Thursday, July 9th, 2015 | 6 min read
Social media exposes companies to numerous business risks: confidential information leaks, account hacks, PR nightmares, offensive posts from rogue community managers, and so on.
Yet 59% of executives featured in a recent survey reported having no social media risk plan in place. Think about it: if a crisis happened today, how would your brand appear on social media? Would you be scrambling to handle it, or would you be prepared with workflows and on-brand responses?
There’s a lot that goes into maintaining a sound crisis response infrastructure, which spans everything from guidelines to employee training. And, of course, technology. Without the right technology, enterprise brands are even more vulnerable to online crises that quickly balloon beyond their control. The right features can help your brand detect a crisis before it goes viral, and minimize the cost and time it takes to resolve a crisis.
But what functionalities should you be looking for? Here are five features you’ll need in a social media management platform for effective social media risk management.
The ability to create and assign unique user roles means that each member of your team has access to only the features, functions, and social media accounts relevant to them. For example, you can allow clients to view reporting dashboards without giving them permission to publish content, or you can allow community managers to publish only to the social accounts they manage.
Keep in mind that your role-based system should also be completely customizable, meaning that you can tweak it according to your organization’s specific needs and nomenclatures. Rather than forcing your team members to fit into preconfigured platform roles, the platform should map to your organization’s existing setup.
Single Sign On means that each user has a unique login that grants them access to multiple social accounts. The logins can be configured to determine a user’s access to features, functions, and social media accounts with the role-based permissions discussed above.
Not only does a Single Sign On make things easier for users by eliminating the exhaustive process of memorizing dozens of passwords, it also ensures a higher level of security for the brand.
The scope of your platform’s security capabilities should extend beyond the platform itself. Your system should also track messages posted to your accounts outside of the platform. If someone hacks your native social media account, for example, your platform should zero in on these forbidden posts and either delete them or notify admin-level users.
Your rules engine should have an alert system built in that notifies the right people when issues arise. These alerts should practically scream at you when something abnormal happens around your brand on social media.
A condemning video – or a beautifully-crafted email from a customer service rep made public – can go viral in a matter of minutes. You should be able to create volumetric-based rules that fire off emails and in-platform alerts if there’s a spike in activity around your brand, helping you quickly temper a crisis or boost positive PR.
Your platform should also offer influencer-based alerts triggered when an influential figure (a news outlet, reporter, blogger, celebrity, etc.) mentions your brand – this way, you can respond quickly and appropriately.
Your content approval system needs to provide automatic routing of approvals based on different (and customizable) settings. If a post pertains to a certain campaign, the post should “intelligently” follow a unique approval path and only involve individuals associated with that specific campaign.
Intelligent routing saves the organization time and money by getting posts to the correct destinations in the least amount of steps possible. No more mass emails and version-control issues. Most importantly, intelligent routing minimizes reputational risks by ensuring that all posts are approved by the right people prior to publishing.
Often, even the most sophisticated enterprise brands find themselves posting natively to social media sites or using low-cost, consumer-grade tools. Here’s the problem: these tools are meant to help people publish content and track basic engagement metrics across a few social accounts. They’re not designed for global enterprises with a large social media team managing hundreds or even thousands of accounts.
This disjointed approach leaves the enterprise ill-equipped to respond to situations that require rapid, coordinated action, which is why it’s so important to know what features to look for in a social media management platform.
But, as Accenture points out, while having the right technology is critical, effective risk management is ultimately dependent on training your team and creating a risk-aware culture. Employees should understand the different types of risks that brands face online and their role in alleviating them.
About the Author: Uyen Nguyen is a content manager at Sprinklr. In her spare time, she likes to explore NYC with her stomach. You can find her @UyenniePooh.