HOW TO: Manage Social Media Accounts for Multiple Clients

Brian Honigman is a social media account manager atLunaMetrics, a Google Analytics certified partner that also specializes in social media, search engine optimization and PPC. You can follow him on Twitter @LunaMetrics or@Brian_Honigman, and read his blog at

Most brands have accounts on FacebookTwitterYouTube,Foursquare and many other social platforms, not to mention multiple profiles within each service for different store locations, branches, audiences or product lines. As an agency that manages social clients, understanding how to keep these social accounts streamlined and organized is important for the continued success of your projects.

Here are a few tips for keeping the social workflow under control.

Delegate from the Beginning

Your first concern when trying to keep your different accounts organized should be leadership. Without a dedicated project manager delegating to other employees, many details can get “lost in the sauce.”

Immediately after the sales team closes a deal, one project manager should be the main decision maker and point-of-contact. High-level social strategy decisions should be the responsibility of that person, while they delegate implementation and welcome strategic suggestions from the team.

Hypothetically, your agency has American Express as its social client. It would be vital to keep the content and engagement consistent throughout each of the client’s profiles and social accounts. Leaders on the project may choose to delegate a geographic territory, such the profiles associated with American Express’ Asian market, to a specific team. Delegated work flow based on the market or platform helps to lower the chances of cross-pollination and inconsistency across the client’s accounts. The disbursement of responsibilities among different employees will help identify problems quickly and avoid confusion.

Organization is Vital

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