As publishers continue to optimize for the Twitter platform, many are adopting a strategy of setting up multiple twitter accounts and dividing their communication on Twitter into channels. We encourage the campaigns we work with to consider a similar approach on Twitter if they are serious about using the platform as a part of communications, organizing, fundraising and other aspects of their campaign.
By dividing their Twitter presence across multiple accounts, publishers provide more focused content and allow followers to select channels they want to follow. With communications and followers segmented this way, the publisher can provide more engaging content, interact more effectively with their audience, and think and act more strategically on Twitter.
With dedicated accounts/channels, a campaign can assign the management of individual accounts to specific people. This works well on the outbound side (tweets, replies, retweets, @mentions) and on the inbound (listening, learning, following) side of managing a Twitter account effectively.
A single Twitter account that is tries to constantly “feed the beast” and be all things to all people is not effective. Election and advocacy campaigns have very important and distinct objectives that can be achieved on Twitter, but they should consider focusing strategy and people on different channels to maximize impact.