Twitter's reliance on the "one-way conversation" between influencers and followers is keeping it from connecting tweets to sales, whereas Facebook's friend-to-friend discussions are "so much stronger ... for commerce," says Brad Kam, vice president at Curebit. "Facebook is responsible for 10 times the number of shares, 20 times the amount of site traffic, and 30 times the number of new customers acquired," he says.

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