Four Reasons To Disconnect Facebook From Posting Automatically To Twitter

The option to link your Facebook and Twitter accounts automatically can seem very appealing. By doing so, all of your tweets will automatically show up on your personal wall, or if designated a Facebook Page that you manage. Although the ability to draft a single message that is published across multiple social media platforms with a single click is convenient, there are some major negatives that go along with it as well.

It’s Time to Disconnect Facebook and Twitter

Twitter Facebook

People go to Facebook for more in depth posts and if you are in charge of a professional Facebook page you have an obligation to your followers not to inundate them with tons of smaller posts. Twitter is more appropriate for quick and almost fleeting messages. For example, someone might use Twitter during a webinar to do live commentary every 1-2 minutes using a live tweeting style. This type of messaging is meant to be instantaneous and has an extremely short shelf life that may not be relevant even an hour later. In this comparison, we can start to see the different functionalities between Facebook and Twitter and how linking the two may actually limit your ability to use each one appropriately.

The Top Four Reasons to Disconnect Facebook and Twitter

It Looks Lazy and Unprofessional

High budget social media campaigns like Ralph Lauren and Ford completely separate their Facebook and Twitter messaging and create unique content for each platform. By linking your Twitter account to Facebook, you are broadcasting the fact that you don’t have the time, effort or budget to handle your separate online presences. For professional social media managers, good branding and content on your social media presences can go a long way. Small business and organizations can significantly up their game by separating and customizing their content for each different social platform.

THE TAKEAWAY: Trust the high budget approach adopted by Fortune 500 companies and separate your Facebook and Twitter accounts.

Optimize Your Posting Frequency

Experts suggest that the shelf life of a tweet is anywhere between 3 and 15 minutes making your Twitter news feed a constantly changing place where the people you follow are competing for your time and attention. Because of the fleeting nature of Twitter, it is appropriate to tweet frequently. For many high budget Twitter handles like @NBC it is commonplace to send out over 40 tweets a day. However, with Facebook, the saturation point for your messaging is much lower. News feeds on Facebook are not necessarily based on chronological ordering, and often based on the number of comments and likes from your Facebook community. A good Facebook post can organically have a shelf life of close to a day, and a promoted Facebook post can last even longer.

THE TAKEAWAY: Tweet as much good content as you can, and only share your best 2-3 posts on Facebook.

#Hashtags and @Mentions Don’t Work on Facebook

One of the coolest features of Twitter is that Hashtags are active links that group content based on topics. The same is true for @Mentions which allow you to click to another Twitter user’s account. Neither of these features work when your tweet is published on your facebook wall, which is confusing and misleading.

THE TAKEAWAY: Facebook and Twitter have different messaging styles and they don’t translate well across platforms (yet).

Optimize Your Messaging Length

Posting a tweet where there is a limit of 140 characters is what Twitter is all about. On Facebook, where the maximum length of a post is 60,000 characters, there is more room for adding links, text and photos. Particularly for professional Facebook pages, the ideal post length tends to be 3-5 sentences, which is usually well over the 140 character limit.

THE TAKEAWAY: To optimize your various social media posts, author unique platform specific content.

Examples of Different Messaging for Facebook and Twitter from Ford Motor Company

Two Facebook posts from a single day for Ford Motor Company:

Ford Facebook

In comparison, here are much shorter and frequent tweets that Ford Motor Company posted that were platform specific for Twitter:

Ford Twitter

Posted in Online Strategy, Social Media