Google is the unquestioned king of search engines, and Facebook is the most popular social media platform in the world. While it’s important to invest in your marketing efforts wisely, don’t conflate how these two giants operate. People generally use Google and Facebook for very different reasons, and it’s important to recognize that your tactics for generating traffic on one platform may not work on the other.
Think of the purpose behind Google: people want to know more about something so they search for answers. There is a motive or intent behind every Google search, whereas Facebook curates ads and sponsored content based on users’ apparent interests. Marketers must approach these platforms differently to make valuable connections. When tailoring a strategy to Google, the goal should be to answer very specific questions. For Facebook, it’s more about casting a larger net to a wider audience.