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.Read More