Survey Shows Facebook Links In Tweets Don’t Get The Love

Every time I click on a link in Twitter and find myself redirected to Facebook, I move that much closer to having a little Howard Beale/Network moment and screaming “I’m as mad as hell and I’m not going to take it anymore!” into the void.  And, survey says … it’s not just me.

68% of Twitter users are immediately irritated when a link from Twitter leads them to Facebook.  

That’s almost 7 out of every 10 of your Twitter followers. With 107.7 million users on Twitter in North America, that could be 73.2 million people you irritate.

I’m not talking about the “Come Like my Page on Facebook” tweets, I’m talking about tweets with links to Wall posts, images and video.  It happens most often with businesses who try to use a Facebook Page as their website. When they realize they can sync a business Facebook Page with a Twitter account, it seems like a shortcut to the best of two worlds. Post a link once and hit two audiences – doubling reach without added effort.

Here’s an Ugly Truth Alert. You aren’t doubling your reach. With every link to Facebook content, you’re poking 2/3 of your Twitter followers in the eye and conditioning them to bypass your tweets and links without giving either a second look, let alone a clickthrough.  And that golden “retweet” that shares your tweet with their followers?  Forget about it.

56% of people on Twitter won’t retweet (RT) when a Facebook link is included.

Why? It could be that of the 107.7 million Twitter users in North America, 59.2 million of them access Twitter from a mobile device and, usually, a 3rd party app.  When a link pulls me out of my app (I use Hootsuite and Echofon) and launches Facebook, I’m not happy about it.

It could be that your Twitter followers (gasp!) aren’t on Facebook. Mindboggling, I know, but of the 528.7 million people who live in North America, only 150 million are Facebook users so, it’s entirely possible.  I know people on Twitter who aren’t on Facebook – I bet you do, too.

What can you do?

  • Get a website. Post links to your website. It’s 2012 and if you aren’t online, you make it hard for people to find you.  When was the last time you used the phone book?  How about Google?  You get where I’m going.  If you can’t afford a full blown site from a professional designer, platforms like WordPress (with no-cost to low-cost options) make building your own site incredibly easy. It’s time to stop building on Facebook’s sand and stake a claim on some ground of your own.
  • Disconnect your Facebook and Twitter accounts from each other. Facebook and Twitter can both be valuable tools in your marketing mix, but that doesn’t mean you should mix the two.  Twitter is about a quick, concise exchange of information and Facebook is about a lingering browse through the day’s stories. The audiences are different and your interaction and content has to acknowledge that.

If you have other suggestions or a difference of opinion, I’d love to hear from you in the comments below – thanks for dropping by!

Data sources

About the Author

LisaDJenkinsLisa provides print, social and digital communications for destination organizations and businesses in the travel and tourism industry. She doesn't make the tools of the trade, she makes the tools of the trade work for her clients.View all posts by LisaDJenkins →

  • Jen Harris

    Exactly. Everything has it’s place and not every post should go everywhere. If you think they do, you don’t know your audience/customer and they now know you as a spammer. Be selective.

    Great job LDK!