Why you need multiple social media accounts?

Fri 10 February 2012 15:54, Editors

Why you need multiple social media accounts?

Imagine you'll start a Chinese social media campaign, with more than 10 accounts to manage, will you be crazy? Take Weibo as an example, the big players are Sina, Tencent, 163 and Sohu, not to mention lots of small ones.

It is indeed difficult for companies with limited budget, the common solution is to use the most popular one and ignore those platforms with less market share. Is it a clever way to gain as many exposures as possible? Apparently not.

Why companies need more social media accounts?

  1. Cover the targeting audiences as many as possible. Each social media platform has its loyal users, claiming your position can reach as many people as possible.
  2. SEO purpose. As I mentioned before, not every social media platform can be indexed well by Baidu. To get exposure on Baidu, it is important to have accounts on the platforms favored by Baidu, though they have smaller market share.
  3. More exposure. Gain exposure on all channels.
  4. Competition. The competition on the biggest social media site should be quite high, and it will take you lots of time be noticed by the targeting audiences among lots of competitors, and the competition on smaller sites may be lower. To keep the account on the big one, and pay attention to the others is a better strategy.

Since it is important to have multiple accounts, how to manage those accounts can be a problem. An easier way is to use tools. If you search on Google or Baidu, you can find a lot of tools available. You only need to choose one that fits you and your workload can be reduced a lot.

Below is an example on how those tools work.


This is the setting page. In this page, you can link the accounts.

After you enter one message, you can update it to certain account(s) as you want.

Actually, this kind of tool is easy to create, and you will not need to feel bored in continuous posting. If you have a better idea, please leave a comment. Waiting for your opinion.

*Picture is from Yourmembership

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