More Is Not Merrier
The point of social media marketing is to have a seamless marketing message across multiple platforms using a uniform username that represents your business, brand or service. When multiple profiles are created under your business name, it will scatter your audience rather than consolidate it on a given social media platform.
For starters, managing several pages can be messy. It takes additional time, energy and organization to watch and engage with multiple profiles. The analysis process will also become tedious and inefficient due to the additional time and energy it takes to compound data from multiple profiles.
Having several profiles on a single platform is not only confusing for the business, but the user, too. How will consumers and fans know which profile to reach you on, or trust? Think about having several profiles on a social platform as similar to having several different URLs for your website.
When Is It Okay to Have More Than One Profile?
Facebook profiles can get confusing since there are several types of profiles in addition to a personal profile, such as pages for your business or community. Since different types of profiles serve different functions to users, it is okay to have one or more groups or communities associated with your business page, as long as you only have one business page. Groups and communities help to segment your audience and tend to their specific needs, wants, interests and lifestyles.
What it comes down to is the function of your profile. Ultimately, you do not want several profiles on a single platform that serve the same function.
How Do I Know If I Have More Than One Profile?
The answer to this question may seem overt: If you created several profiles, then you have several profiles. Despite the obvious, sometimes profiles can be created without the business’s knowledge, specifically on Facebook.
Not all Facebook Pages are created with the business’s intent or consent in some matters. Location pages can be created accidentally, confusing users who are searching for your business page. Fake profiles are something to be on the lookout for as well.
Location pages are often times created by users who are attempting to check into your business, but instead of selecting your business page they create a location page. This typically occurs when your business page name does not reflect your actual business name directly, or if a user simply does not know how to search pages or use the Facebook platform effectively.
Then there is the threat of unfriendly competition. Not all competitors play by the rules. Those who don’t may create fake profiles of your business to put a dent in your reputation. Dissatisfied customers may also use social media as catharsis in getting back at businesses for an undesirable experience. What it all comes down to is being proactive about reputation management on social media.
TWITTER, INSTAGRAM, PINTEREST
Aside from Facebook, social media platforms such as Twitter, Instagram and Pinterest do not populate profiles without a business’s intent and consent. However, similar to Facebook, there is always the slight risk that fake profiles of businesses can be created by competitors or dissatisfied customers who are trying to hurt your reputation.
It is vital that businesses keep a keen eye on social media profiles to make sure their reputation is not being skewed by duplicate or fake profiles and faulty users. As a practice of reputation management, businesses should conduct a social media audit once a quarter, with a thorough investigation of profiles with their business name on each platform. If you discover a fake profile of your business on any social media platform, immediately report the profile and reach out to support for help using the links we’ve provided below.
Making the Merge
TWITTER, INSTAGRAM, PINTEREST
If you have intentionally created multiple profiles on a single social media platform other than Facebook, it is best to merge followers onto your main profile using these tactics:
- Datamine followers from superfluous profiles onto your main profile.
- Update followers of that profile that you will be merging to your main profile. Provide the username of the profile you will be merging to so users can follow.
- Update the bio of your profile to include the information of the profile you are merging to.
- Give followers 4 to 8 weeks to make the transition, then delete the profile depending on how large your audience is. If you have a mass following on a duplicate profile, you may want to wait longer to transfer followers over, or keep the page live with a clear description in your bio stating that the profile is inactive and provide a link to follow your active username.
Facebook has several authentication and privacy policies that prevent pages from being merged instantaneously. Rather, a request needs to be put in for Facebook Admins to review then approve before any action is taken on merging the desired pages. In order for your request to be completed, the following criteria must be met:
- You are an admin of both pages
- Your pages have similar names and represent the same thing
- Your pages must have the same address if they have a physical location
- No campaigns are being run on the page that will be deleted
Follow the steps below to complete your page merge:
- Log in to your Facebook account, if your not logged in the links in Step 2 will not work.
- Go to facebook.com/pages/merge or Business Manager.
- Select 2 pages you want to merge and click Continue.
- Click Request Merge.
Once your pages are merged, page likes and check-ins will be combined. However, any posts, photos, and reviews from the page being deleted will not carry over to your main page. Additionally, the username will be deleted from the page you merge so that only the username of your main page appears in search.
In the case that your page merge request was denied due to policy restrictions, appeal the request accordingly. This process may require outreach to a Facebook Rep, which can be done via Facebook Chat.
Coming to Consensus
To maintain a congruent marketing message and brand image, it is vital that businesses use only one social profile per platform. In the case of Facebook, it is all about the functionality of the platform, and having one profile for each intended function. So, it is okay, if not a great practice, to have several groups or communities that serve different market segments as long as you only have one business profile that represents those groups and communities.
Now that you know what to do, if you have too many social profiles it is time to make the merge! If you experience any issues with merging profiles, or have any additional questions, please contact Page 1 Solutions at 800-368-9910.