Manage Your Social Media Assets


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Recently I’ve had a number of customers express to me that they’ve lost track of a certain social media account – usually because the person who set up the account is no longer working for the company. Getting control of an account or reactivating a dormant account can be tough and time consuming.

This got me thinking about what simple steps a company (of any size) could take to retain and/or manage control of their social footprint.

The first point that is worth noting is that your social media accounts are digital assets – and we should adopt an asset management mentality when thinking about this

Key Points to Help you Manage Your Digital and Social Media Assets

  1. Create a digital asset register that tracks at least username, password, email account that is linked to the channel – ideally you should extend this to also map/track where content goes if it’s published via a channel – i.e. a Twitter account might feed off to a blog, Facebook etc.
  2. Have at least two people with admin rights over key assets
  3. Have very clear and simple language about asset ownership
    • If the account is going to be used in a general way such as for customer service or as an expert contact be very clear that the brand owns the account (not the employee)
  4. Ensure that the employee stores the login credentials in a centralized location (perhaps in Marketing or HR)
  5. Have clear rules about who is authorised to make profile changes to accounts
  6. Make sure the email account that “owns” the account is one that the company has control or access to. A password can be changed so make sure it’s a generic account
  7. Undertake regular audits so as to keep track of growth and new areas where parts of your business may be experimenting – i.e. Google+
  8. If you have a LinkedIn Company profile – ensure that admin rights are limited to 2-3 employees. By default, anyone with a company email address can make changes
  9. Finally, there are a number of excellent enterprise grade content publishing tools such as HootSuite and Sprout Social – whilst not asset management tools per se they are ideal for having centralised control over publishing and responding.


These are simple tips – in the first instance I’d ensure you at least do an audit and create a register of your companies social media footprint. Ideally you should look to do this type of scan at least every 6 months – as you might find out that you have a profile or presence you didn’t even know about.

Join Our Webinar – Managing Your Social Media Assets

Join Mark Parker for a free webinar as he discusses the points raised in this blog post and shares tips on how to get started.

Republished with author's permission from original post.

Mark Parker
Mark Parker is the founder of Smart Selling, and the specialist business unit – Smart Social Media. The core aim of both businesses is to help companies become better sales organisations by utilising the ideas, tools, and practices of Sales 2. and social media.


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