Social media risk management: Expert tips to lower risk

Social media is an ever-evolving world. With constant changes to algorithms, audiences and usage, certain types of risks are inherent for businesses operating on social channels. Risk exists no matter your industry. It can affect both enterprise social media and small businesses’ channels and includes both external and internal factors.

Don’t let this put you off of social media, however. Social media impacts every part of your business, and it’s well worth the effort to design a comprehensive social media strategy. Part of a smart strategy is addressing potential risk, including reviewing what measures and tools are on the market to help you plan for and manage challenging situations.

As the saying goes, “an ounce of prevention is worth a pound of cure,” and preparing for a variety of outcomes in advance will help your brand confidently handle anything that comes your way. Social media risk management can easily become part of your ongoing, integrated marketing approach.

Please note: The information provided in this article does not, and is not intended to, constitute formal legal advice. Please review our full disclaimer before reading any further.

What is social media risk management?

Social media risk management is the practice of planning for social media-related factors that could cause a crisis for your brand.

In your overall marketing strategy, you may have a crisis communications plan that defines various issues that could harm your brand financially or reputationally and how your organization would respond to each. A risk management plan for social media serves a similar purpose.

Risk management includes upfront processes to reduce risks, measures for ongoing risk protection and a crisis response approach in the event something does go wrong. To successfully craft a social media risk management approach, you’ll need to understand what types of risks exist. Let’s examine some common issues.

Social media management risks to keep in mind

There can be threats to your brand’s social media accounts from both external and internal sources. While people outside your company with bad intent do exist, risks can also come in the form of well-intentioned but uninformed team members and content. You should account for both in your risk management strategy, including prevention and management strategies if something does occur.

Common risks involving social media include:

• Security breaches. A security breach on social media usually happens as the result of a large-scale hacking incident somewhere else. As an example, if a major bank’s files are breached and hackers gain access to personal emails and passwords, they know people often use the same password/email combo elsewhere. An employee’s personal account can then become a liability if it’s connected to your brand’s account.
• Reputational damage. We’ve all had social media posts that just didn’t land, but if a brand post includes offensive content, the backlash can affect the brand at large. This risk can also come from outside posts, or from upset former employees or customers who had a bad experience.
• Legal issues. Certain industries, like government and healthcare, must walk a very fine line when posting content on social media to avoid violating laws and regulations. If you’re doing social media for government or another regulated field, you may have specific rules about things you can and cannot do. Additionally, brands suffering a security breach may be on the hook for damages to customers depending on the cause and situation.
• Privacy concerns. Posting content featuring your organization’s team is a great way to spotlight them and increase engagement, but if done without proper permission, it can raise understandable privacy concerns. For businesses in the healthcare space, guidelines around HIPAA and social media are also important.
• Employee access. An upset former employee with access to a brand’s social channels can do a lot of damage very quickly. If social team members use their personal devices for managing the channels, a lost phone can also become a crisis if they can’t access channels as needed—or if someone outside the organization gains access to it.

The key for all of these situations is to have a management protocol in place before they happen. Not planning for risk can be a detriment to a brand’s reputation, stability and bottom line.

What happens when you don’t effectively manage social media risk

A social media crisis can prove very costly for your brand. Depending on how you handle the incident, and what the situation entailed, you could lose customers, public good will and even money and future sales. Sixty-six percent of customers say they’d no longer trust a brand involved in a security breach.

Even if your brand is the “attacked” party, your preparation for and response to that event will influence customer sentiment for years to come. Mismanaging the situation can cause permanent damage.

While the likelihood that you’ll have to deal with a brand-ending crisis is low, the value of a social media risk strategy and management tool can’t be overstated. Having processes in place can reduce the chance that an issue happens, and decrease the negative impact if a crisis does arise.

Let’s take a look at what’s included in a good risk management plan and what strategies to focus on.

Social media risk management strategies to reduce your risk

A social media risk management strategy should include detailed response plans for possible situations and practical, ongoing actions for your social media and marketing team members.

Developing a risk management strategy is a great opportunity to bring together many teams at your organization. While your social team will be at the first to implement the strategy, other departments will have valuable insight and support to add.

Here are recommended tactics to include in your approach.

Create a social media policy

A useful social media policy functions as part of your business code of conduct. Guidelines should cover how employees represent themselves and the company on social media and who has access to social media accounts. You can build your initial draft using a social media policy template, and customize based on your company’s needs. Working with your company’s legal department can help you develop the policy, particularly if you are in a regulated industry or are a large enterprise using social media.

Train employees early and often

Once you have a policy finalized, you’ll want to train your employees on it. Include your social media policy, the best ways to manage social media and common social media questions in onboarding training. After that, schedule regular training updates throughout the year to cover changing best practices, overall social strategy and security approaches.

Have strong social media security measures in place

Social media security requires vigilance. Access controls like multifactor authentication (MFA) and limiting full administrative access to key team members are important. Consider working with your organization’s information security team to develop strong security measures and stay up-to-date about new risks.

Create a crisis management plan

Even the most risk-attentive brands may eventually face a crisis on social media. Whether a cybersecurity breach or a negative post gone viral, know how you’ll respond well before anything happens.

A crisis management plan should reference multiple scenarios and include who responds, where and how. Often, if you respond to a brewing crisis swiftly and transparently, you can prevent it from becoming larger.

For example, California Pizza Kitchen used a successful social media crisis management approach by responding to a viral TikTok about a customer’s incorrect mac and cheese order. The company used humor in a response on TikTok and offered a discount for everyone ordering mac and cheese for the next few weeks.

Continue to review and update practices and policies

Social media changes constantly, so you’ll need to regularly review and update the risk management practices you have in place. As you implement the policies you develop, you may want to adjust or add to them after using them in a few real-world situations.

Audit your social media channels regularly

Auditing your social channels consistently (quarterly, yearly, etc.) will provide insight into the general sentiment among your comments and interactions, including how often negative posts appear. An audit also ensures your content and pages follow the social media rules you made, and finds any possible risks you didn’t think of before.

Use a dedicated social media management tool

Your social media management tools can do more for you than simply publish content. A good platform makes risk management easier in many ways, including security, managing work, and giving employees access.

How a centralized social media management tool reduces risk

Keeping your social media access and management in one central place can give you more control over your brand’s accounts, and eliminate some of the risks that come with in-channel management. These platforms also provide data that can guide you on best practices and how to take necessary precautions. In short, they also function as a reputation management service.

Sprout Social is one example of a tool that helps you merge your social media management while boosting security measures.

Here are some ways robust social media management tools like Sprout help you reduce risk.

SSO and Multi-factor authentication

Single sign-on (SSO) functionality lets you access all of your social media channels with one set of credentials. Team members won’t need to log into different brand accounts on multiple devices and can instead access social accounts through one platform. With Sprout Social’s SSO features, you can quickly remove all social media access from users when team members leave the company or a device is lost. This is much easier than manually removing a user from every social account across networks.

If you’re working with an agency on your social media efforts, SSO has benefits here too. Instead of granting native social account access to outside agency partners (and risking forgetting to remove them when the partnership ends), you can use a tool like Sprout to manage logins.

Multi-factor authentication (MFA) adds an extra layer of protection by requiring login confirmation beyond just username and password. If your team’s emails are ever exposed via a security breach, having MFA in place can prevent potential hackers from gaining access.

User permissions and access control

Using a centralized platform like Sprout simplifies access control for your social media efforts. In a tool like Sprout, users can tailor permissions to make sure only authorized users can publish on brand accounts. You can grant specific permissions to specific roles so teams can effectively collaborate, but only select members can press publish. For example, you can give interns just the ability to draft posts while managers are able to approve content and publish.

Publishing approval workflows

Social media management tools like Sprout let you create publishing and message approval workflows that only allow you to publish once a message is approved. These further enhance user permissions so teams can collaborate effectively to submit, review and approve or reject outgoing messages. Admins in Sprout can assign members of your team to approve messages before they publish. You have the flexibility to build simple workflows with a single step or user, or complex workflows with multiple steps and users who approve.

Sprout allows you to assign different roles to team members to manage your publishing workflows. These roles include No Access, Read Only, Needs Approval, Can Reply and Full Publishing. Certain employees can be given access to draft and submit posts for review without publishing access so you can keep administrative access limited.

 

 

In the Advanced Sprout plan, you can also add external approvals for collaborators who don’t have a seat in Sprout, making it easy to get sign-off from external stakeholders like clients or influencers. This helps reduce errant posts that are off-brand or grammatically incorrect, and ensure posts adhere to your publishing schedule.

Social media risk management is critical to your brand’s presence

Though there are risks involved when managing a brand presence on social media, it’s important to remember that the benefits outweigh any potential negatives. For today’s brands, social media is, and will remain, a critical part of your marketing strategy.

Implementing a social media management tool that supports your risk management strategy is a great way to ensure you enjoy the positives and engagement social media can bring while knowing that you can handle a crisis that may arise. With the right platform, you’ll be able to manage access, create publishing workflows that work for your organization and enhance the security of your social media channels.

If you’re ready to explore how an integrated social media platform can support your risk management efforts, sign up for a free trial of Sprout Social today.

 

DISCLAIMER

The information provided in this article does not, and is not intended to, constitute formal legal advice; all information, content, points and materials are for general informational purposes. Information on this website may not constitute the most up-to-date legal or other information. Incorporation of any guidelines provided in this article does not guarantee that your legal risk is reduced. Readers of this article should contact their legal team or attorney to obtain advice with respect to any particular legal matter and should refrain from acting on the basis of information on this article without first seeking independent legal advice. Use of, and access to, this article or any of the links or resources contained within the site do not create an attorney-client relationship between the reader, user or browser and any contributors or contributing law firms. The views expressed by any contributors to this article are their own and do not reflect the views of Sprout Social. All liability with respect to actions taken or not taken based on the contents of this article are hereby expressly disclaimed.​​