Multiple Twitter Accounts – Good Idea?

Q: Some people have suggested that you use multiple Twitter accounts for “evil reasons”. Why do you use more than one account?

Robert: Actually, it’s really simple. I have written a number of books on different topics, and also have specialized websites on different topics that correspond to my interests over the last decades. So, for example, there’s performance management, conflict, consulting, communication, small business. The problem is that the audience for one topic is not necessarily the same audience for other topics, so it makes sense to have different people able to pursue their interests and follow an account specific to the topic. So, for example, I have a Twitter identity for small business. Another for social media.

It’s just so people wanting stuff on small business don’t have to see all the other stuff related to topics they are not interested in.

Q: So do you hide the real identities behind the other accounts?

Robert: No, in fact its obvious. For example, my main account used rbacal — my name, while my small business related account has, as an avatar, a picture of my book on small business. My customer service related account has a picture of one of my books on customer service. It’s all meant to be transparent as possible. Given my books have sold close to 500,000 copies worldwide, I would only lose by trying to cheat or trick people. It’s bad business.

Q: Do you use one account to retweet messages from another account?

A: On occasion. Only when the content might be applicable to an additional audience.

Q: Do you recommend others do this?

A: If you have multiple distinct audiences, I think it’s a good idea to respect their interests, and not force them to read stuff they may not be interested in. However, if you aren’t in that situation, I do not recommend it, particularly if you want to establish YOU as your brand. It splits resources, and probably can confuse people. So, basically no.