Twitter Wins Real-Time Marketing Smackdown; Agency Strategist Declares Facebook Organic Reach 100% Dead

It looks like the perfect A/B test of real-time marketing. One tweet, one Facebook post for all the marbles.

Snickers, like many a brand yesterday, joined the bite-jacking fray after Uruguay’s Luis Suarez appeared to sink his teeth into an Italian defender during a FIFA World Cup soccer match. Snickers posted similar messages on both Twitter and Facebook.

And what happened? The tweet — “Hey @luis16suarez. Next time you’re hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS” — got 39,000 retweets and 17,000 favorites. The Facebook post — “Next time you’re hungry just grab a Snickers. #WorldCup” — fell flat, with fewer than 5,000 likes, shares and comments.

The gulf was so significant that Rhys Hillman, a senior digital strategist at BBDO, the advertising agency that represents Snickers, tweeted about it today:

It’s a natural reaction, considering the 11 million to 54,000 Facebook like to Twitter follower ratio, but I think it’s unfair to fault Facebook for the discrepancy.

First, as someone who replied to Hillman’s tweet noted, the language of the tweet was better than that of the Facebook post. It was direct and engaging and mentioned Suarez by name. The Facebook message was oddly distant.

But more importantly, Twitter is just a better forum for public conversation about current events. One of the main reasons users flock to Twitter during major sporting and news events is to chat about their reactions. Facebook is working to become such a place, but it isn’t there yet.

And most of the other brands who participated in yesterday’s conversation only posted about it on Twitter. Trident Gum, one of the few which also posted in both places, experienced results similar to Snickers’.

“Chew Trident. Not soccer players” got more than 1,500 retweets and 790 favorites from its 33,000-follower Twitter account and an anemic 100 likes, comments and shares on its Facebook page, which has 13 million likes.

Related Topics: Channel: Social Media Marketing | Facebook | Features & Analysis | Social Media Marketing | Top News | Twitter | Uncategorized | World Cup


About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

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  • brainrain media

    The hashtag experience on Facebook is severely lacking. Following #Worldcup on Twitter for real-time updates, organized in a column, on mobile or desktop is much more engaging. I think it’s safe to say if FB tweaks the News Feed to include a better hashtag experience those #’s will increase.

  • Evan

    Facebook shows post in a totally nondeterministic order. There’s no guarantee that any particular post will show up on any your “likers’” feeds because they’ve added so much special sauce to try and show people only things that are relevant to them. Personally I hate how they keep defaulting me to “Top Stories” no matter how many times I tell it “most recent,” on desktop and the ios app. My wife and I have some friends in common and she’ll ask me “did you see that link Barbara posted?” and I’ll go back and the post just didn’t show up for me, despite all of us being friends. Meanwhile I see every single post of George Takei’s. Facebook is mostly useful these days as a photo sharing and identity managing platform. For general communication it kind of sucks.

  • Rob Leathern

    “a newspaper tailored to the tastes of a person on a given day will lead to too muchpositive feedback in that direction, and people’s choices for one day would permanently affect their viewings for the rest of their lives.”

  • datasmog

    Facebook is bad enough what with all the unwanted friend and groups suggestions without the bloody adverts.
    On Twitter it’s easy to scroll past such things as they are not so in your face, but it’s also far far easier and quicker to retweet. Plus, Twitter users seem to have a far more developed sense of humour.

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