How to easily manage multiple social media accounts
There comes a time in every social media manager’s career where you get tired of jumping between tools. Maybe you’re now managing one company’s accounts on three different networks. Even your engineering team wanted their own social account under your brand name.
A good example of managing multiple social media accounts is with Pinterest and Pinterest Business. One speaks to any user on Pinterest while the other gives business-specific advice.
In this article, you’ll get an idea on why managing multiple social media accounts might be necessary and how you’d go about keeping all your messages, content and analytics in one place.
Pros & Cons of Managing Multiple Social Media Accounts
- Segmented audiences: Using different accounts allows you to talk to various audiences. No more balancing your posts to make sure you’re reaching everyone. This is helpful especially for businesses that serve both businesses and consumers.
- Location-specific news: For multi-location businesses, having individual pages may help you serve the unique needs of each geo you’re targeting.
- Topic-specific focuses: Some brands have different topics that they take on. For example, BuzzFeed has one umbrella account and then also has other accounts like BuzzFeed Weddings, BuzzFeed Video and BuzzFeed Animals. While all of the specializations can feed into the parent account’s posts, the audience has some choice in which topic they want to follow.
If you’re one company or organization, there are a few warning signs for when you might need to consider creating new accounts. Here are four signs you need multiple social media accounts:
1. Support Takes up Most of Your Feed
Fitbit Support is a good example of this in action. Their staff is able to quickly address concerns and problem solve. Their Direct Messages are all about support tickets and won’t be lost in the noise of the Fitbit account.
2. You Have a Need for Automatic Posts
With the caveat that we generally do not promote automatic posts, there are some cases where they come in handy. These are most often used for topics like technical updates, weather alerts or content curation.
DreamHost Status is an automatic account that Tweets out server and service statuses. The bio clearly indicates that it’s a robot and even provides the account that does handle support.
3. You Have Multiple Departments or Locations
If you’re a university, chances are that each department and sports program has their own account. The voice may vary between accounts and the audience will surely be different. In fact, you can see how Marquette University was able to see a 45% increase in click-through rates on Facebook with Sprout!
Other universities tend to rely on multiple accounts as well. For example, Michigan State University’s colleges, sports teams, clubs and graduate programs all have their own accounts. People can follow the accounts they’re interested in and not have to worry about the rest. There may be fewer followers but in exchange, they hope for more valuable engagement.
When you have multiple business locations that run their own sales or if you own a franchise location, you usually want to set up different accounts. These will help your customers find information faster and receive better targeted ads.
4. You Have Very Different Products or Services
Microsoft is an example of this with an entire suite of products, services and events. The accounts serve vastly different audiences and allows them to reach a wide net of people.
Why You Should Have Multiple Social Media Accounts?
With so many social media platforms, it can be confusing deciding which ones to utilize. Especially considering the strategy on each app is slightly different. It can feel like too much of a bother managing multiple accounts.
- Increase visibility and brand awareness: A large part of your potential customers will have a profile on at least one social network. And certain apps resonate with different demographics, so you’re casting a much wider net of potential customers by using multiple accounts.
- Improve the online reputation of your business: Social media is a great place to define your brand’s personality and establish who you are, and each app has its ways to do that. For example, Instagram can showcase videos and behind-the-scenes footage. In contrast, Twitter is a great place to show witty and snappy comments. Each app allows a different type of creativity and connection with your audience.
- Facilitate communication between the company and customers: Social media gives brands a direct communication channel. Customers love how accessible brands are on social media; it helps build trust between the brand and customers.
- Promote products or services with different strategies: As mentioned earlier, each social media platform works differently. The preferred content and algorithms vary, giving you more opportunities to reach people in creative ways. And when you manage multiple social media accounts, you can create different marketing strategies to promote your products and services.
- Analyze your competitors: Another advantage of social networks for companies is quickly detecting your competitors and studying what does and doesn’t work for them. You can see what content in your niche does well on each app to help guide your strategy.
It’s a huge advantage to use multiple platforms to reach your audience! So if you’re converted and wondering – “how am I going to add multiple apps to my plate?” well, look no further because the next section is just for you. 😘
Tips to an Effective Social Media Multiple Posting Strategy
- Create a plan for each social media channel: The most significant deciding factor for success has a plan. Even if you’re experimenting with different types of content at first, having a strategy is a solid first step.
- Post regularly: I’d suggest posting more than once a week on any app, but the more consistent you are, the easier apps know where to show your content. Some apps like Twitter and Tik Tok require daily content and interaction, while Instagram and Facebook allow more flexibility. Developing a routine helps you be consistent and predictable to your audience. And it also helps the apps make sure the algorithm begins to see and favor your content.
- Use a social media management tool: It can be a lot posting on several channels multiple times a day, but a social media tool like Tailwind App makes the job much easier! Just open the app, create, and schedule a month’s worth of content. Easy peasy.
- A/B test: The A/B test allows you to see what works best between two different things. It’s a great way to experiment with different tones, voices, content, hashtags, and titles. Comparing data allows you to see what performs better to help narrow down your strategy.
- Take advantage of hashtags: Speaking of hashtags, they’re one of the best ways to expand your social media reach organically. When you manage multiple social media accounts, you can measure your efforts and analyze performance by tracking the hashtags that you are using. Not keen on doing hashtag research? Tailwind App has a Hashtag Finder, which researches the best hashtags for each post, depending on its content.
Start reaching different demographics with multiple social media accounts! As you can see, social media management doesn’t have to be a big undertaking, especially with the help of a management app like Tailwind.