Wells Fargo, one of the more active financial institutions in the social space, recently launched a new Facebook Page called With You When. With you when…when you’re confused? Because that’s exactly what I am. I applaud the effort, but this clearly misses the mark for Wells Fargo.

Per their info tab:

Welcome to the Wells Fargo ‘With You When’ page. When you were a kid did you want to be an astronaut, a cowboy or maybe a ballerina? While your dreams may have changed since you were a wide-eyed youngster, you’re still thinking about your future. Wells Fargo is here to help you realize those dreams. We were with you when you opened your first savings account and wrote your first check, and we’re with you now as you continue to make the decisions that make your future a reality. We are the Wells Fargo team that will be posting updates on the page and responding to your comments, as well as letting you know about releases of cool new tools for smart money management.

When I was a kid, I didn’t have any financial obligations. When I was a kid, banking was the last thing on my mind. I assume Wells is trying to make finances more fun, and is attempting to help calm the frustration and stress that comes with banking. However, why create a separate Facebook account? In my opinion, it’d make more sense to create a separate tab within their existing account for this cute approach.

A quick 30-second search on Facebook pulls up multiple Facebook accounts, yet none have a significant following. By continuing to create separate accounts, you’re segmenting your audience. As a customer, I only want to ‘Like’ one account. These multiple accounts take away the potential effectiveness of said campaign. Additionally, the reach is significantly less as you continue to confuse more and more people.

When it comes to social media, generally less is more. There are certain instances where having two Twitter accounts might make sense, but I’ve yet to discover a need for multiple Facebook accounts. Give your customers one central location to visit and direct from there.