As you begin (or continue) to use Twitter for your business, you’ll want to develop a strategy for how your accounts are represented and managed. Will you tweet from a single company account? Will individuals represent the company? Which accounts send what type of content?
Businesses often have more than one presence on social networks. It isn’t necessary to figure it all out up front, but it’s important to keep in mind as you get more familiar with Twitter and the potential uses for your business.
For example, you may choose to use one Twitter account to represent your brand and communicate with customers, while using a personalized account for communicating with industry contacts. Another option is to dedicate an account to customer support with your primary account being used for sending out the bulk of information and audience engagement.
There is no right way to approach Twitter, or your social media efforts in general, as much of it depends on the type of business, size of your audience, and resources you have available to manage it all.
In any case, you’ll want to start with one account until you get comfortable; and you may never need more than one. It’s worth spending some time considering your overall approach early on, as it can be difficult to change your strategy later.
In the case of our business, Sprout Social, we choose to use a combination of accounts to communicate with our audience and users. Our primary account @SproutSocial is used to communicate with our users, share useful content, and even make Sprout Social announcements. Another account, @Sprout_Support, is dedicated to resolving issues and customer service. Further, each of our team members has their own account, some with Sprout Social spirit, and others just meant for personal.
Tip: While employee accounts are their own, they may get questions about the business, be asked for additional information, or introductions. Be sure your employees know the overall strategy; and to help ensure personal accounts remain personal, they can leave out mentioning their company in a personal Twitter profile. While we suggest that you segment personal vs. business accounts, that doesn’t mean to drop the personality with your professional accounts. It’s important to have a ‘voice’ users can relate to, have some fun and most importantly, you’re not coming across as a disconnected marketing machine.
For these same reasons, later we suggest using real faces to represent your business rather than just corporate logos. Both have their place, but people often prefer to interact with a human, and a real photo makes the experience more genuine.
Finally, with any approach, make sure accounts associated with your business conduct themselves in appropriate ways all have agreed to. For example, a rant about a political or religious matter a team member is passionate about does not belong in the communication being put forth by the team, and could be damaging to your brand.
Does this give you an idea of the type of strategy you’d like to use with your business? If not, keep it in mind as you engage with your audience, and it will become more clear.
Do you already have a strategy that works for your organization? Leave us a comment and let us know what is working for you and why typ of business you have.