Blog post by: Anna Blair, Baer Performance Marketing Intern
For a business, owning a social media account is more than gaining followers and likes. The profile owner has the ability to publish content, view performance analytics, and run advertising campaigns, which create real results through brand awareness and customer interaction. They are also able to permanently delete the account or certain content on it.
As a result, owners have the power to shape how the public views their brand. So when social media access is put in the wrong hands, damage to the business can be irreversible.
Especially if the employee who had administrative access access to the account leaves the organization on bad terms; this can unfortunately lead to loss of important business data, legal issues, difficulty reacquiring the account, and even malicious activity from the former employee such as profile takeovers and impersonations. This is the kind of loss that businesses can’t afford; all the brand reputation, manpower, and money you invested in your social media presence down the drain because of a small shift in staff.
To avoid these issues, your business should follow these best practices for social media profile ownership.
Assign Access to Multiple Employees
Ownership shouldn’t just be given away to anyone. But it should be given to multiple people.
When one person is allowed access to a social media profile, there is a risk that, if they leave the company, regaining ownership can be complicated and possibly unachievable.
In addition, when a temporary or short-term employee has admin access, they could maintain ownership or even steal important digital assets after they leave the company. Plus, the process of revoking access can be difficult, so granting access to employees with a shorter tenure is inconvenient.
To overcome both of these issues, businesses should always maintain 2-5 social media profile admins who all have access to passwords and backup codes. The owners of the accounts should be long-term employees or key stakeholders such as marketing directors, business owners, and people who use the platforms regularly enough that regaining access is easy.
When assigning social media access to team members, it is also important to avoid assigning admin access to a fake profile that uses your company mascot to look like a regular user profile. This was more common in the past when Facebook started requiring admin access to be tied to a user account. It’s less common today but still more prevalent than it should be. These kinds of accounts are often deleted by platforms such as Facebook, Instagram, and LinkedIn without warning.
Use 2-Factor Authentication
Security is a necessity in all aspects of a business, even social media.
Two-Factor Authentication (2FA) is a security method that requires you to provide two forms of verification to log in to your social media account. It deters unauthorized individuals from hacking your account and safeguards information important to your business.
2FA can help prevent employees who have left your company from accessing its social media account. When attempting to log in to the account, the individual is first prompted to type in a password, which activates the second form of verification through another object, such as a company computer or authenticator app. The employee may still have access to the password after they depart the company, but not to the physical device that presents the mandatory second factor. In turn, this system protects the social media accounts of a business and limits access to current employees with authorized company devices.
When enabling 2FA, teams should use Google Authenticator, Microsoft Authenticator, or another authenticator solution that multiple key team members have access to. During this process, each social media platform will generate a list of emergency backup codes that can be used in a pinch if 2FA access is lost. That list of codes should be kept in a secure but accessible location like OneDrive or Google Drive for these team members to easily obtain.
By utilizing 2FA, your business can prevent unauthorized access from former employees while maintaining social media ownership across a team.
Consider Implementing a Shared Password Manager
When multiple team members manage numerous social media accounts, keeping track of passwords becomes difficult and increases security risks. That is where a shared password manager comes in handy.
A shared password manager is an encrypted tool that allows a team to store and distribute login credentials in one space. When the password of a company account is changed, the platform automatically updates the password for everyone. Since the software autofills logins for every team member, there is no need for employees to memorize or write down the passwords.
This prevents those who had previous ownership of a social media account from logging back in. They won’t have the password on hand since the administrator of the shared password manager can revoke their access to the system after they leave the company and can track who accessed what.
Share login credentials in an accessible, secure location by implementing a shared password manager like 1Password, LastPass, or Dashlane.
Utilize the Platform’s Business Portfolio Features
Using a Business Portfolio on social media allows administrators to manage digital assets while monitoring employee access.
A social media Business Portfolio or Manager is a hub that businesses can create on social media platforms to manage ownership and separate the account as something owned by the business, not an individual. It also allows the account admin to assign team members certain roles such as “Editor” without giving them full ownership of the profile.
This makes for an easy transition when an employee who had access to the account departs, since the account admin can simply remove their access when they leave the company. Plus, the account ownership is assigned to the business, so no person has the ability to take control of the account when they are no longer an employee.
It is important to note that the portfolio should be created by an internal employee and be assigned admin access to multiple internal stakeholders rather than an agency. When in need of social media services from an agency like BPM, it is best to assign needed digital assets to them via partner requests, which gives an external firm access to your business’s social assets without granting them access to login credentials.
If you do get locked out of your Business Portfolio or need access to add users, you can log in using your Instagram login credentials and add new users or delete users that no longer work at your organization.
Maintain a List of Documents Proving Your Ownership
It’s better to be safe than sorry, and you won’t be sorry that you kept a list of documents that prove your business ownership of a social media account.
Third-party social media platforms like Meta are always on the lookout for fake profiles and security breaches. And when your business’s profile appears at risk for these threats, or when a former employee is attempting to lock your business out of its digital assets, these platforms may require you to provide a list of official business documents.
In case emergency actions need to be taken to retain control of your account, keep a list of these documents, like your DBA and IRS Letter, to verify that you own the social media profile.
What This Means For Your Business
Owning a social media account is not as simple as it sounds. And when your business doesn’t follow the proper steps to retain ownership, it could face dire consequences.
By giving social media ownership to multiple long-term employees and utilizing various programs like 2FA, a shared password manager, and Business Portfolio, you can avoid any issues when social media account owners leave your company. This helps prevent conflict with departing employees, preserve your brand reputation, and secure your digital assets.
That is, with the guidance of Baer Performance Marketing.
At BPM, we help businesses develop their brand in this very way through social media strategy, content creation, account management, advertising, and comprehensive reporting. Find out more about our services and contact us today to chat about how our agency can level up your social media presence.
