If you take a look at some of the major brands like Nike or The New York Times, you’ll notice that they have multiple, specialized Twitter handles. Nike has its main account, but also separate ones for different sports; golf, football, soccer. The New York Times has individual accounts for arts, books, music, and travel, to name a few. Other companies separate their feeds by department; sales, marketing, customer service, etc.
Why do they do this? The standard answer is that it provides relevant content to their followers. Someone who likes European football (soccer), probably doesn’t care which shoes Peyton Manning wears. Likewise, someone who enjoys the New York Times Book Review might not be interested in all the political commentary on their main account.
So what about your small