Know-How Exchange : Social Media

I manage social media for a childcare franchise. We have two distinct audiences -- prospective parents and prospective franchisees. We have two separate Twitter handles and blogs. However, because of the nature of Facebook, we have maintained a single Facebook presence (with a tab discussing franchise development).

Additionally, we use Radian6 to monitor online conversations.

Hi Keith, in marketing "segmentation" is the key. i would strongly suggest to have a different FB/Twitter for each segmented markets. Good luck!

You need to treat each target audience separately in every way. They have different needs, you provide different benefits, and if you try to combine them you will just confuse both groups.

Don't even think about trying to put them in the same place.

We currently use the same accounts to market to two different target groups. They do crossover though. So, it depends on how far apart the two segments are.

Also, you would need to assess your ability to keep up with two social media presences. If you have the manpower and creativity to successfully market those two entities then you definitely should.

Hi Keith,

The answer to your question is in your statement - "The company works with both businesses and education and the needs and lingo differ for each."

Because you audiences are clearly defined AND the language is different calls for segmented social environments. However, you can consider segments some environments (those with feedback loops) and combining others where your sharing more product and company information this more focused on brand equity.

For example, segment both twitter and facebook but have one tumblr environment that is focused on more broad business and/or product conversations and not just one audience but all audiences.

Wishing you great success,

Monique Terrell
@moniqueterrell