Companies have many options for third-party programs that can send out tweets. Each has a slightly different set of features, so it makes sense that individuals will have their own preferences for which app they like for personal use. But from a brand perspective, you’ll want to migrate your team members to a single program. Here are some reasons why you’ll want to make sure that everyone in your company picks and uses one Twitter client.

Easier Training

Social media usage is so high among people of all skill sets today that this may seem like a moot point. Almost everybody knows what Twitter is and how third-party clients work, so why would any training be necessary?

First of all, every business has a slightly different goal for social media use. Just because your new community manager has run Twitter for five brands before yours doesn’t mean that your aims, voice, or attitude is the same as those other brands. Training ensures that everybody tweeting under your company’s handle is on the same page about those goals.

Making sure that all your employees know the ins-and-outs of the same program could also help to avoid some of the common missteps that can be detrimental to a company’s reputation. For example, if your team members understand how to use the Twitter client of choice, they’ll be less likely to accidentally tweet from the wrong account or post something publicly that was meant to be a direct message.

Shared Lists and Organization

Companies that are active on Twitter have hundreds, if not thousands, of accounts that they follow. With such a high incoming volume of tweets, staring at the timeline for your business’ Twitter account can be overwhelming.

Many third-party clients offer the benefit of additional organization. You can create lists to sort the accounts you follow, which would mean a more streamlined experience for anybody accessing the profile. That means that the different people who use a brand’s Twitter account can have their own lists based on their needs.

Your team can create lists for sales contacts, for industry thought leaders, for news outlets, or for competitors, and they can keep up with just the ones that are pertinent to their work.

Additional Features

Not all Twitter clients are created equal. Some focus more on ways to streamline your feed, such as the lists mentioned above. But a large subset of programs that post to Twitter also offer more features that can help your team conduct its business faster and more efficiently.

Sprout Social is one of those full-service clients, with capabilities to assist any people at a company who use Twitter. Along with tools for scheduling tweets in advance, Sprout Social offers services for analyzing your social media performance, generating engagement reports, monitoring brand sentiment, and assigning tasks across departments.

If your coworkers don’t have the same client, it will be nearly impossible for them to take full advantage of those helpful features. Most third-party programs don’t interface with each other, so your team members will lose out on the ability to collaborate and make a united front on social media.

Better Transitions When Needed

Twitter has been in the process of exerting more control over third-party apps and their access for some time. If all of your team members are using different clients, there could be gaps where support for some programs disappear, and they’ll need to adapt to a new option.

When you have a single app of choice for your company, you can plan for cleaner transitions in case a change becomes necessary. You’ll be migrating everybody rather than trying to hold together a piecemeal operation.

This article discusses Sprout Social, our social media management tool for businesses. To learn about our editorial ethics and our commitment to objective coverage of the social media space, visit our About page.

[Image credits: Shivali Chopra, Cali4beach, Manchester City Library, John McStravick]