When asked where my clients put their social advertising dollars to drive real ROI, I frequently find myself saying, “Facebook is like the Google of social, and Twitter is like Bing.” I hate saying it, but it’s the reality.
Facebook dominates in terms of ad dollars and performance and has the user base and engagement to back up growth that doesn’t seem to be slowing down any time soon. As you’ll read later on, some burgeoning, not-yet-public platforms like Pinterest and Snapchat may be in a better position than Twitter to take ad revenue from Facebook.
