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Our non-profit runs two distinct social media personas/identities, should we shut one down?
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I recently started working as Digital Strategies Coordinator at a non-profit organization. Tbh, I was not a social media expert coming into this position and am a little bit in over my head.
The organization runs two distinct social media personas/identities. One is the official organization page which covers all our issue areas, the other is for one of our projects that focuses solely on one issue.
They've been running these two accounts long before I came on board. I run a one-man shop for all things digital (social media, website, email marketing) which makes doing double the work for social media difficult.
I personally am of the persuasion that the second account should be shut down. I find it to be a distraction when we should be promoting our official page. However, the second account has a MUCH higher following (501,000 vs. 20,800 FB followers).
The issue comes in that most of the second account is followed by bots or trolls (approx. 230k of our followers actually logged into FB in the last 30 days, less than 50%). Obviously 230k is still much higher than 20.8k, but the second account is also older, has had more effort put into it in the past, etc.
Basically, I'm getting frustrated having to run this second low-quality account that I don't think actually provides high value simply because it has a "large following". My boss and I are locked horns. What is the best option here? Would it be worthwhile to shut it down and focus on our organizations official page? How would we go about doing in the best way?
I would appreciate any input and can provide more information as necessary.
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October 08, 2018 at 08:07PM