Stop Diluting Your Brand And Up Your Twitter Power

by Kazia Mullin · 53 comments

Twitter Branding
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This is a guest post by a dear member ‘o my tribe and BGB contributor Kazia.

Please note, while I myself have multiple Twitter accounts I can’t argue with her logic!

I find the bulk of my tweeting and activity is on my BGB account, and very little action happens on the other two!

So read, learn, and implement grasshoppers… some good shite here. Oh and be sure to make her feel welcome in the comments below. ;)

I believe it was Mae West who said, “Too much of a good thing is wonderful”.  While I can’t argue with her when it comes to chocolate and shoes, the same doesn’t hold true for Twitter accounts.  Too many accounts is not a good thing.

In fact, having multiple Twitter accounts can actually hurt your brand and lower your chances of being retweeted and having links clicked, reducing your Twitter power.

More Doesn’t Always Mean Better

I’m speaking from recent experience.  I was one of those people who had a couple of Twitter accounts.  I told myself I needed to have both accounts.  I was sure I had to have one account for my blog and freelance work, and one twitter account just for me.

I had great reasons for keeping two separate accounts.  I was going to keep it all business over at my work twitter account, @KitchenTableMkt, tweeting out marketing tips, links and resources.  The @KitchenTableMkt twitter stream was going to be purely ‘useful’.

My other twitter account, the one with my name on it, was the account where I was already posting dorky pictures, interweb finds and a general count of how many cups of coffee I had drunk that day.  My personal Twitter account was business free.

I was pretty confident people were going to appreciate my Twitter system of ‘business’ separated from ‘personality’.  Yup, I had this twitter thing all figured out.

Everyone Makes Mistakes, Especially On Twitter

I tweeted away like this for almost a year.  Sure, it got to be a chore keeping track of the two accounts.  Trying to stay fresh and interesting on two separate Twitter streams is tough.

And keeping track of conversations I was having with people on separate Twitter accounts was giving me a kind of twitter multiple personality disorder.  But I kept on going.

Then about two months ago, I realized I’d hit a Twitter plateaux.  My follower count had leveled off on both accounts, and my Klout scores hovered at the high 40s low 50s.  My Twitter was stuck and I was unsure how to get my momentum back.

Then one day it hit me.  I was my own Twitter problem.

One Twitter Account, Super Charged!

I had diluted my personal brand on Twitter.  I wasn’t being the whole me.  I wasn’t being authentic.  And it was affecting how people interacted with me on Twitter.

I preach authenticity all freakin’ day to my clients.  I stand on my little soap box and tell people that the power of social media lies in honest authentic sharing.  And here I was, being a big ol’ social media faker hiding behind two separate Twitter accounts.

On March 13th, 2011, my blog Twitter account @KitchenTableMkt went dark.  I posted a message on my twitter stream and changed my bio letting people know the account was not going to be tweeting anymore.

Once I merged into one account and began to be my whole self, I got my Twitter groove back.  My twitter following shot up.  My interactions and retweets went up.  And (love ‘em or hate ‘em) my Klout score went from 52 to 57 in seven days.

You’re Only One Person. Why Do You Need More Than One Account?

Being pulled between two different twitter accounts had been negatively affecting my true Twitter reach.  I thought by having more than one account, I was reaching more people.  But what was really happening was I was weakening my personal brand.

People weren’t getting the whole picture when they were following just one of my Twitter profiles.  And because I was split between multiple accounts, neither Twitter account was really me.

I know there are a few of you out there reading this who have multiple twitter accounts.  Maybe one account’s for your blog, one’s for your business, one’s for your hobby, but are any of them really you?

Ask yourself, can you stay true to your personal brand by spreading yourself across multiple Twitter profiles?  It’s time to re-evaluate your twitter strategy, and open yourself up to the possibility that you might have to slash and burn some of your Twitter profiles.

Think about how much more powerful your twitter account would be if your gathered all those followers from those multiple account into one place.

From one Twitter profile, you could share all the interesting and quirky things that make you who you are.  Being fully present and available to your Twitter followers on one account means building a stronger and more receptive audience.  And that’s Twitter power you can build a business on.

If you liked this post, you can help a girl out by telling the rest of the world.  You can share via Facebook, Twitter, or whatever else floats your fancy.  And we love conversation around here, so feel free to drop your thoughts in the comments below as well. ;)  Toodles!

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{ 53 comments… read them below or add one }

Kazia April 5, 2011 at 1:47 PM

Thanks again for publishing the article, Cori.

Looking forward to hearing other people’s experience with Twitter and their personal branding.

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admin April 5, 2011 at 1:54 PM

You’re welcome Kazia I always appreciate you and your contributions to BGB! :) And it’s a great piece, I may just consolidate my own Twitter profiles soon!

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Danny April 5, 2011 at 8:57 PM

You make a great point about only being one person and why would you want more than one account. I have a few accounts on Twitter and am going to reevaluate the multiple account situation based on your points.

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admin April 5, 2011 at 9:32 PM

Hey Danny, I’m with ya! lol And besides it can get exhausting trying to stay on top of multiple accounts!

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Kazia April 6, 2011 at 10:22 AM

No matter what you decide, it’s always a good idea to re-evaluate your Twitter strategy every now and again to keep it fresh. Let me know what you decided!

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Max Bronson April 5, 2011 at 9:58 PM

I have two main niches. The main one is personal development and the other one is for gyms in Auckland, New Zealand. On my main Twitter account which uses my name, I have over 7000 followers, with probably over 95% living outside the Auckland region. I don’t think it would be very good to promote a local gym on my main account (these are not paid tweets by the way :)) .

So, I created an account where I’m aiming at only concentrating getting followers who live in Auckland. I can be quirky and personal on that account too. :)

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Kazia April 6, 2011 at 10:29 AM

That makes sense to keep have an account specifically geared to people in Aukland, and yes be your quirky and personal on your gym account too. But be sure you have a clear game plan for how you want to run the gym Twitter account. Don’t brand both accounts to just your personality. It sounds like the simple solution at the start, but you will feel split and burned out as time goes on.

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admin April 20, 2011 at 11:38 AM

Hey Max.. sounds like you have a plan that works for you! :) That’s the important thing.

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Rachel April 6, 2011 at 12:35 AM

I have a love-hate relationship with this article. I totally get what you are saying and would love the opportunity to combine my ‘blog’ account with my personal account, but can’t at the time being. Even without restrictions, I first started my ‘blog’ account thinking it would be so much better to keep one account all business and not bore my friends what ‘that stuff’. It doesn’t take long to realize that you just have to be yourself and if your followers don’t like you for who you are, they aren’t much of a loss. Hopefully if I keep plugging away, I will be able to successfully merge my two accounts like you did. For now I’m stuck with a split personality :|

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Kazia April 6, 2011 at 10:34 AM

Not wanting to bore people with my work suff was exactly the same reason I gave myself for having the 2 accounts. Turned out that even my blog followers were a bit bored of my all work all the time twitter stream, and my friends over at my personal wanted to hear my opinions on social media.

Sure I get teased by a few of my know-offline friends about the amount of tweets going on on my newly merged account, but I haven’t lost a single twitter friend yet.

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admin April 20, 2011 at 11:39 AM

Hey Rachel.. I wouldn’t stress over it.. I’m currently split into three! :) You have to do what works for you in the end, and make changes as you see fit.

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Mike Zavarello April 6, 2011 at 8:32 AM

Excellent article. I was on a Cision web seminar yesterday where this very topic was discussed. The two presenters each had the polar opposites: one had four accounts divided by topic, the other, one singular account (for which she felt having all interests on one feed made her messages more “authentic”).

I personally have one Twitter account. I did make a second for the purposes of posting during Twitter chats (to not overwhelm my primary audience), but I ran into the very same problem you did with splitting online personas. I currently manage one of two accounts for my employer, one general, the other specific to a certain audience. I tend to find that over half of our followers will sign up for both, which makes we wonder whether we’re breaking up our signal.

This post is definitely food for thought. Thank you!

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Kazia April 11, 2011 at 5:27 PM

“I tend to find that over half of our followers will sign up for both, which makes we wonder whether we’re breaking up our signal.”

My thinking exactly, Mike.

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admin April 20, 2011 at 11:41 AM

Glad you enjoyed the post Mike! Many of my followers follow 2 or all three of my accounts. It does make it hard to suss out whether or not they are actually seeing the things you really want them to see when it’s split between several accounts.

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Kazia Mullin April 6, 2011 at 11:30 PM

My guest post at @BigGirlBranding: Stop Diluting Your Brand And Up Your Twitter Power — http://j.mp/gcDxad

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Leo Widrich April 6, 2011 at 11:30 PM

RT @therealkazia: My guest post at @BigGirlBranding: Stop Diluting Your Brand And Up Your Twitter Power — http://j.mp/gcDxad

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Yolanda A. Facio April 7, 2011 at 12:01 AM

RT @therealkazia: My guest post at @BigGirlBranding: Stop Diluting Your Brand And Up Your Twitter Power — http://j.mp/gcDxad

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Teresa April 7, 2011 at 3:23 AM

Great article, Kazia, and glad you see it my way now! :-) Hooray for butterflies and Beautiful photos and belly dancing and customized twitter backgrounds all wrapped up in PicsieChick.

Keep up the great writing!

Hugs and butterflies,
~Teresa~

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Kazia April 7, 2011 at 7:22 PM

Thank you, Teresa!

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Teresa Deak April 7, 2011 at 7:26 AM

That's my friend @therealkazia RT @BigGirlBranding: Stop Diluting Your Brand | Up Your Twitter Power #BGB #blogging http://bit.ly/fgly3x

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kadee April 7, 2011 at 12:13 PM

Hi Kazia, great article! It really was an eye opener. I’m working on some blogging/work opportunities personally (still all in my head) and have always thought I’d need two accounts for those separately. This is great to learn from your mistakes and keep these tips in mind for when my time comes. Thanks for sharing!

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Kazia April 7, 2011 at 7:21 PM

Glad you found it helpful, kadee. Good luck with your future plans.

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Hannah Morgan April 7, 2011 at 1:02 PM

RT @BigGirlBranding: Stop Diluting Your Brand And Up Your Twitter Power #BGB #blogging http://bit.ly/fgly3x

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Lissa Duty April 7, 2011 at 9:13 PM

RT @evolutionfiles: RT @DannyBrown Stop Diluting Your Brand And Up Your Twitter Power http://goo.gl/7v5x9 @BigGirlBranding <– Solid post

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Bear Files April 7, 2011 at 9:11 PM

RT @DannyBrown Stop Diluting Your Brand And Up Your Twitter Power http://goo.gl/7v5x9 @BigGirlBranding <– Solid post

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Dean Carlton April 11, 2011 at 1:54 PM

Interesting – it also leaves me in two minds about multiple Twitter accounts! I use one primary Twitter account, but am planning others for specific uses – primarily geographicly (locally) based. My main Twitter account is primarily my business persona – though I try to have some ‘human’ side of me there too!

Overall, I think I’m with Max Bronson who commented earlier – there are times when it is appropriate to split your personality – though, I also see exactly Kazia’s point – proving that I am already multiple personality, I guess. I will have to work through this, I can tell!

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Kazia April 11, 2011 at 5:30 PM

There is no ‘right’ answer on this. Sometimes there is very good reason to have more than one twitter account. But in my experience, more often than not, the second (third, fourth) twitter account has similar followers and end up having the a similar message. And so one has to ask themselves, ‘why have the 2 accounts?’

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admin April 20, 2011 at 1:01 PM

Exactly, this is how I feel. I definitely think I will be merging mine, as the followings are so similar.

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admin April 20, 2011 at 1:00 PM

Lol.. No worries Dean, it appears many of us have multiple personality disorder! ;) We can all work through it together!

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Armando Ello April 11, 2011 at 3:48 PM

Yess! You wrote my thoughts on why i deleted mine. I couldn’t keep up with the business account i had and it didn’t grow. I was still not sure about this, but now my twitstream is as diverse as i want it to be. People may get to know what face and name is behind the brand and that is me.

You rock with this blog! Thanx

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Kazia April 11, 2011 at 5:36 PM

Glad you liked the post, Armando! And agree completely, associating a person’a face and name with a brand can make the difference between a good company and a great one.

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admin April 20, 2011 at 1:00 PM

So glad you found the post useful Armando, thanks for taking the time to comment! :)

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Francisco Rosales April 11, 2011 at 5:42 PM

Stop Diluting Your Brand And Up Your Twitter Power | by @biggirlbranding http://ow.ly/4xN08

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Francisco Rosales April 11, 2011 at 5:42 PM

Stop Diluting Your Brand And Up Your Twitter Power | by @biggirlbranding http://ow.ly/4xN08

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Angela April 16, 2011 at 6:16 AM

Twitter has risen in the shortest time amongst the social networking websites but somehow people are too cautious in using twitter due to its nature and somehow it is against the true nature of social networking and that is the right to express your thoughts freely.
Angela recently posted..Treatment For Dog FleasMy Profile

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admin April 20, 2011 at 1:06 PM

Thanks for the comment Angela.. I adore Twitter and find it a valuable tool for building relationships I wouldn’t be able to build otherwise.

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Delena Silverfox April 16, 2011 at 7:47 AM

This is some very solid advice. I’ve heard so many people saying that multiple Twitter accounts is the way to go, and I even went so far as to set up four extra accounts (like Ana Hoffman over at TrafficGenerationCafe.com).

But I only ever use the one! It makes me wonder sometimes, just how personal we should be getting if we’re trying to attract people into our niche. If it were simply personal, that’d be one thing. But this is personal, and ‘too much personal” can be unwise in the parenting niche, which is where my niche is.

Any advice?

Delena

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Kazia April 19, 2011 at 7:44 PM

Where you draw the line in sharing is up to you and how you want to brand yourself, of course, taking into consideration the privacy of the rest of your family. I’ve seen people build strong and powerful brands by sharing aspects of their personal lives. Dooce and Pioneer Woman spring to mind.

Find the privacy balance that works best for you. When you’re comfortable and sure of ‘who’ your brand is you will find your audience connecting and growing.

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admin April 20, 2011 at 1:08 PM

Hey Delena.. I agree what you share and how much is up to you. I’ve had readers in the past inform me they were uncomfy with how personal I’ve gotten in the past, and then other readers tell me they appreciate it and can relate. So the line has to be drawn by you, in a place YOU are comfy standing.

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Maria Pavel April 19, 2011 at 3:12 PM

While i can understand Kazia, i stongly believe people are all different and where some don’t cope, others prosper. I also have more than one twitter account and i don’t feel like it’s something i can’t handle. Well, at least for now.
Maria Pavel recently posted..How to Verify your CNA Certification-LicenseMy Profile

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Kazia April 19, 2011 at 7:44 PM

That’s great, Maria. Glad you’ve found what works for you.

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admin April 20, 2011 at 1:14 PM

Yep, as I said everyone is different and the important thing above all, is to establish what works for YOU in your life and your business. All the helpful advice in the world does nothing for the person that can’t take and apply it successfully. :)

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Kazia Mullin April 19, 2011 at 2:39 PM

@kendraart I didn't change names, I consolidated 2 Twitter accounts. You can read all about it here: http://bit.ly/iem0hz

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Mohammed April 21, 2011 at 9:55 AM

I’m a “one account” person and i usually give that one thing everything i got. Like an old saying goes, when you try to several things at once, you will end up being mediocre.
Mohammed recently posted..Common Symptoms of Mange in DogsMy Profile

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admin April 21, 2011 at 11:37 AM

Good point Mohammed! :) Jack of all, master of none!

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Philip April 22, 2011 at 9:48 PM

I appreciate the post, Kazia, as…

*lowers head*

… I haven’t yet signed up with a Twitter account. The thing is, I have known that it is something that I need to utilize but it has seemed like a totally foreign concept up until now. Thanks for helping it make a bit more sense : )

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admin May 1, 2011 at 2:43 PM

Hey Philip! Thanks for commenting, so glad you found the post useful. :) Kazia does have a way of breaking things down, doesn’t she?

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Josh June 8, 2011 at 6:57 AM

Multiple is not so good. One account with rich content and tweets is a lot better.

I use twitterfeed.com so that it will auto generate post from my site to my twitter.
Josh recently posted..How does the Nikon D3100 142MP Digital SLR Camera measure upMy Profile

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admin June 8, 2011 at 1:33 PM

Yea I’ve slowly gravitated the bulk of my tweeting to @BigGirlBranding.. I probably lost quite a few followers along the way, but I’m cool with that. :)

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George Suarez August 4, 2011 at 4:10 AM

Hi Kazia! I really liked your post. But on the contrary, don’t you think having one Twitter account which combines your professional and personal posts may turn your followers off? It might hurt the brand you are trying to create.

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admin September 15, 2011 at 12:37 PM

I don’t really think so George.. branding, at least personal branding is about the total package.. that includes personal aspects of yourself. It’s just important to know where to draw the line of what is TMI that people really don’t need or WANT to know about you. :)

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Kazia Mullin September 16, 2011 at 12:35 AM

I used to think that exact same thing, George. I worried that people would be turned off by the ‘real’ me and to want do business with me. It took some time, but I began to realize that I didn’t want to do business with the people who didn’t appreciate the real me.

The parts of my life that I’m passionate about, that I share with my Twitter friends, builds stronger and more powerful relationships with my clients and creates opportunities for me to connect with others who share similar interests.

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admin September 17, 2011 at 12:02 AM

Amen sister. It boils down to letting your people define YOU or you defining your people.

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