03/10/11

By Keredy Andrews

The importance of social media in increasing online influence and visibility should be clear to the majority of brands marketers by now, with Facebook alone holding the key to over 750 million monthly active users. However, brands looking to utilise these networks to their full capacity ought to look beyond the promotion of a single profile, instead using numerous profiles to promote itself and its products.

There are numerous ways a brand can look to incorporate multiple profiles to increase its outreach, with one of the most useful tactics being the incorporation of brand pages across numerous leading networks, such as Facebook or Twitter. Different social networks attract different users, and as such brands must look to utilise different networks to reach a wider range of online users. Social media followers across varying networks are likely to use these networks for different means, whether to interact with friends or to follow brand pages and interact with them. A presence of different social networks ensures a brand is reaching as many fans as possible, especially if certain social network users only have a profile on a single network.

Of course, brands can look to create more than one page on a single social network, but if they choose to do so it’s imperative they keep such pages and the content within varied. The types of pages created could include -

Foreign language pages — Creating region specific pages is a great means of increasing a fan base on a global scale. A global brand looking to appeal to fans on a more personal level could create local pages to help appease the needs of local fans, rather than leaving them to rely on a global page which is likely to be updated in English.

Product specific pages — Brands may look to create new pages specific to a certain product or campaign that’s been announced. These may not be as effective as a global page, but they are likely to appeal to hardcore fans and will allow greater depth into a new campaign. Follower numbers may be low for such a page, but the level of engagement is likely to be much higher.

Personalised pages — Alongside a brand’s page it could be recommended to introduce a personalised page for an employee within the brand, preferably someone in a senior role such as the CEO or MD. This offers the opportunity to continue promotion through the employee’s page, whilst also allowing fans and followers the opportunity to interact with someone within the business. This also helps put a face to the brand, giving it a more personal appeal.

Customer support pages — Such pages may not prove as effective for some brands compared to others, but for the likes of the technology sector these could prove a vital resource for a brand to meet the needs of its customers. Whilst allowing the opportunity to respond to fans in a quick and timely manner, such a profile also acts as a database of fan queries and questions which other users can choose to come back to and reference to find a solution to their own problems. Such pages can also act as an extension to an existing customer relationship management system, offering customers more avenues to find answers to their problems.

Of course, brands need to determine how important the introduction of multiple profiles could be to their own outreach campaign. Although useful, businesses new to the social sphere may first want to focus on a single page before looking to expand. But for those that do expand, the key is to keep content varied and consistent. Copied content across different pages will only have a negative impact on a brand’s online image, and is likely to have a negative effect on a brand’s social campaign.

About The Author

Keredy is a Senior Account Manager at integrated PR, SEO and social media agency, Punch Communications and also has a wide range of events coordination experience. Her work in the public and private sectors has included media relations and campaign management as well as being responsible for internal communications and web content. Her undergraduate degree focused on Literature and in 2009 she completed a Masters degree in Writing and New Media. In her spare time, Keredy enjoys reading, cooking, growing herbs, fruit and vegetables on her allotment and walking.

www.punchcomms.com