When planning your Facebook presence, having multiple pages is not a good idea, says Wendy Harman, social media manager of the American Red Cross. “It’s much easier to have one destination,” says Harman. Not only is it easier to manage, but a centralized destination allows for more diverse conversations, she says. So whether it’s the earthquake disaster in Haiti or floods in Southern California, it can all be found through the same Red Cross page, says Harman.
Stephanie Agresta, EVP and global director of digital strategy, social media, at Porter Novelli, is another proponent of centralization, particularly after a campaign ends and fan activity winds down. “Then it’s best to aggregate the community into one location,” says Agresta.
She cites a recent Mountain Dew campaign on Facebook, “DewMocracy,” as one that has thrived on the central Mountain Dew page; more than 600,000 people have opted in on the Mountain Dew fan page.
Stephanie Agresta, firstname.lastname@example.org; Wendy Harman, harmanW@usa.redcross.org