So, you’ve decided to use Twitter. But now the question becomes, how many Twitter accounts does your company need? Is it best to have just one company account or a handful? Some companies benefit from having a single account while others prefer to have a separate account for services, geographies or company functions. While there’s no golden rule for determining what will work for your company, there are a few things you should consider when deciding how many Twitter accounts to run.
What do you want to tweet about?
Before you can determine the number of accounts to run, you need to figure out what exactly you want to tweet about. Are you using Twitter for promotional purposes or as an avenue for customer service? Is it for specific products and services or geographies? Is it for internal use by HR? By determining what you plan on tweeting about, you can determine if multiple accounts are truly necessary by identifying the function each will serve. If an account doesn’t serve a specific purpose it’s not worth your time.
Do you have the content?
You can't run more than one account if you don’t have enough relevant and insightful content for each of them. If you have content specific to the different functions you’ve identified above, having more than one Twitter account would make sense. The benefit of having multiple accounts is your ability to distribute more tailored and engaging content that is more likely to be seen by users. Running one account that posts things that aren’t relevant or useful to certain users can result in a loss of followers. If you don’t have enough content to successfully sustain separate accounts for each function, there’s no point in maintaining more than one.
Do you have the time and resources?
More Twitter accounts = more time.
Successfully implementing your social media strategy takes a considerable amount of time and effort, and it goes without saying that running more than one Twitter account takes more time and resources–especially when you need to balance your Twitter activity with that of the other social media platforms you’re using. You must be committed to keeping each account active and engaging–an account with no action only looks bad for the company running it and is ultimately useless. Do you have the time and resources to keep each account active and up-to-date with the necessary content? If you know you don’t, it’s best to put the time you do have into gaining traction with your single account.
Like all things in B2B marketing, there’s no hard and fast, “one size fits all” rule for using Twitter. The number of accounts your company should run is entirely dependent on you, and as long as it is easy and intuitive for your customers to find and connect with you, then you’ve picked the right number.
Do you use multiple Twitter accounts? Share your thoughts below.
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