Although Facebook and Twitter are valuable additions to any social media strategy, they couldn’t be more different in terms of engagement. A new study has found that many brands prefer Facebook to Twitter when it comes to interacting with fans.

Social media analytics company SocialBakers studied the top brands — including Coca-Cola, Starbucks, Playstation, and McDonald’s — on Facebook and compared their presence on the social network to their Twitter account over the past month.

Despite being beta testers for Twitter’s advertising products, brands like McDonald’s and Starbucks have seen better results on Facebook than the microblogging platform. Engagement rates are between one and five percent on Twitter compared to Facebook, where engagement falls between 30 and 80 percent.

Only two brands saw higher engagement rates on Twitter than on Facebook: Oreo and Skittles. Currently Oreo is running a Twitter-specific campaign, which probably has a huge effect on its engagement.

SocialBakers explained the difference, stating that “Facebook engages people in a conversation and a dialogue providing its fans with a feeling of exclusivity.” Fans have the ability to access all the brand’s content — including photos, links, and so on — in one place.

Twitter, on the other hand, is limited to 140 characters. It’s arguable that Twitter’s content reaches more people since, in some cases, Facebook’s content is limited to those that click Like. Because of this, Twitter is great for brands that want to live-stream or share blog content and promotions.

This is why it’s important to develop and implement a social media strategy. Both platforms have strengths that if taken advantage of can really boost your brand’s social media engagement. It’s also something that you’ll have to readjust as time goes on to ensure that you’re using these tools effectively.

[Via: The Next Web, Image credit: C.P. Storm]