Double the social media profiles – Double the trouble?

I have two kids, born 17 months apart. (Yes, life is crazy, why do you ask?) We’re still in the pre-school stage so we’re also very much in that time in life that when one gets something, the other gets the same thing. I buy double the snacks, similar toys, and always look for deals on shoes because when one kid’s feet grow the other is getting a new pair too. At some point, probably soon, we’ll have to explain that “fair” doesn’t mean “equal”.  And that money doesn’t grow on trees.

Social media within organizations but across departments can be similar. Imagine this… The corporate communications department launches a Facebook and Twitter page. First, everyone says it’s crazy and that no one wants to find an engineer on Facebook. Then a little while later, as followers grow and it becomes fun, the requests begin. Now, different departments within the organization want their own pages. Should they have their own?

Advantages:

  • Allows for very targeted information to go to the right audience
  • Creates interaction between the organization using retweets and replies
  • Increases engagement from within the company

Disadvantages:

  • Takes away content from the main company page
  • Postings become haphazard, with little to no synergy
  • Information could get out before the organization is ready
  • Audience becomes confused about who to follow for what information

At the end of the day, this is another case where being fair doesn’t mean being equal. Companies may decide that they only want one profile set up on each social media platform. Other organizations may decide that certain departments have enough information to talk about and resources to keep the profiles up to date, while others need to send their information to the corporate department. There’s no one-size-fits-all answer to how many Twitter profiles is too many Twitter profiles. But companies should take their time and have the necessary conversations about audience, messaging, and frequency before opening up additional accounts.

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