Facebook has been working hard to convince users and advertisers that it’s a venue for real-time conversations, not just a place for talking about something before and after the fact.On the evidence from Super Bowl Sunday, it still has quite a ways to go before it catches up with Twitter as a live medium, however. In fact, it appears to be losing ground.
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The number of top brands that used Twitter for real-time marketing (RTM) during last night’s NFL championship game spiked dramatically from 2013, when a clever tweet about the blackout from Oreo opened many eyes to the power of instant social media virality.
Meanwhile, somewhat fewer brands did RTM on Facebook and Instagram this year than did in 2013. This despite the massive user growth of Instagram in the interim, the introduction of advertising there and Facebook’s introduction of a “Trending” module in News Feed meant to call attention to events and conversations playing out in real time.
According to Mass Relevance, the most retweeted post of the game came not from a marketer but from Hillary Clinton, who tweeted this (and who doesn’t seem to realize that Fox and Fox News are two different channels):
It’s so much more fun to watch FOX when it’s someone else being blitzed & sacked! #SuperBowl
— Hillary Clinton (@HillaryClinton) February 3, 2014
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