Somewhat older, but I was busy with the FIFA World Cup. Although there is much more engagement on Facebook than on Twitter, the "newsfeed algorithm" makes things hard for companies that do not constantly engage their audiences. Snickers has 11 million fans on Facebook, 50.000 followers on Twitter. But their famous "Suarez post" was way more successful on Twitter. Some say "organic reach is dead", others say that if they would have done a better job beforehand, the Facebook post would have been equally successful.