CorpComms Magazine

Both social media networks are proving extremely popular amongst marketing professionals but whilst Twitter, by making the most of a small follower base, predominates in the more select world of business-to-business marketing, Facebook tends to be better suited to consumer facing publicity campaigns, according to a survey by digital marketing consultancy Irbtrax.

Facebook's core suitability for this public market lay in its format - allowing the inclusion of photos, videos, detailed product information and multiple outbound links. Its size, traffic volume and time metrics also gave it an edge in maximising a campaign's exposure to consumers.

Twitter meanwhile trumped the competition as a platform for attracting potential business clients owing to its utility for spreading viral marketing and the site's more sophisticated media monitoring capabilities. The redistribution of popular industry related Tweets means even companies with a small follower base can receive significant exposure.

Scott Moir, director of Irbtrax, noted that the findings demonstrated the need to capitalise on both of these growing digital platforms: 'I was not only surprised at the findings. I was surprised at the number of companies that haven't optimised their Social Media campaigns for maximum potential results.'

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