img_7458_bw_small (1)Lesya Liu is a blogger at The Social Media Current, a photographer and a social media expert. Her passion lies in art and marketing (and combining the two). You can find her on Twitter: @LesyaLiu

 

.

In my previous blog post, I discussed how to manage multiple social accounts of the same brand. But why is it important to develop unique content for each social account if it shares the same parent company?

Here are a few simple reasons:

Geographical

One of the most obvious reasons is that if different parts of business are located in different parts of the town, country or continent, it makes sense to separate businesses by locations. This gives you an opportunity to get more localized and become a natural part of that community.

If a chain of sandwich shops has stores all over the state, people might not be interested in events that happen at a store half way across the state from them. They want events that are more relevant to them; say, there is a special going on, a live performance nearby or even just community events to partake in.

Depending on how big or small a chain is, it might or might not make sense to separate them in individual accounts, but group them by parts of town, cities or states.

Demographical (Product Uses)

Social accounts can be divided up based on audience or uses of a product. For example, it’s probably a good idea to separate men’s body washes and deodorants from feminine hygiene products, even if they’re all part of personal care products.

If audiences or their needs are too distinct to cater to all of them with one page, separate them into two or more to really drive the value. You don’t want to post one post to cater to 1/3 of your audience, then another post to cater to 1/5 of your audience, and so on. This will make your content strategy look like “hit or miss” to your followers and eventually they will find better social handles that provide more value by focusing on their specific needs and wants.

Bad Rhino Rumblings - Why Separating Social Channels Might Be Your Best Idea Yet

Encouraging Following

Finally, different content can be posted on different social platforms. Why would you do that? You give your Facebook followers a reason to follow you on Instagram and your Instagram followers follow you on Twitter and so forth. Even if they love your brand, chances are they don’t want to see the same thing in their feeds across all platforms. They will eventually conclude that it’s enough to follow a brand on just one platform and not miss a thing.

It sounds daunting, but relax. You just need to get a little creative. If you’ve posted a longer-form post on Facebook introducing a new product, you can simply post a photo of that product with some text and a short description underneath on Instagram. You can do a little video introduction to post on YouTube, discussing all of the benefits of the new offering. You could curate so many boards on Pinterest of other amazing relevant content you’ve found on the internet. Yet, this way, by shifting the angle just a little bit, you get a variety of content formats to post to different outlets.

Another issue with trying to cater to everyone with one social account is that one part of your audience will not find half of the content useful that the other half will. This can (and probably will) dramatically impact your engagement rates in a negative way. Slowly but surely you’ll see less shares and comments and Facebook reach will be dropping.

This is a sign that your content is too broad for your audience, whether they differ in geographic, socio-demographic or any other way. “Niche marketing” is the new black. People are tired of irrelevant ads everywhere they go and on almost every app they use. Modern consumer feels when a brand understands his or her needs and tries to cater. The best marketing is the one that feels more like a one-on-one conversation that like a mass selling.

If you are unsure on how to divide your audience or what difference exists among your audience, the simplest way is to research before you divide. Maybe geographic location doesn’t matter to your followers, maybe differing product uses is all that matter to them. Maybe they see different values in your brand. If you already have social media presence, check Facebook Insights and/or Twitter Analytics to see how homogenous or heterogeneous your audience is. It will be apparent if a large percentage of them shares the same interests, location or you have a high affinity level with other brands that may or may not be your competitors.

Strive to provide value through unique, original, engaging content. However, this is not to say you cannot occasionally share the same content. This can be very handy in that you don’t have to reinvent the wheel if you find a few commonalities or content that will work for all your audiences. The types of content that can be adjusted to any audience can be viewed more in-depth right here.

How do you deal with various audiences that may exist for your company? Feel free to leave a comment below!