Who actually owns your social media accounts?

Just a couple of thoughts about the risks of social media (Part One)

Who really owns the organisation’s social media accounts?

Recent discussions with board members at a number of PLC’s and mid-sized organisations highlighted a lack of understanding of the risks of social media. All those that took part in the discussions are using Facebook pages and Twitter profiles to engage with their respective audiences. Those that were the most aware tended to be so because they had already lost control of one or more social media accounts. It has happened a lot, but it isn’t something that organisations shout about.

How easy is it to lose control over accounts and what happens?

If your employees have direct administrative access then they can take control of the account in just a few clicks. What happens when they leave on good or bad terms?
Your employees could “steal” these accounts away from you giving them the opportunity to keep the account running, change the brand, but keep the fans and followers. This is a database that you have built up and you own.

If you are lucky then the new owner (the thief) changes the brand and starts marketing to the fans and followers. If you are very unlucky then the new owner (the thief) may continue to operate the Page under your brand, posting out comments, information and uploading photos that could be very damaging indeed.

It’s your brand, your social media assets and you need to be in Total Control

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