Why brands should stick to one, parent social account.

1. PREPARED BY MARISSA CRANDELL
Social Media
Amplification Strategy
WHY BRANDS SHOULD STICK TO ONE, PARENT SOCIAL ACCOUNT

2. THE DILEMMA
SOCIAL OBJECTIVE
When I started working for a large client, I received a lot of requests to
open & manage social accounts for specific business divisions (small
businesses, financial institutions, health). This presentation is the exact
replica of how I explained to 50+ marketing team members the
importance of sticking to a single social persona in order to maintain
branding and consistency.
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3. MULTIPLE SOCIAL MEDIA ACCOUNTS
SOCIAL OBJECTIVE
GENERAL RULE: Most businesses should stick to a single social persona in order to maintain
branding and consistency.
It is easier to keeps tabs on messaging and promotions.
This is especially true for channels like Twitter where the customer interaction is brief and first impressions are
important.
Keep communication limited to one account where your customers can find everything they
need in one place.
Communication via multiple pages will most likely result in the lose of clear, customer communication and
brand voice.
A new sub-brand account that is not frequently updated could drive potential followers away.
Multiple social accounts leads to customer confusion, especially if the accounts aren't clearly and/or properly
branded.
Risk of losing followers from one account to another, not only hurting the parent account, but can leave both
with a low following.
There are SEO penalties when your brand is heavily diluted.
If you're posting the same content to multiple accounts, search engines treat this the same as having duplicated
pages on your website.
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4. RECOMMENDATION: ONE HANDLE
SOCIAL OBJECTIVE
Continue to amplify messaging/divisions' offerings via executive thought-leadership.
Creates credibility.
Uses less resources than managing a new account.
Cross-polinate executive content through brand's social media handle's to promote specific
divisions' offerings.
Create branded hashtags that clearly organize different divisions' content shared via social
media.
Social posts will be segmented, searchable and only one account needs to be followed.
Use social advertising to ensure the right people see the right content.
With a very small budget and detailed targeting, advertising guarantees the right audience will
see your posts.
Continue to use company-wide editorial calendar shared internally to ensure all segments are
promoted across one, central account.
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5. AMPLIFY THROUGH BRANDED
HASHTAGS
Use one account to
speak to all divisions of
the business with
branded hashtags. All
the division's content
will be:
Segmented
Searchable
Promoted from one
account
@ParentAccount
#TSYSMerchant
#TSYSecurity
#TSYSHealth
#TSYSFI
CREDIBILITY
ENGAGEMENT
CONSISTENCY
Thought-
Leadership
Website
Traffic
Brand
Loyalty

6. AMPLIFY THROUGH BRANDED HASHTAGS
SOCIAL OBJECTIVE
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Tag
executive to
increase
thought-
leadership
credibility.
The ultimate goal
would be to have
others include the
branded hashtag when
sharing our content
and/or media
mentions. This is
called user-generated
content.