Brandle Social Media Governance Blog

4 min read

Why Social Media Brand Protection is More Important Than Ever

By Janet Church on November 30, 2017

The field of Brand Protection has historically been relegated to those companies who produce products that are subject to counterfeit production. This includes popular consumer products and luxury goods.

However, the rise of social media popularity in business has fostered a counterfeit culture for accounts. In recent years, a growing number of businesses have wisely allocated resources towards social media brand protection, but the vast majority of businesses still have gaping vulnerabilities in their social media governance approach. If exposed, these vulnerabilities would inflict substantial reputation damage.

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5 min read

7 Social Media Security Issues Your Business Faces

By Janet Church on October 26, 2017

It's no secret that social media has become a major risk concern for corporations. According to a report by SentinelOneover 80% of hacked companies reported that the attack entry points were from phishing emails and social media. Creating strong governance practices is essential to managing these social media security risks. Your brand reputation, data protection, and sales demand it!

As in any governance practice, it is helpful to gain an understanding of the potential threats. This is the only way that you can prevent, or at least, mitigate the attacks.

In this post, we highlight seven of the most common social media security issues.

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5 min read

Employee Policies and Best Practices For Your Social Media Governance Plan

By Janet Church on September 19, 2017

A growing number of businesses of all sizes — from small startups to large enterprises — are tapping their workforce to extend their social media footprint. When this strategy is done correctly, the rewards and ROI are considerable. For example:

  • Content shared by employees generate 800 percent more engagement than content shared by brand channels (Source: Social Media Today).
  • Leads generated through employee social marketing convert 700 percent more frequently than other leads (Source: IBM).
  • Brand messages posted or shared by employees are re-shared 24 times more frequently than brand messages posted or shared by businesses (Source: MSLGroup).
  • Extending your brand standards and voice with employee social reach strengthens your brand recognition.
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3 min read

Why Monitoring Employee Social Media Accounts Protects Your Brand

By Janet Church on September 18, 2017

To monitor, or not to monitor? It is widely accepted by corporate social media and risk managers that major brand damage can occur via a social channel, but real harm can also come from employees’ social media accounts. For regulated companies, this is certainly true — in fact, they are legally required to monitor employee social media. But most companies should consider monitoring their employees key social accounts as a corporate risk and brand protection discipline.

Part of the corporate risk assessment (conducted by the risk team) should include an analysis of the risk profile presented by employee social media and whether a monitoring program is an important addition. If the risk profile is low, a monitoring program can be bypassed, if it is medium or high (such as a company that has a strong M&A practice or a large intellectual property portfolio), then this practice should be adopted. The monitoring program could focus on key employee types that are employed in a higher risk area, and not all employees. This certainly makes sense for very large corporations. However, every company should have a general employee social media policy that covers all employees.

Topics: social media
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3 min read

The Stakeholders Who Should be on Your Social Media Governance Team

By Janet Church on September 11, 2017

When social media arrived on the business landscape the notion of governance and risk management was essentially non-existent. Social media has evolved from a basic customer touchpoint, into a critical business channel for communication, branding, support and sales. With this shift in importance, the risks to an enterprise have escalated. In fact, corporate CEOs consider damage to brand reputation due to the risks inherent in social media as their number one risk concern.

The corporate risks associated with “being social” range in severity from minor events (such as losing one customer due to poor communication on Facebook) to major events (such as counterfeit sites phishing your customers or an account hack that delivers harmful information). Just ask Dove or any of these other brands that have recently found themselves at the center of a firestorm! Even the networks themselves are at serious risk as in the recent Instagram hack. Due to heightened security and risk issues, social media governance has transitioned from an ad-hoc administrative task, to a critical discipline that is firmly part of the corporate risk management strategy.

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3 min read

7 Social Media Compliance Mistakes That Put Mortgage Companies at Risk

By Janet Church on August 29, 2017

Organizations in all sectors and industries must meet applicable compliance standards, such as the Fair Lending Laws, the Consumer Protection Act, and the CAN-SPAM Act. However, when it comes to social media governance, firms in the mortgage industry face an added compliance burden to adhere to the strict compliance and monitoring requirements outlined by the Federal Financial Institutions Examination Council. These guidelines went into effect December 2013 with state requirements (some strict and some more lenient) following.

In theory, the FFIEC guidance was straightforward in helping protect the consumer and to reduce mortgage companies’ risks to fraudulent brand activity on the web. In practice, however, staying compliant, and keeping a solid compliance process, is quite a challenge! These are the challenges I work with every day:

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4 min read

How To Conduct a Social Media Audit

By Janet Church on August 21, 2017

If you’re looking to conduct a social media audit, know that you are ahead of many businesses when it comes to social media governance. As you probably already know, protecting your business from brand damage and PR crises can be made easier once you have evaluated all social media assets.

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3 min read

Why an Audit is the First Step in Enterprise Social Media Management

By Janet Church on August 18, 2017

The adage “you cannot manage what you cannot measure” has many applications in today’s business world, including enterprise social media management. In fact, with social media, it’s even more challenging — you can’t manage or measure what you don’t know! And what you don’t know can hurt you.

The root of this problem is that most organizations — including small firms, but especially large enterprises — have a much larger social media footprint than they realize. Yes, everyone from the CEO to the intern may know about the flagship social media accounts on Facebook and Twitter. But what they typically don’t know is that while there are multiple business pages being managed on each of these platforms, there are also dozens — or sometimes hundreds — of other accounts that are dormant, unattended, or automatically created by the social network (such as Place pages). These accounts are all truly yours (they are not counterfeit accounts) and can become a significant risk to your corporate brand reputation.

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4 min read

How Brand Consistency on Social Media is Critical for Your Customers

By Janet Church on August 03, 2017

To attract and secure customers in today’s competitive business landscape, it is essential for every company to deliver a consistent brand image. for success and survival. As mentioned in Forbes, “consistency is the key to successful branding and consistency goes beyond the product itself. The brand promise must be clear with every interaction each stakeholder experiences.” This consistency must extend to every social media presence that represents a company’s brands.

If a company has a social customer care, sales, or ambassador program, it should also extend to the people who manage those accounts as they are strongly relating to (and representing) the company’s brands.

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2 min read

3 Reasons Why Creating & Monitoring Social Media Inventory Is Critical

By Janet Church on July 31, 2017

Taking a social media inventory is a comprehensive process that includes discovering all corporate social media points-of-presence (POPs), so they can be assessed, organized, managed and secured appropriately. Below, we highlight the 3 key reasons why creating and monitoring social media inventory is critical, and should be integrated into the overall corporate risk strategy and plan.

  • Most businesses have far more social media POPs — and therefore face much more risk — than they realize.

When starting a social media inventory, many business are surprised — or shocked — to discover that their brand names are emblazoned across dozens, hundreds or perhaps even thousands of web pages, platforms, forums, discussions boards and so on. This is often because accounts are set up spontaneously over time vs. in a strategic and structured process. It can also happen when many social media POPs are created by third parties without authorization or permission.  

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