I manage the main Twitter account for UT Austin's business school. It's been going for a year and a half, shares content from our news blog and magazine, and we have a good community there. Other units at the b-school, like Alumni Relations and the undergrad and MBA programs have also started their own Twitter feeds.
Our office (Communications) also runs 2 other blogs - one each about news and research on Energy and Innovation/Entrepreneurship. They have each started related Twitter accounts, but now are skeptical about the ability to grow them, so we're trying to decide if they should just tweet through the main school account that's well established.
Pros to this approach? We don't splinter our audience, brand unification, takes advantage of the already established followers.
Cons? Could lead to over-tweeting if we're essentially filtering 3 blogs to 1 outlet. I mainly follow/interact with students and alumni, but I'd imagine those subject-matter focused accounts would want to follow/interact with folks in those sectors. So they're sort of serving 2 different purposes. Also, someone interested in energy research probably doesn't care about our events or student/faculty accomplishments, 2 things I tweet about often.
We're brainstorming about this as a team and looking at our goals/audiences more closely, but I'm curious what anyone here might have to say. Have you had experience with this conundrum? Any user research to support either direction?
PS - Sorry for the lengthy post. Didn't know how to explain this more succinctly!