Can you have too many social media accounts?

The number isn’t really the issue. The larger question is: are they effective?

To start answering that question means knowing all the social media accounts used to reach audiences, because you can’t make more effective what you don’t know about.

Our research suggests that many organizations don’t know how many social media accounts they actually use to address audiences. Many have also lost track of the number of websites they operate.

A first step to making social media more effective is to run an automated social media account inventory. An audit can uncover all social accounts across all websites (relatively easy) and the results become even more valuable when each account is linked to its content owner (really hard).

Here’s what we found for Facebook when we looked at the corporate and higher education digital estates we examined in earlier articles:

A simple list augmented with account activity data — audience sizes, engagement levels, content update frequency, etc. — becomes even more powerful.

And that data can inform social media account update, delete or modify decisions, with the objective of making social media content more effective.

Because, you can’t make more effective what you don’t measure.

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