Managing the social media footprint of a business is in many ways similar to that for an individual, as I covered in a recent post. But there are some key differences and it's pretty vital to bear these in mind.
Most importantly, the account is a company asset. Sometimes senior management is all to willing to relinquish control of the account to a staff member and to disengage from it themselves. This sends a clear message about the (lack of) importance they impute to the social media campaign. I would venture to suggest that this is short-sighted. And, while it might work fine for a while for the account to be the sole province of a staff member, it is a risky path to take. An individual who has set up the account, managed it and nurtured it through the rough times might become a bit precious about it, and there may be consequences, more of which anon.
If you're the person who looks after a social media account for your organisation and it's taking up too much of your time for too little reward to either you or the organisation, it's time to re-evaluate the situation. Is this the right space for your organisation to have a presence? Would the organisation's strategic goals be better served by focusing its/your attentions elsewhere? I recommend a pro-active approach. Gather some metrics and approach your management team with a suggestion solution. Something like "Let's ditch the Facebook account, because it's not serving any purpose, as shown by my handy little graph. And let's instead focus on upping our presence on LinkedIn, because as you can see from these statistics, this would benefit us in X and Y way."
Important point for managers: when the person who manages a social media account on behalf of the company leaves, the admin rights for the page need to be passed on to someone else, and the leaver's admin rights revoked.
You expect them to hand over the company phone, the company laptop and the keys to company car, right? So why are you letting them walk out the door with (sometimes sole) access to intangible company assets related to brand and market presence?I have encountered situations where the person who manages the account has left for pastures new, taking with them the only log in details and admin rights to the page. In one instance, when the organisation finally realised that this was the case, the person refused even to reveal their identity, placing the page (and the company's brand) at risk.
Clearly, it is unwise to have only one person with admin rights to any of the organisation's social media sites, and then to forget to do something about that when the person leaves. A person with access like that and an axe to grind can do a great deal of harm, and it could take a while before they can be stopped.