As the social media hype continues to grow, we ask the million dollar question for marketing. Which channels are best for business? A recent research report titled “Subscribers, Fans, and Followers” asks Facebook and Twitter users as well as email subscribers whose more prone to purchase products from these marketing venues.

Many marketers adhere to consistency with their marketing messages across social media and email channels. But when looking at the findings in the report we find that the audiences across these three channels have different needs and motivations.

Daily Twitter users who followed a brand were more than twice as likely to purchase a product from that brand than a Facebook user who “liked” a specific brand. Further, Facebook fans were the most likely group to disagree with the question as email subscribers fell in the middle.

The pattern among Twitter, Facebook, and email was similar when individuals were asked whether they’d recommend a brand in their social circles. 33% of Twitter users were likely to recommend brands while 24% of email subscribers and only 21% Facebook users responded in favor.

According to the study, Twitter followers are the most attractive group to marketers though it’s a smaller user base. Only 3% of US internet users follow a brand on Twitter. That 3% however, are the brand influencers compared to Facebook users and email subscribers. Facebook users generally become brand fans more for self-image because a connection has already been established in real life.

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