Let’s say I’m a mortgage customer – a first-time buyer. I’m interested in hearing about the types of deals available to me. I like to know what house prices are doing. And (like most economists in the world right now) I wouldn’t mind a bit of guidance on where interest rates might head.
I don’t care about commercial loans for small businesses. I’m not that bothered about whether a broker at a firm I may or may not use has been promoted. I could probably do without hearing about a mortgage industry event that has no relevance to me, as a consumer, whatsoever.
If I follow a firm on Twitter in the hopes of getting the mortgage tips and housing market news I’m after I’ll probably get all that other stuff in my feed too and, after a bit, I’m likely to hit the unfollow button.
This scenario is a perfect example of why having more than one Twitter account for your company is such a good idea. If your firm has more than one specialism this is particularly true.
The Brightstar team are probably the most obvious example of how effective this can be when done right. Along with a main Brightstar Financial account (@BrightstarHUB) there are also separate accounts for the firm’s mortgage, bridging and second charge business (@BrightstarMort, @BrightstarBridg and @BrightstarSecur). Key staff members also have their own accounts including, of course, CEO Rob Jupp (@robjupp).
The set up means it’s easy for followers to choose the area that is of interest to them and it’s easy for the Brightstar team to know what information is relevant to put out.
But it’s not just about different disciplines. Having an account specifically for customer service, for example, enables you to separate your promotional activity from your customer interaction. If you’re tweeting about your fantastic proposition, you don’t really want to water that down, or jeopardise its integrity, with tweets responding to customers who perhaps have a complaint or an issue that needs addressing.
And, if done correctly, having several twitter accounts can give your company more of a personal touch. With various team members sharing their opinion and views, the company’s social media output feels more authentic – something likely to resonate with customers.
Of course, there is no point having multiple accounts just for the sake of it. Before setting up accounts for every department of your business make sure there is an audience for it. Avoid being too specific and, as such, severely narrowing your audience. Are people really likely to follow the ‘admin department’ account? Is there enough potential for content? The last thing you want is a load of dormant accounts that no one follows.
And if you do have multiple members of staff managing various Twitter accounts make sure there is some sort of company code of conduct in place. You don’t want everyone saying the same thing like scripted robots, but it’s equally preferable to not have a staff member shouting their mouth off about the football or tweeting their favourite celebrities under your company brand.