Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Página 12

Cons: Your message may be shorter than you’d like and many members of your audience might be
turned off by the rapid-fire nature of the platform.
In 2013, Twitter claimed about 200-million users while Facebook claimed more than a billion. In terms of
raw numbers, Facebook would seem to be more beneficial; however, tweets tend to travel farther than
Facebook posts because of Twitter’s open format. Some active users interact with thousands of people
on Twitter, many of whom they’ve never met. They’re much more likely to know their Facebook
followers, so the potential reach may be smaller. Facebook relationships are driven largely by people
you’ve met; Twitter is driven largely by interest.

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