One offers push; the other, pull.

TwitterThere is a lot of talk lately about which is more valuable for brands, Facebook fans or Twitter followers. As budgets remain tight, answering this question represents the Holy Grail for evaluating the return on investment of social media.

A recent Forrester study upended conventional wisdom by stating that Twitter followers may have the potential to be more valuable than Facebook fans in the future. While you cannot quantify either fan or follower with an absolute value (although many have tried), the study confirmed that Twitter followers are more likely to buy from brands they follow (37% vs. 21%), and recommend brands to friends (33% vs. 21%). These two factors are the yardsticks by which many social media branding campaigns are measured.

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SOURCE Forbes/Patrick Vogt