Free Assessment: How does your inbound marketing measure up?

Get Started

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started

Free Assessment:

When Should You Split Your Brand Presence on Social Media?

By Karisa Hamdi

When Should You Split Your Brand Presence on Social Media?

when-should-you-split-your-brand-presence-on-social-mediaShowcasing your brand across social media has become a vital way for audiences to connect with your company on a more personal level. But, when your company has multiple buyer personas or products  how many different personalities do you have to develop? Should you have a profile for every persona?

Catering to Different Buyer Personas

Let’s take Kraft for example. Kraft has so many different brands underneath its parent company i.e.Capri-Sun, Jell-O, Kool-Aid, Boca-Burger, Maxwell get the point. Each of Kraft’s brands have a drastically different audience all with unique lifestyles, goals, and pain points you’re trying to solve for. As a company, Kraft needs to be able to speak and appeal to the followers of everyone of their brands.

Divide and Conquer

Imagine going onto Carpri-Sun’s twitter and seeing a tweet along the lines of “Looking for a coffee that’s good til the last drop? Maxwell House stays fresh up until the very end” Tell me you wouldn’t me confused? I know I would!

When your company carries brands that are so different from one another, like Kraft, you don’t want to confuse your followers with mixed or inconsistent messages.

If you do, your message is less likely to resonate or appeal to them. They won’t be getting the content and information they’re looking for and they may even end up turning to a competitor that has a clearer social stream, that gives them exactly what they’re looking for and want to hear.

When Shouldn’t You Divide Your Presence?

1. Similar Personas

What if your company doesn’t have a million different brands like Kraft?

If you’re targeting buyer personas that are only slightly different, keeping your social accounts unified is the better option. But how do you share unique messages to your different buyer personas?

Share a variety of content that will appeal to different audiences at different times.

For example, consider sharing one post to appeal to each persona, every day. Focusing on only one can make others feel excluded or underrepresented by your brand.

Make sure the language or imagery you’re using in your messaging doesn’t offend one of your audience types while appealing to another. You don’t want to end up with a bunch of angry Tweets or Facebook messages claiming your company pushed the wrong button.

2. Limited Resources

If your company doesn’t have the team or time to keep up with one social account, splitting into even more shouldn’t be something you’re considering. Focus on building one, strong  presence, instead of stretching yourself between multiple, mediocre accounts.

If you don’t have the resources at the moment to stay on top of your current social media, how will you stay up to date on another brand’s social postings?

Start by using what staff and little time you do have to build up a single account on the social network that make sense for your audience, so you start building a strong social presence.

3. Low or Inactive Audience

Your company may have the manpower to spare, but does your social account have the followers to spare?

When you start creating multiple accounts you risk cannibalizing yourself and losing followers from one account to another. This not only harms your original account, it leaves both accounts with a low amount of followers.

A low or decreasing follower count can make your online presence seem weak or seem uninteresting to potential followers, so keep this in mind before starting multiple presences.

Key Takeaway

Social Media is an important aspect to any brand’s marketing strategy.

If your company has multiple brands with big personalities, the manpower, and time to maintain each social account, go for it! If not start with one.

Even if you feel like you don’t have the time, pick one platform that makes sense for your audience and start posting! Once you develop a social media strategy and gain momentum it’s easier to grow multiple accounts from there. No matter how big or small your company is, it’s important to meet your personas where they’re already hanging out and start the conversation. Once you connect with your audience on a more personal level, there’s no limits to how you can improve your product or services.

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.


Social Media Marketing
Published on August 11, 2015

Recent Articles

Should Your Demand Gen Strategy Change in a Slumping Economy?
April 12, 2023 • 5 min read
How To Build an Effective Instagram Video Marketing Strategy
April 30, 2022 • 12 min read
How Facebook's news feed algorithm works and prioritizes content
July 14, 2021 • 4 min read
Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust
July 7, 2021 • 4 min read
Best times to post on social media in 2021 (new data)
May 19, 2021 • 4 min read
Twitter fails to buy Clubhouse, whose creators can now make money... so what?
April 8, 2021 • 6 min read
Marketers, Facebook Analytics will be no more on June 30, 2021
April 2, 2021 • 2 min read
7 Best Social Media Management Tools (+ Video)
March 26, 2021 • 12 min read
12 ways you're totally blowing your business social media strategy
March 24, 2021 • 11 min read
Twitter teases Super Follows, Communities; undo send tweet still a rumor
March 11, 2021 • 4 min read
LinkedIn adds new 'Products' highlight tab on company pages
February 25, 2021 • 2 min read
54 jaw-dropping social media statistics for businesses [New for 2021]
February 23, 2021 • 8 min read
Facebook video best practices: what you need to know to grow your video presence
February 16, 2021 • 9 min read
27 best digital marketing news sites
January 26, 2021 • 7 min read
Should you care about Clubhouse, the new audio-based social media app?
January 19, 2021 • 3 min read
How to maximize lead generation via Facebook posts and ads
January 18, 2021 • 4 min read
Working with IMPACT on paid media: What to expect
January 13, 2021 • 4 min read
Instagram advertisers can create branded content ads on creators’ accounts
January 6, 2021 • 2 min read
The top 10 social media trends for brand survival in 2021 [Infographic]
January 2, 2021 • 4 min read
6 holiday campaign examples that are total showstoppers
December 25, 2020 • 5 min read
Pinterest continues diversity and inclusion efforts with new features and leadership
December 16, 2020 • 3 min read
TikTok still available in the US despite not reaching a sell-off deal
December 11, 2020 • 2 min read
New Pinterest weighted ads have better CX customization
December 8, 2020 • 3 min read
Social media image sizes guide for 2020, 2021, and beyond (+ examples)
November 11, 2020 • 13 min read
New report: 2021 social media marketing predictions
November 10, 2020 • 4 min read