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Yesterday I posed a question to Twitterland that received some interesting responses on both sides of the fence, so I figured I would bring it here to look into a little more deeper and have even more people chime in. The question was essentially, how do you feel about businesses/websites/organizations who have more than one Twitter account? One which is the more personable account (the face of the organization, much like Scott Monty is for Ford) and another that is primarily for news, company/site updates, and links to articles posted on the site?
My initial thought was it depends. Some of the Twitter responses took both sides of the issue…
So, let me add a few thoughts that couldn’t really be expressed in 140 characters…
- We can’t assume that the “typical” Twitter user uses it just like we do. As marketing professionals, we prefer to see a face associated with the brand and don’t like accounts that just post links. I do think that in the majority of cases, this is true for the “typical” user, but there are exceptions.
- News sites like CNN, ESPN, and USA Today may be better served having an account that just posts links to their articles, and then having one of their more prominent personalities have an account for commentary. That way, people can choose if they want just the facts or want someone to tell them what they think about the facts. Another example would be certain shopping websites. Some fans may ONLY want tweets about coupons and deals from Amazon. Others may want reviews of products, pictures, and a personality. Would it make more sense to separate these accounts to please the highest number of people (even if one group is smaller?)
- If you do have two separate accounts, it is important to make it very clear to followers that the other account does exist.
- Oftentimes, leaders of a business/organization have very busy schedules and don’t have time to tweet about all of the important news and information from their company. Now, before you say that they obviously are being huge slackers, quit thinking about people like David Armano, Scott Monty, and those type people because, quite frankly, most execs don’t have their social media act together like these guys do. In big, international corporations or business that produce a ton of content (like newspapers), it really may not be worth their time informing followers about every news item, so they just stick to the major ones and let someone else aggregate the rest of the news in another account.
- This isn’t to say that the company account has to be entirely links. It could be more than that…
So, what do you think? Is it appropriate for an organization to separate their accounts into a more personable one and one that is mostly news, articles, and the type? Is it even preferable? Let’s hear your thoughts…
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Comments
07.29.10
I think one dynamic account is the best way to go. I'd rather follow one account per company that gave me interesting links, updates and commentary, than multiple specialized accounts.
Sometimes a person's individual Twitter might be interesting (for instance, I follow @BrazenCareerist AND @PaughGinney). In these cases, I'm interested in updates from the company (e.g., blog posts from all sorts of people, news and commentary), and also in the personal thoughts and interests of someone from the company. I think that's okay, and each user will choose whether to follow the company and its public faces, but having separate twitters within a company would annoy me, and I would probably just pick one to follow.
07.29.10
Thanks Lyn, for stopping by and commenting! I would tend to agree that 9 times out of 10, I prefer them to be condensed, but as you said, it may be fine in instances like Brazen's accounts where you have one devoted to the community and Paugh, who is the face of the community, also talking about personal content.
As usual in social media, I don't think there is an overarching "You Must Do It This Way" answer. Instead, different scenarios require different approaches.
11.02.10
I would tend to testking 640-863 accede that 9 times out of 10, I adopt them to be condensed, but as you said, it may be accomplished in instances like Brazen's accounts area you accept one testking 642-436 adherent to the association and Paugh, who is the face of the community, testking 642-642 aswell talking about claimed content. As accepted in amusing media, I don't anticipate there is an overarching "You testking 642-825 Must Do It This Way" answer. Instead, altered scenarios crave altered approaches.
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