I commonly talk about Facebook, LinkedIn and Twitter as the essential trio of social networking platforms which every business should be utilizing. Not surprisingly then, I’m often asked what the difference is between them, and how their features and “personalities” compare to each other.
These three sites offer similar features, such as profiles, status updates, ability to post links, etc., which makes it easy to erroneously see them as redundant. So in preparation for the presentation I gave at the Colorado Entrepreneurship Marketplace not long ago, I decided to address their different “personality characteristics”, rather than address the features each site offers. That approach seemed to click with people and I thought I’d expand on my slide from that presentation here in this article.
Comparing LinkedIn, Facebook and Twitter
Relationship-building
I’m a firm believer that business networking isn’t about who you know, but how well you know them. All three sites offer pretty good tools for building stronger relationships with your network.
Interaction
Networking is defined as “… exchanging information or cultivating relationships for business”. Obviously, in order to network, you must first be able to interact.
Least Distracting
Most people fear that social networking will take over their day and lead to total and complete distraction from their work, so I felt this was an important characteristic to include. Note the correlation between interaction, noise and distraction: Anytime you have noise and interaction, you’ll have more distraction.
Most Professional
LinkedIn certainly leads this charge. You won’t often see many “Going to the store to get kitty litter.” messages here, like you will on Twitter. The site centers around credentials, skills, references and cross-network referrals, thereby encouraging more professional interactions.
Most Viral
No, I’m not talking about the likelihood of catching Swine Flu from Twitter. “Viral” is a term we use in the Internet realm to describe how quickly and broadly information is organically spread between users. That funny email you got that was forwarded to you by your coworker, who received it from their friend, who received it from their brother in-law, and so forth, is a good example. Your coworker’s friend’s brother in-law didn’t ask or tell them to forward on the message; each person chose to do so, feeling that the people they were passing it on to would find value in it.
Viral marketing is the Holy Grail of Internet marketing. Getting regular Internet users to spread your information simply because they find value in it and choose to pass it on isn’t easy. That’s why it’s essential to bring value to the interactions you create, not only to build a stronger relationship with the person you’re interacting with, but also because the more value you bring the more likely it will spread virally.
Least Noisy
It’s hard to talk in a room where everyone is talking and it’s hard to listen and participate in a certain conversation when there are lots of other conversations going on around you. Just like in the “real world”, you’ll find lots of “noise” in social media. Through practice, you’ll learn to filter out the noise in order to participate more effectively in the conversations that will serve you.
Most Flexible
Flexibility is being able to interact however you choose. For example, the features of Facebook give you a lot more options for how you interact than the 140 character limit of Twitter.
Network-building
I define network-building as both strengthening and broadening your network, and I believe it’s better to have a stronger network than a broader one.
In conclusion, it’s useful to note that none of these characteristics are inherently good or bad, so don’t try to think of them that way. All we’re after is understanding what to expect and which tool will serve you better for different interactions.
{ 5 comments… read them below or add one }
Great article. I thought the topics of evaluation were pertinent and easy to understand. These are also very valuable points for businesses when trying to decide which sites are most appropriate.
Amber Rich
Communications Assistant
Grand Junction Area Chamber of Commerce
Great article. It helped me to see the differences of the three. I do see the need to do social networking. It is still new to me, but your comment that building stronger relationships leads to better networks is so true. Thank you.
Thanks, Amber. I, too, see a lot of companies struggle with trying to decide which site(s) will best serve them, especially early in their social media development when they feel overwhelmed by the unrealistic perception that a large time-commitment is necessary for their success. Hopefully this will help a bit!
LuAnn- Thank you, I’m glad you enjoyed the article. You many be new to social media, but you clearly understand the “big picture”, which is key. It’s easy to get lost in the details, but as long as you remember it’s all just about building stronger relationships you’ll succeed!
Thank you both for your comments!
Looks like I am late to the discussion, but I enjoyed the article! Social Media personified! I definitely agree about Twitter being the most ‘viral.’ Information flies around pretty quickly now-a-days. Thanks.
I’m so late on writing my next articles that I wouldn’t even think to criticize for a late comment.
You’re right, information sure does fly around fast. But thankfully it tends to circulate too, so when I miss it the first 3 go-arounds, which I usually do, I catch it on the 4th.
Thanks for commenting!