We manage a lot of social media accounts for our clients – both for telecom businesses as well as their leadership teams. During setup and discussing a social strategy, the question always arises: which accounts should we be posting from? The business page or individual’s profiles?
This is where having a face to represent your company can be a huge advantage. This can be a President or CEO, for example, who can help a business appear more approachable and bridge the gap between a corporate company and potential customer. But a company-branded blog also has its advantages across social.
In the age of social media and the ‘connected shopper’, consider these points to make an informed decision about which page to use:
The following of each account. If you have hundreds of followers on LinkedIn from years of connecting with prospects and colleagues, it may be best to leverage those connections. Be sure to keep the content relevant to maintain follower engagement.
Conversely, if your company page has been active for a long time and has a large following, it may in your best interests to focus your efforts there.
The takeaway here is to continue the momentum on the account that already has a following. If neither do yet, consider the next point.
The strategy behind your social efforts. If your goal is to build brand awareness in the industry, then put your efforts into your company page.
If your goal is to gain thought leadership in the industry, then focus your efforts on your personal page. Connect with past clients and colleagues, engage with other users, and post great content. LinkedIn Publisher is a great way to showcase your expertise on a topic and get input from others. If you are wondering how thought leadership actually contributes to lead generation, check out this blog post.
The platform: Facebook, LinkedIn, and Twitter. Every platform has a different user demographic and character limit, and is tailored for certain types of content. Depending on your social strategy and the content being posted, consider the following platforms:
- Facebook: Most companies benefit from having a significant presence on Facebook. Despite a lack of engagement, it remains a top social network referrer to many of our client’s websites.
- LinkedIn: Unlike company pages on LinkedIn, personal pages are able to post into groups and post articles via LinkedIn Publisher.
- Twitter: Twitter is a great platform to voice your opinion on industry news and connect with thought leaders in the industry.
If possible, utilize both! If you have the time and resources to dedicate to managing both a business and personal account, then go for it. But keep in mind the strategy for each account should be different. In my next post I’ll discuss the different strategies and what types of content are best suited to each type of profile, so stay tuned!
If you need guidance when it comes to managing all your social networks or crafting a great social strategy, the Mojo team can help. Contact us to chat.