September 18, 2015 / Marketing Turkiye – How about questioning which of Facebook and Twitter, the most used social channels both in Turkey and in the world, is more effective and interactive for us digital marketers? Of course, depending on the sector, the quality and color of the content, the feedback of the users to you will be different. However, let’s evaluate the study here within the scope of general information and only according to organic statistics.

Within the scope of the analysis, we will proceed through 2 accounts; we will evaluate the results of 10 submissions. This evaluation is an analysis carried out by using exactly the same text and visuals within the brand. The followers of the relevant facebook and twitter accounts do not consist of meaningless users such as like counter, egg twitter accounts; they consist of users who are interested in the brand and want to follow it. The posts were prepared by including the different categories of the relevant brand and taking into account completely ad-free – organic posts.

Algorithm Analysis

First, let’s look at the organic-only visibility rate of 10 posts relative to the total number of followers. The formulation we use here: Number of Views / Total Followers

This data clearly shows that, especially after facebook’s recent algorithm adjustments, the post visibility rate in organic has dropped considerably. Twitter visibility rate is higher than facebook visibility rate in percentage terms. This shows that the work you do on twitter is more effective. At least on the organic side, the values are better for twitter; the parts related to the advertising side are not included in the evaluation here. I can easily say that for both channels, facebook is currently ahead with its ad usage power, but I cannot say the same for the organic side.

Interaction Analysis

Another analysis is related to the engagement rate of channels for 10 posts. The formulation we use here: Number of Interactions / Number of Views of the Post

As seen here, twitter is by far ahead. Don’t be surprised that the interaction rate turns out this way. Here, the twitter interaction rate generally varies between 10 – 15%. On the Facebook side, this rate varies between 1 – 5%.

Another issue I would like to point out here is that out of these 10 posts, only post number 3 is the Bayram Greeting post; the others are posts made for different product categories. Especially look at the reaction of the twitter side to this post! I cannot say the same for Facebook.

Click Counts

Another evaluation is the number of clicks on the referral links to our website or other sites in our submissions. Again, we are evaluating the results of 10 submissions, but here I have taken the numbers in total, because in some submissions we do not provide a click link, such as holiday greetings.

The formulation we use: (Total Clicks / Total Views of Submission) * 100

According to the results, twitter was victorious again; with a 2-fold rate. Now let’s say this clearly, during the period of facebook’s old algorithm, we made a very large part of the investment in this area. We did not forget the Twitter side, but facebook was more prioritized for us. However, things changed with the change of the Facebook algorithm. Of course, the structuring of social media in our country, content sharing, user reactions have changed over time for different reasons, but the point we have reached today is briefly as we mentioned in this short analysis.

Another important point is that since the number of Facebook users in Turkey is higher than Twitter, the number of customers that can be reached through 2 channels seems to be higher on Facebook. However, if you do not have a very high budget, the number of users to be reached in both channels is not important. Apart from that, the advertising cost of obtaining a user is currently more cost-effective on Facebook, which should be an important factor in your new strategies.

Now leave all of this aside. I will be presenting you a different data. Let’s see what this study by GetApp tells us; do you think Twitter?

This article was updated on 23.07.2015.