How many Twitter/Facebook accounts should the organisation have?
There’s a role for a corporate channel – it’s a definitive, official source of content and increasingly expected by the people you work with. It’s also a sensible strategy, if only to try and avert the risk of ‘cybersquatting’ where someone else impersonates the organisation or uses an official-sounding username for nefarious ends.
But it’s unlikely most people will have a strong affinity with the organisation – they’re more likely to be interested in a particular area of work, or an individual official or leader. So you may well need a strategy which can encompass some official channels backed up by many, many individual channels managed by individuals.
After all, the Communications team doesn’t answer everyone’s phones, right?
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