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Promoted Tweet Directs to a Facebook Page: Smart or Silly Marketing Move?

This is, perhaps, a sign that some usages of social media are a bit superfluous: purchasing a Promoted Tweet on Twitter, only to direct users to a Facebook page.

Ben Foster wrote a short piece yesterday, pointing out that Nicorette’s Promoted Trend “#QuittingSucks” included a tweet from the company that led users to a Facebook page.

Nicorette posted the following status yesterday:

The company had several other tweets promoting their Facebook page as well throughout the campaign.

We haven’t seen this type of Promoted Trend usage on Twitter before. Just how effective would it be to redirect Twitter users to a Facebook page?

Unfortunately, it looks like Nicorette’s Facebook page has been removed since the promotion ended yesterday. We would have liked to compare fan/follower numbers and other factors, but we’ll do our best with a hypothetical situation until the page comes back online.

Nicorette has just over 10,000 followers on Twitter. By converting some of these followers – as well as the many thousands who would see their Promoted Trend – to their Facebook page, they would be able to grow their brand presence and their audience base on both Twitter and Facebook.

At about $100,000 a pop, however, we’re not quite sure if using a Promoted Trend to simply grow a Facebook page is a great marketing move.

Taking a look at conversions, or clicks on advertisements, we see similarities between Facebook and Twitter. Dick Costolo recently told the Wall Street Journal that Promoted Tweets – which, incidentally, each Promoted Trend also includes – receive about a 5% interaction rate. This means that 5% of users who see a Promoted Tweet interact with it in some way, by clicking a link, retweeting it, or another form of interaction.

Facebook has a similar rate of interaction, based on figures released by Zynga’s John Marsland. Marsland provided an estimate that about 4% of Facebook users click on an ad per day.

Now, Facebook is much larger in terms of total users than Twitter, so it’s not quite clear how driving a likely smaller number of active users from Twitter to Facebook would be preferable to driving a presumably larger number from Facebook to Twitter, given their similar interaction rates.

However, this analysis doesn’t take into consideration the scope of activity that both sites cover.

Twitter is less a social network and more an information network – it is a haven for sharing links, news stories and opinions. Facebook, on the other hand, offers more interactivity in terms of applications, games, tabs and other features.

The fact that Nicorette had other Promoted Tweets yesterday that mentioned a coupon on their Facebook page (which we cannot confirm, as their Facebook page is currently down) makes it seem likely that they were looking to bring Twitter users over to Facebook to take advantage of the latter’s multimedia features. This strategy might work: by mobilizing 5% of Twitter users and then converting them to Facebook users via a coupon, Nicorette could effectively build its social media presence on both platforms. And by offering a coupon, they are more likely to capture a larger number of Twitter users, making the price for the Promoted Trends more palatable.

In the end, we can’t know how effective this move was unless Nicorette releases some numbers, or until we begin to see other companies following suit. Either way, it does show a new and interesting Promoted Trend experiment, as well as the close relationship that many brands see between a Facebook presence and a Twitter presence.

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