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How to Manage Social Media for a Multi-Brand Company

Tiffany Winbush

I’m less than six months into my new role as Global Social Media Manager for the Mergermarket Group, a global media company that delivers independent corporate financial news, intelligence, and analysis from around the world.

I’m tasked with building and executing a social media strategy that includes 11 brands in the Mergermarket Group parent company.

How to Manage Social Media for a Multi-Brand Company

Anyone in a similar position of managing multiple social media accounts knows that it’s no small task coordinating internal teams, creating compelling content for multiple audiences, and developing authentic relationships with your community. These can often be challenging tasks, but they’re definitely doable.

Here’s what I’ve found to be most helpful since starting my role as a Global Social Media Manager.

Conduct a Social Media Audit

If you’ve been tasked with managing social media for one brand, you can probably assume that you’ll be responsible for managing one Twitter feed, one Facebook page, etc., but this won’t be the case when you’re managing social for a parent company with a global presence.

Before you begin rolling out new content, complete a social media audit. You’ll need to determine where your company currently has a stronger or weaker social media presence before you can effectively move forward with a social media strategy.

Identify the Owners of Each Social Media Channel

You might need to do some digging, but you’ll need to pinpoint who’s the owner of each social media channel that your company has a presence on. Get access to the username and password, as well as the email address that’s associated with the account when it was created.

You should also consider changing the passwords once you have access to the account. Additionally, use this time to connect with the previous owners of the social media channels and discuss what social media strategy was in place prior to your arrival.

Create a Social Media Strategy That Includes Individual Goals for Each Brand

Rolling out one streamlined social media strategy may sound like a great idea, but you’ll need to cater your strategy and goals to each individual brand.

Take into account the social media presence of each brand and determine the outcome of their goals based on this initial benchmark.

Continue to Maintain Allies

Before you arrived, social media was being managed by someone, even if he or she wasn’t a dedicated social media manager. Continue to maintain relationships with these allies, as they’ll help make your job easier as you begin to manage a variety of brands, each with different social media goals.

Managing social media for a global brand will take a combination of great time management, creativity, and teamwork. But with a solid strategy and team in place, it can be accomplished.

Do you manage social media for a global corporation, or for more than one company? How do you effectively manage it all? Leave a comment below to share your insight. We’d enjoy reading your feedback.

Tiffany Winbush

Tiffany Winbush

Tiffany Winbush is the Global Social Media Manager for the Mergermarket Group, which delivers corporate financial news, intelligence and analysis from around the world. In her role, Tiffany is responsible for content creation and driving social media engagement across 11 brands that fall underneath the Mergermarket Group family of products. Tiffany lives in NYC with her tech entrepreneur husband and two year-old daughter. She is passionate about empowering women and girls and volunteers regularly with the over 100 year-old public service organization Delta Sigma Theta Sorority, Inc. Tweet Tiffany at @TiffanyPR or connect with Tiffany on her blog, Women Making Moves.

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