When devising your social media strategy, several fundamental questions need addressing. Which platforms are the most suitable for investment? What should be the frequency of your posts? How will your social media team be structured? While these considerations are crucial for effective social media management, there’s another aspect to ponder: How many accounts do you require?
Although having one account per platform may seem ideal initially, depending on your business’s requirements and social media objectives, managing multiple social media accounts for different purposes might be more advantageous. Let’s explore how to assess your account needs and develop a strategy tailored to a multi-account approach.
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Signs Your Business Needs Multiple Social Media Accounts
Determining whether your business necessitates multiple social media accounts can be challenging. Here are four indicators that suggest it might be time to invest in multiple accounts:
- Dominance of Customer Support: If a significant portion of your posts revolves around addressing customer support issues or complaints, establishing a dedicated account for these matters might be beneficial. Xbox Support’s Twitter account exemplifies this approach, focusing on providing assistance and solutions to users’ queries.
- Management of Multiple Audiences: If your business caters to diverse audience segments with distinct interests and preferences, managing multiple social profiles could be advantageous. For instance, Texas A&M University targets faculty, students, alumni, and various academic departments, necessitating segmented accounts to ensure relevance and engagement.
- Regional Differences: Businesses with multiple locations or serving diverse regions may benefit from managing separate social accounts. Aldi’s Twitter strategy exemplifies this approach, with distinct accounts for different regions featuring tailored content and language to resonate with local audiences.
- Variety in Product Suite: Enterprise-level businesses with a diverse range of products may find it advantageous to create accounts for specific products or user segments. Salesforce, for example, manages accounts for different products to reach a wider audience with relevant content.
Managing Multiple Social Media Accounts: 5 Steps
While managing multiple social media accounts may seem daunting, following these five steps can simplify the process:
- Establish a Strategy: Begin by defining your account requirements, whether by purpose, audience, location, or product. Set tangible goals for each account and continuously measure performance against key performance indicators (KPIs) to ensure alignment with business objectives.
- Document Brand Guidelines: Formalize your brand voice, tone, and visual guidelines for each account to maintain consistency across platforms. Account for any nuances or shifts required to resonate with specific audience segments.
- Repurpose Content: With multiple accounts, the need for content creation increases. Implement a robust content repurposing strategy, including crossposting, retweeting, and developing a library of reusable assets to maximize efficiency and reach.
- Invest in Social Media Management Tools: Utilize social media management tools to streamline tasks such as content scheduling, engagement tracking, and performance analysis across all accounts. Platforms like Adorack offer comprehensive solutions for managing multiple accounts efficiently.
- Automate Tasks: Leverage automation tools to handle routine tasks like message aggregation and response management. Features such as Adorack’s Smart Inbox and Custom Post Variables facilitate seamless management of multiple accounts with minimal manual intervention.
By adopting a strategic approach and leveraging appropriate tools, managing multiple social media accounts can enhance audience relationships and streamline operational processes, ultimately contributing to the overall success of your social media endeavours.