Are Social Networks Social?

We often are asked to look at companies and how they utilize social media to support their brands, reach out to customers, and increase mindshare.  Let’s take a look at how two of the biggest social networks themselves use other social media.

Facebook vs. Twitter

Two of the titans of social media, Facebook and Twitter are both in the top ten visited sites daily on the internet and have over 1.1 billion users worldwide.  They process millions of messages daily from their users and provide the infrastructure for countless other companies and individuals to reach out to their audience.  The question remains, just how social are these two titans?  Our review of both companies finds them using the following other social media:





145 MM Likes

15-20 posts/month

Static customer acquisition page linking to Twitter


13.6MM Followers
3-4 tweets/month

29.9MM Follwers

30+ tweets/month



3-10 posts/month


Inactive page


No presence

No presence


No official presence

49,000 followers, little activity


No presence

2,700 followers, 17 boards


Actively updated

Actively updated


No Presence

No Presence


As we can see from the preceding table, ironically both Twitter and Facebook have a fairly limited social media presence, mostly utilizing blogs and their own infrastructure.  Facebook does utilize Twitter with 13.6 million followers but is sending a small number of tweets.

The most active social media device outside of their own infrastructure that each company uses is their respective blogs which contain press releases, engineering knowledge publishing, and other information. 

Overall, the reach into social media is limited for both Facebook and Twitter to their own systems.  Facebook has some use of twitter, but is not very active and both companies seem to rely on their own users for outreach and are either actively resistant to using other social media or ironically have not made inroads into using other social media as alternative channels.  Both companies would be well suited to set aside their hubris in the goal of reaching out to more users and getting feedback and interaction with those people that are not using their products or that have left their networks.


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