By splitting up into multiple niche verticals, brands and companies can better connect with a picky audience who might not be interested in one aspect of a company even though they love another.
Niche Verticals Give You More Data to Play With
Buzzfeed publisher Dao Nguyen, in an interview with Fast Company, discussed Buzzfeed’s approach: They have 90 Facebook pages, on topics ranging from “Buzzfeed Geeky” to “Buzzfeed Weddings.” Plenty of pages point to existing Buzzfeed verticals, but others simply live on Facebook. The data comes in handy, Nguyen explains:
Niche Verticals Get Better Engagement
The data was in even before Facebook tweaked its feed to focus on shareable content: Viewers engage better when they follow a more specific vertical from a brand. Here’s Digiday on the Huffington Posts’s 79 Facebook pages:
It Works for Startups, too!
You’re not Buzzfeed or HuffPo, I know. But splitting up into niche verticals works well for a medium to large company, too: Different departments can get their own feeds, using them to better explore what their specific jobs within the company are. John White, brand ambassador for startup social media network and blogging platform beBee, offered the same advice at Inc.com recently: You’ll need to have the scale to keep up on the data and posting duties, of course, but dividing might just be the path to conquering. Tweeting from more than one account makes your company more discoverable and boosts your SEO. Consider that each Twitter account for your business will be growing a unique set of followers. Having multiple accounts allows you to establish an online presence faster and close the gap between your more established competitors’ networks.”
