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How to Easily Manage Multiple Social Media Accounts

How much time do you spend switching between social media tools in one day? Is it worth it to consolidate that time into an all-in-one solution?

There comes a time in every social media manager’s career where you get tired of jumping between tools. Maybe you’re now managing one company’s accounts on three different networks. Even your engineering team wanted their own social account under your brand name.

A good example of managing multiple social media accounts is with Pinterest and Pinterest Business. One speaks to any user on Pinterest while the other gives business-specific advice.

In this article, you’ll get an idea on why managing multiple social media accounts might be necessary and how you’d go about keeping all your messages, content and analytics in one place.

Pros & Cons of Managing Multiple Social Media Accounts

If you’re a single brand and not a marketing agency in charge of managing multiple clients, there are a few reasons for and against starting new accounts.

Pros

  • Segmented audiences: Using different accounts allows you to talk to various audiences. No more balancing your posts to make sure you’re reaching everyone. This is helpful especially for businesses that serve both businesses and consumers.
  • Location-specific news: For multi-location businesses, having individual pages may help you serve the unique needs of each geo you’re targeting.
  • Topic-specific focuses: Some brands have different topics that they take on. For example, BuzzFeed has one umbrella account and then also has other accounts like BuzzFeed Weddings, BuzzFeed Video and BuzzFeed Animals. While all of the specializations can feed into the parent account’s posts, the audience has some choice in which topic they want to follow.

Cons

  • Fan confusion: With multiple accounts come some confusion in your audience. Do they follow all of the accounts or just the ones they care about? You run the risk of dividing up the people you want to reach.
  • More work: Having more accounts means more work for social media managers. If you don’t have the time or money to spend on more work, consider a different approach.
  • Difficult to manage branding: If you’re using multiple accounts for various departments, then it might become more difficult to keep branding consistent. This is where a documented brand and social strategy comes in handy.

4 Signs That You Need Multiple Social Media Accounts

If you’re one company or organization, there are a few warning signs for when you might need to consider creating new accounts. Here are four signs you need multiple social media accounts:

1. Support Takes up Most of Your Feed

According to the Q3 2017 Sprout Social Index, social media ranks second only to in-person for consumer complaints. In fact, 47% of consumers have taken to social media to complain.

key channels for consumer complaints

If you find that addressing complaints and issues is taking up the majority of your account’s post, you may benefit from starting a separate support account.

Fitbit Support is a good example of this in action. Their staff is able to quickly address concerns and problem solve. Their Direct Messages are all about support tickets and won’t be lost in the noise of the Fitbit account.

2. You Have a Need for Automatic Posts

With the caveat that we generally do not promote automatic posts, there are some cases where they come in handy. These are most often used for topics like technical updates, weather alerts or content curation.

DreamHost Status is an automatic account that Tweets out server and service statuses. The bio clearly indicates that it’s a robot and even provides the account that does handle support.

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3. You Have Multiple Departments or Locations

If you’re a university, chances are that each department and sports program has their own account. The voice may vary between accounts and the audience will surely be different. In fact, you can see how Marquette University was able to see a 45% increase in click-through rates on Facebook with Sprout!

Other universities tend to rely on multiple accounts as well. For example, Michigan State University’s colleges, sports teams, clubs and graduate programs all have their own accounts. People can follow the accounts they’re interested in and not have to worry about the rest. There may be fewer followers but in exchange, they hope for more valuable engagement.

When you have multiple business locations that run their own sales or if you own a franchise location, you usually want to set up different accounts. These will help your customers find information faster and receive better targeted ads.

Jeni’s Splendid Ice Creams has locations all around the US. They’re easily accessed in a Locations tab on its Facebook Page and each location sends out relevant information.

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If you compare the brand page next to the location pages, you may find that some of the same posts appear. That’s okay as long as it’s relevant for everyone.

4. You Have Very Different Products or Services

If you’re a corporation, chances are that you’ve created enough products, each with their own audiences.

Microsoft is an example of this with an entire suite of products, services and events. The accounts serve vastly different audiences and allows them to reach a wide net of people.

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For enterprise social media businesses like Microsoft and UPS, they rely on Sprout Social to keep all accounts, users and profiles in one easy to manage space. See our enterprise tools in action with a free 30-day trial!

How to Manage Multiple Social Media Accounts in 5 Steps

Now that we’ve walked through reasons why you might want to consider adding more social accounts, it’s time to get to the how of actually managing them. Follow this five-step plan to manage all your accounts with ease:

Step 1: Document Your Social Media & Branding Strategies

It’s easy to let multiple accounts run loose on their own. If you make the decision to have multiple accounts, you need to have a documented strategy and even a style guide. You can create one general strategy and one individual account strategy but the idea is the same. Documented strategies help teams keep in sync with each other.

Step 2: Find a Social Media Management Software

The last thing you want to do is copy and paste the same post into multiple Facebook Pages. Find a social media management software that will help you manage both engagement and publishing in one program.

For publishing, Sprout Social handles multiple accounts with ease. With groups, you can easily publish the same content for multiple accounts and multiple networks with one button.

Schedule and Publish Posts Anytime, Anywhere

Step 3: Create an Editorial Calendar

To make sure you’re on track for your social strategy, utilize an editorial calendar in a document or in your chosen management software.

The Sprout Social Publishing Calendar gives a visual look at all of your upcoming posts across your networks. This helps you look at your marketing campaigns and social posts all in one place. It’s also especially helpful for spotting gaps in your posting schedule.

social media calendar

Step 4: Monitor & Engage

If you set up a support-specific account, monitoring keywords and mentions is very important. In addition, you want to make sure you’re not overlapping work with your coworker.

Your social media management software should include the ability to collaborate with your team. It doesn’t look good to the customer if the brand replies twice to the same Instagram post.

Manage the inbox as a team

Take a look at our team collaboration features here.

Step 5: Analyze Your Strategy

How are all of your accounts doing on an individual level? And how does the collective effort look for your brand? Maybe multiple accounts aren’t for you but you won’t know until you look at the analytics.

Track analytics across your individual accounts and how they perform together.

Reporting Suite Includes

For Agencies, Freelancers & Corporations

If you’re an agency, freelancer or corporation, you may find yourself wanting to restrict access for some of your profiles. Perhaps the corporate office wants to see all that’s scheduled for every location but they don’t want to risk having locations post from the wrong profile.

Tiered access levels come in handy for:

  • Freelancers who work with different clients
  • Agencies who manage a lot of different brand accounts
  • Corporations that have multiple locations but want each to have its own accounts

Luckily, Sprout Social has already taken tiered access into account and is scaleable for every level of business.

Never Miss a Message that Matters to Your Business
Never Miss a Message that Matters to Your Business

Hyatt, with its multiple brands and locations, uses Sprout Social to easily divide up their posts and serve them up to their relevant audiences.

In Review

There are many reasons to consider adding new social accounts to your mix. In the end, you want to make sure you’re adding them for the right reason and not just because you’ve seen your competitor do it. Once you’ve made the decision, plan it out and find the right tool to help you execute.

This post How to Easily Manage Multiple Social Media Accounts originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold

Why B2B Marketers Should Consider Interactive Content

Why B2B Marketers Should Consider Interactive Content

Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?

via GIPHY

Don’t be shy. I’m a Gryffindor wizard through and through—and apparently, I’m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.

From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps the most prolific example, creating dozens of quizzes each week that are making their way into social feeds and search results. (And almost all users reportedly finish them).

But why should B2B marketers consider adding interactive content to their mix?

Because B2B is often pegged as bland and boring. And in a crowded content market, not to mention the fact that buyers' content preferences are turning increasingly visual, interactive content is the next evolution.

But if that doesn't convince you, read on for a few more reasons why its time for B2B to embrace interactive content.

#1 – Interactive content is more engaging than static content—for the long-term.

Interactive content may seem a little gimmicky for some marketers—especially those in the B2B space. But the vast majority of marketers who use interactive content agree that it not only grabs attention, but can also hold that attention beyond that initial view.

In fact, according to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study:

  • 87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content
  • 77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures
  • 73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences.

So, if you’re aiming for awareness, engagement, and attention, interactive content holds incredible potential. But I’d also add that this is only true if you deliver quality, relevant content in an interactive format.

As my colleague Josh Nite points out: “[Interactive content is] absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience.”

[bctt tweet="#InteractiveContent is absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience. - @NiteWrites" username="toprank"]

#2 – Interactive content can differentiate you from your competitors.

Content has always been a foundational element of B2B marketing. Buyers don’t make hard and fast decisions. Instead, they do their research, weigh their options, and have multiple engagements with sales reps before they sign on the dotted line. Interactive content can help you make an impression and stand out in a crowed, competitive content landscape.

In addition, according to the aforementioned report, just 46% of marketers report using interactive content right now—which was flat year-over-year. And if history is any indicator, I’d wager that interactive content adoption among B2B marketers is far lower since the industry is typically slower to adopt new tactics.

But that won’t always be the case. Harnessing the opportunity right now has the potential to differentiate your B2B brand from the competition early on, showcasing your commitment to innovation.

For example, Prophix, a leading provider of corporate performance management (CPM) software solutions in the FP&A industry, wanted to drive awareness in a unique way around its report on the evolution of financial planning and analysis, as well as its solutions.

By repurposing its original research and adding influencer perspectives, we created an interactive quiz to help empower their audience to "crush" their jobs to succeed now and into the future.

Prophix Crush It Interactive Quiz

This anchor asset, which was promoted using a supporting mix of blog content, social amplification, email, and more, saw a view rate 6-times higher than the benchmark for a similar resource. In addition, the page where it lived garnered 3-times the average share rate. This unique approach to interactive influencer content made Prophix stand out from the competition and deliver a great resource that performed.

#3 – Interactive tools can provide you with exclusive data and analytics.

Savvy marketers are driven by data insights. And many of the interactive content tools you’d leverage for an asset come with their own analytics dashboards, allowing you to get near real-time data on how your audience is interacting and absorbing your content.

For example, Ceros, an interactive content software that simplifies the creation process, provides all the basic KPIs such as visitors, opens, and pageviews, as well as engagement metrics like time spent and interaction clicks. But they also track inbound referrals, social shares, video plays, and outbound link clicks.

Oh, and that data is viewable in its Analytics Dashboard within second of it happening.

Ceros Interactive Content Tool

While traditional analytics platforms and the data within them is invaluable, from my perspective, this more niche data can help uncover some insights that can help you refine your asset on the fly or consider how to improve other content types moving forward.

#4 – Interactive content can drive results at every stage of the funnel.

From educating buyers to creating customer loyalty, interactive content can serve a purpose (and drive results) at every stage of the funnel. Interactive content users report using the tactic for lead generation, lead nurturing, customer retention, and the list goes on.

And interactive is especially powerful, when combined with other tried-and-true content marketing tactics.

To help promote the Influencer Marketing 2.0 report based on research conducted by Traackr, Altimeter Group and TopRank Marketing, we partnered with interactive content platform Ceros to produce an Influence 2.0 interactive infographic.

Influence 2.0

The infographic was promoted via blog posts, social channels, email, and through the influencers that contributed. With calls to action embedded within the interactive infographic, this content succeeded at attracting over 1,700 prospective customers to download the full report with a 43% conversion rate.

What Opportunity Does Interactive Content Hold for Your B2B Brand?

Interactive content is here to stay. But the real opportunity doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience, as well as the potential to hold their attention for long enough to engrain your message or inspire action.

[bctt tweet="The real opportunity with #interactivecontent doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience. - @CaitlinMBurgess" username="toprank"]

So, B2B marketers. If you’re ready to break away from boring and drive better engagement, interactive content deserves your consideration.

How can you leverage interactive content? Check out our post featuring five ways of making marketing magic with interactive content.

The post Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold appeared first on Online Marketing Blog - TopRank®.

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