One of the most important marketing steps for most small businesses is to establish a social media presence. There are a number of social media sites to choose from, however, the big two are Facebook and Twitter. While it’s a good idea to establish a strong platform on both sites, you may wonder which of the two you should spend the most time updating.

Facebook is Personal, Community-Oriented
Facebook allows you to be more personal with your target audience. It’s like going over to a friend’s house and having a chat over a cup of coffee. Because real names are attached to Facebook accounts, the conversation are often more civil than on other social media sites. You can develop an in-depth connection with your fans through comment threads and by posting photo albums as a way of telling your company’s “story.” Facebook is also more popular with older people and parents, according to a 2013 European research study.

So Facebook is best for companies that are looking to develop a community with their audience. It is a platform for building long-term relationships with customers. Based on this information, if you have a more traditional company that wants to attract repeat customers who will stay loyal for years to come, you might want to spend the majority of your time updating your Facebook page.

Twitter is Public and More About Instant Gratification

For the most part, Twitter is more public than Facebook. You don’t have to follow someone to see the tweets that they share (unless the profile is set to private). Information is being shared freely and at a fast pace. Twitter timelines move much more quickly, and it is not uncommon for a tweet to be buried within minutes of it being posted, so you have to work harder to keep fresh content in front of viewers if you want to capture and keep their attention.

Twitter is best for businesses that are hip, innovative and always on the cusp of what’s trendy and popular. Twitter appeals to a younger audience. Creative businesses like technology companies who develop software and clothing stores often do well on Twitter.

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So the Answer Is…
The answer to the question of whether Twitter or Facebook is right for small business depends on the type of company you have. The beauty of social networking is that it allows you to cater to a specific audience. You could start off by finding out where your target audience spends most of their time. If they prefer Facebook, spend most of your time there, and the same for Twitter. However, the best first step is to take a look at the type of business you operate and whether it’s fast-paced and trendy or best tailored for a slower, community-building approach.

Although there are other popular social media sites out there, Twitter and Facebook tend to be the two that are most often used by small businesses. No one site is best for all small businesses — it comes down to deciding which site best meets your company’s needs in particular.