Are Clickthroughs Not Suited To Facebook Pages?

If clickthroughs are a marketer's end goal, then Facebook postings need more Twitterification, according to a study by Social Twist. Either make links a greater proportion of page content or revamp your whole online game plan.

You may need to rethink your entire online strategy: While more than three out of every four social media uses involves Facebook, shared links on the site don’t generate as many clickthroughs as Twitter, according to a new study.

Shared links on Facebook average about three clickthroughs, while ones on Twitter get 19 apiece, according to Social Twist study cited by BusinessInsider.

But this data needs clarification: within a 140-character post, any link will have more eyeshare than it would in a space that doesn’t limit the length of posts. So if clickthroughs are your end goal, then you need to Twitterize your Facebook postings — make outbound links a greater proportion of the total content on a page.

Of course, Twitter’s 140-character-per-post limit may explain why it gets only five percent of all social media traffic, while Facebook gets 78 percent.

Consider that 165 million people have Twitter accounts while nearly 600 million are on Facebook.

Clearly, a lot of Tweeple remain idle if only five percent of social media traffic happens on Twitter while 78 percent happens on Facebook.

Clickthroughs remain the most popular way for websites to monetize Twitter accounts, while Social Twist’s new statistics make a case for Facebook page administrators to embed turnkey shopping applications like Payvment or Yardsellr rather than sending traffic elsewhere.

No matter how you slice an dice the SocialTwist statistics, the bottom line is that one could always find a way to better optimize a marketing campaign on Facebook — including monetizing pages on the site.

Readers, what’s your take on clickthroughs from social media? What kinds of different strategies make sense for Facebook and Twitter?