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Facebook is to Twitter What Television Is to Print Media
Imagine you’re watching TV, and you see the same ad over and over again. To make things worse, most of the programming consists in ads. Chances are you’d turn down the volume, change the channel, or turn off your TV. The same is true for Facebook - which, as some of you know, is primarily used by people in real-time. More specifically, most of the content people consume on Facebook comes from their newsfeeds. As a result, the average lead time for receiving job applications on Facebook is comparatively shorter than any other social channel.
Now imagine that that you’re reading a newspaper or magazine. Most of the pages could be covered with ads, but it probably wouldn’t be as abrasive to you because you can flip back and forth between pieces of content you want to see. Similarly, on Twitter, users make use of the search tool -- by hashtags and keywords -- and flip back and forth between different users’ tweets.
Audiences’ Expectations Should Shape Your Social Strategy
The key here is that audiences’ expectations are different across different channels. At first blush, Facebook, LinkedIn and Twitter appear to have similar functionalities. For example, LinkedIn recently expanded its ability to search users’ updates, making the shelf-life of job posts longer (like those on Twitter). But, people don’t use LinkedIn search the way they use Twitter search.
The (current) fact of the matter is that each channel’s users have different patterns of behavior. Subsequently, their users have different expectations of how others should act on a given channel, including how frequently others post updates.
These behavioral patterns and expectations will certainly change over time. But, for now, it is what it is, and you should shape your social recruiting strategies -- that is, your ways of thinking about how to talk with people via social media -- accordingly.