Social media governance is a two-pronged approach. The first aspect of social media governance relates to protecting a business’s brand from internal and external threats. The second is directed at improving brand reputation. Companies that focus on both of these areas will ultimately protect and strengthen the corporate brand. This article will focus on how to optimize your brand reputation in four steps:
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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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All around us, the world seems to be going “mobile first”. Given almost all of us walk around with a powerful computer in our pocket, that’s not terribly surprising. However, if you’re an enterprise trying to keep track of each corporate web presence, new mobile-only apps like Snapchat and Peach may be causing you some frustration.
How do you find and keep track of the accounts your employees may be creating to represent (or protect) your products and brands? It’s not like there is an obvious URL one can type into a browser to go to the app as the whole user experience happens on the phone.
However, all is not lost.
While it may seem that each mobile app is an island to itself, that’s usually not true – especially when the app is just getting started. When the app is young, it focuses mainly on building an audience and that requires a streamlined sign-up and invitation process.
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This post is the fourth and final entry of our series on how to create and manage a successful Social Media Governance Plan. At this point, you know that your key focus is to mitigate risks for your company that may arise from social media. The main risks that C-suite executives are concerned with are brand reputation damage and technology threats. (See our post on Understanding Key Corporate Risks for more details on C-Suite risk concerns.)
Controlling social media risks is all about creating a solid Social Media Governance Plan and maintaining an ongoing governance process. This series lays out a "best practice" outline that you can use for your company — just customize it to address specific concerns of your company and your industry.
- Gather the Corporate Stakeholders of Social Media Governance, and
- Review Corporate Risk Management Priorities
- Review the Corporate Goals for Social Media Governance
- Analyze Previous Successes, Failures, and Changes
- Social Media, Employment, and Industry Law and Regulation Review
- Review Corporate Social Media Policy
- Social Network Participation and Risk Review
- Discovery — Social Media Audit Process
This is the final post in the series and we will highlight the five steps for processes and procedures of Social Media Governance.
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When was the last time you updated your corporate social media governance plan and ensured all aspects of the plan are current, effective, and well-communicated?
As we stated in our last blog post, research firms have listed risk to brand reputation as the #1 risk concern of global c-level executives, and risks arising from technology in the top 10. Social media can be an in-road for both of these risk concerns. This is why your Social Media Governance Plan is a critical part of the corporate risk program.
We know ... creating an effective corporate-wide plan can feel like a tremendous weight on your shoulders. But reacting to a social media risk event without a plan is a much bigger weight! So to help lighten the load, we're getting you started with a general direction of an effective Social Media Governance Plan.