Facebook vs Twitter for business social media marketing strategy analysis

The full study took several months and results were based on the following:

- Feedback from Twitter users
- Monitoring important trends and external metrics
- Measuring the viral impact of the Mobile Media marketing content

Key findings for optimizing a Mobile Media marketing national or global campaign and its content for the benefit of Twitter users and followers included but were not limited to the following.

Mobile Media Tweet headlines. It was determined that the headline is extremely important for Social Media sharing purposes. Headlines that were written to appeal to the target audience and contained 100 characters or less had the most viral impact. Headlines larger than 100 characters were often truncated when re-Tweeted due to the Twitter account users hash tag, tiny URL and the RT prefix. The study concluded that truncated Tweets are less likely to be retransmitted or read.

Measuring Mobile Media marketing results. The study used a variety of third party Twitter applications and other means to track and measure viral marketing results. By combining several applications it was possible to get a more definitive picture of viral marketing results. While viral marketing results were not a clear indication of return on investment the study concluded that viral marketing was a contributing factor for a favorable ROI where national and global markets were involved. For regional results viral marketing had less of an impact than the timeliness and creativity of the Mobile Media strategy.