Social Media is Always On: How Do You Control Your Brand?

Social media is an integral part of business communications. For all its many benefits, there are scores of risks. It’s not an exaggeration to say that social media can destroy a business or brand.

“The failure to monitor social media risk may mean the end of your business, reputation, or brand,” says Karen Masullo in an article for Disaster Resource Guide.

So when is the right time to start social media monitoring? The sooner, the better. Even if you’re not very active on social media, others are. These people may not have your company’s best interests in mind. Or consider the well-meaning employee who just happens to say something stupid.

See Valuable Lessons from 5 Shockingly Bad Social Media Fails.

Social media is always on which makes it a particularity difficult thing for organizations to control. How do you cut through the constant chatter? The first step to controlling your message is to see all of the accounts and people posting about your brand.  Machine learning technology can scan the conversations and pick up words and phrases that mean something to your brand. Some examples include FINRA or HIPAA regulations or racist or sexist language.

In this LinkedIn article Natalie Gleba, a Communications Specialist says, “a social media monitoring tool helps companies understand how their brands are represented through various social media channels.” The Cafyne Profile Discovery tool lets you identify the social media profiles of employees, partners and even unknown prospects without compromising their privacy.

It may seem daunting, but a risk-monitoring tool, like Cafyne, does the heavy lifting to keep your organization safe and lets you control your message both internally and externally.