In the year 2016, it is rare to see an effective content marketing strategy that doesn’t recommend a company having some sort of Facebook presence. Furthermore, depending on the number of locations, products or messages, many companies today cultivate a strong social community via multiple pages. While chunking up a following among numerous Facebook pages may seem counter intuitive, it often works to the advantage of some brands, especially for those with very distinct or wide varieties of product lines (think 3M, Johnson & Johnson, etc.).
However, one golden rule must always be followed when a company has multiple accounts to manage – keep the content varied. Varying the content for each page is key to keeping your followers engaged and informed for these main reasons:
1) A Facebook fan may follow more than one of your brand pages. This occurs more often than not and can look unprofessional to your audience if they see that the same content is being posted to supposedly different pages. It can call into question – what’s the point is having multiple brand pages? With Facebook’s new algorithm changes, it is essential to your marketing strategy to keep up to date on how the links will appear to a fan who follows more than one of your brand pages.
2) A company can come off idle, too corporate and/or out of touch. Often times a company will create multiple brand pages to better connect with specific customers and appear more approachable. Therefore, when the same Facebook content is posted to these multiple accounts, the relate-ability and relevancy to the specific followers of that page can be lost and cause disengagement.
One brand page vs. multiple brand pages
Building a loyal audience via numerous Facebook brand pages may seem ineffective, however, this is the key to some brands’, such as Lululemon and 3M, online social media success. But for other businesses, such as Butter Lane and Primp Boutique, one Facebook brand page does a proper job of growing a strong community on social media.
For a company such as Lululemon, with multiple locations, you’ll find information on in-store events and product stock details on their local brand pages. These individual stores are responsible for implementation and determining content for each community. On Lululemon’s main page the strategy centers around responding to guest needs, promoting new gear and highlighting with active photos the Lululemon lifestyle.
3M also has multiple Facebook brand pages that are under the umbrella of the main corporate 3M page. The other brand pages highlight and promote each individual product of 3M, with content focused on that product and that specific community of customers.
On the other hand, for businesses such as Butter Lane and Primp Boutique, one brand page makes sense because there is overlap between customers. These type of companies see the most value in having one consistent voice for their business on Facebook. Additionally, having a single page allows companies such as Primp, for example, to engage with their customers in a streamlined and sustainable way without losing the brand voice.
Though keeping the content varied is the best strategy when dealing with multiple brand pages, sometimes this isn’t feasible when similar messaging is needed to be communicated. In this case, customizing and tailoring your message to fit each unique page and that audience is the best strategy. By doing this, it will help fans stay engaged because they still receiving relevant messages meant for them, as opposed to traditional marketing messaging that feels forced or unconnected.