The questions of whether or not to run multiple Twitter accounts tugs at most business owners’ minds at one time or another. Should we have one for customer service and another for product news? A personal account and a business account?
And while the obvious answer to the question is dependent on whether that business has the time and resources to manage multiple Twitter accounts effectively, there are some common scenarios that could warrant a second handle.
1. Customer service.
One of the most common reasons that businesses create multiple business accounts is to have a separate, dedicated customer service handle.
This eliminates the headache of having to monitor a single Twitter account for both customer service related tweets and other tweets (like incoming requests for interviews), and it helps customers identify where they should send their comments and complaints.
A dedicated customer service account also ensures that all of the branding activity you do on your main account – such as tweeting promotions, crowdsourced images of your product or running a contest – is not watered down by tweets to customers about product returns or what stores your product is available in.
Of course, if you do manage a separate customer service account, you need to make sure that it is actively being monitored. Many businesses choose to include the hours of operation in the customer service account bio, so that customers know how quickly they can expect a response.
2. A personal touch.
Depending on your brand strategy, it might be a good idea to have a separate Twitter account for you and one for your business.
The CEO of a large company, for instance, will often have his or her own Twitter handle. This allows the CEO to post personal thoughts, opinions and content, and it keeps the main Twitter handle well branded and on message.
Smaller businesses, however, sometime integrate the business brand with the personal brand of the owner. In this case, it might be best to keep the two personas tied together, since the brand is built on the owner’s personality.
3. Multiple products or brands.
Larger companies will often break out their various business units, products or brands into distinct Twitter accounts.
This works especially well when they are connecting to different audience segments. If one company owns a laundry detergent brand and a men’s bodywash brand, for instance, it doesn’t make much sense to tweet the same content to those two distinct audiences.
4. Regional tweeting.
Similar to reason #3, businesses may also want to have multiple Twitter accounts if they operate in different areas of the world.
If tweeting to audiences that speak different languages, multiple Twitter accounts makes sense – it can be distracting to see two or three languages coming from an account. And if there are cultural difference or if a company offers different versions of their product to different reasons, breaking out their Twitter presence by region or area is also a good idea.
5. Niche tweeting.
Lastly, if you find your Twitter account sending out tweets on vastly different topics, you might want to consider creating a second account.
It can be difficult to build a following if you’re tweeting about recipes, motorcycles, video games and cupcakes. Although these might all be your interests, they probably are not shared by the majority of Twitter users out there. By creating a separate account and tweeting more focused topics on each, you will find it easier to build connections.
(Multiple screen image via Shutterstock)