Multiple Account Strategy Question

It depends on the industry.

I am in hospitality and real estate, there are some areas where we have four locations within miles of each other. The audience isn’t necessarily different, but we maintain all three location pages. 

As for customer support/response, Sprout is a great resource to have all accounts funnel to one customer service team. Our on-site staff does not respond to messages or comments, we handle all of that from corporate. 

For content creation, we have guides and training that offer ways to capture photos and provide our audience value. 

In my eyes, it’s much harder on the paid media side to not compete than it is on the organic side. Organic is a fairly small % of your audience seeing your content.

My experience - I manage over 400 social media platforms across the United States and Ontario, Canada. 

I agree with ​@melissa.macgregor that it would depend on the industry. In my industry, healthcare, we have a process in place that allows for areas to request their own social media platform separate from our corporate presence. In addition to what you outlined ​@BethM we also want to see if the requestor is its own business entity in our system.

When we guide someone through the platform request process, it often comes to light that the requestor does not have capacity to run their own social media. It also gives the social media team the opportunity to help guide the conversation on how we can better represent their social needs on our main corporate channels.  

If it does get approval, we set up the new platform to maintain access and branding. We also do a training on how we run social media, outlining our expectations for the new platform.  

Hope this helps!