or service, or about any event affecting your customers and clients
- To share interesting information on your own website/blog or from somewhere else
- To share interesting thoughts and anecdotes
- To interact with people who want to interact with you or with whom you want to interact
- To post answers to queries made by your customers and clients regarding your products and services
- To carry out awareness and PR campaigns
Facebook on the other hand is more informal and flexible simply because you can post more than 140 characters (a limitation in Twitter). Compared to Twitter, it is easier to post videos, images and links on Facebook, although you can easily share links to videos and images on Twitter too. Before deciding on what sort of content you want to produce, you have to figure out where your audience hangs out; is it Facebook, Twitter or both? If it isn’t both, you shouldn’t waste your time creating content for both.
For Twitter, as already mentioned above, you create content to share information, internal and external links, reply to questions from customers and other people and to create general awareness. Visibility is very crucial on Twitter. People’s timelines are extremely fast and within a couple of minutes your updates are going to scroll down out of their sight. It doesn’t mean that you constantly post, but be as regular as you can. On Twitter, you are known by the tweets you post. So be very careful what causes you associate with and what ideas you promote. Your messages become your brand on Twitter, no matter what your profile says. Twitter is also used for curating… more on that later on.
Facebook is being used by many individuals and companies as a full-fledged content publishing platform. People are posting long updates in the blog format and they seem to be working quite well. Facebook is more transparent in the sense that people can immediately see which users are responding to your content in various manners (replying, commenting, sharing and liking). You can also create your company’s Facebook fan page and initiate a dialogue with your customers and clients through it. Most of the mainstream companies these days have a vibrant Facebook fan page (it is another matter how they manage it).
No matter what platform you choose, the basic idea of having a Twitter or Facebook profile is to facilitate real-time two-way communication between you and your audience. It is well and good that people should appreciate your content over there and your content should go viral and lots of people should share it. But all this means is, you get more people to talk to and exchange ideas with. That’s the fundamental purpose of creating content for Twitter and Facebook: expanding your circle of influence.