Social media has grown from a curiosity to an
integral piece of corporate strategy in the space of only a few years. Nearly overnight, companies have brought on
whole teams of specialists to handle multiplying numbers of social media accounts.
On
the one hand, this has enabled companies to connect with clients and
employees in brand new ways. With that growth, however, has come some
serious challenges. Rogue tweets, off-message posts, hacked accounts and
general confusion seem to be multiplying all the time.
Take for example the recent PR disaster experienced by global music retail chain HMV, when a disgruntled ex-employee
took to the company’s official Twitter account
to vent her frustrations to 70,000 followers around the globe. “We’re
tweeting live from HR where we’re all being fired! Exciting!!
#hmvXFactorFiring,” went the first in a string of damaging public rants.

To make matters worse, many of
these highly publicized gaffes
will continue to live on in social media infamy, becoming examples of
what not to do and leaving PR teams scrambling to repair damages for a
very long time.
So is there a way for businesses to avoid social
media meltdowns? Well, until recently, not really. Collaboration and
security features on social media sites were limited or nonexistent.
Interns, CEOs, interns and marketing pros posted and tweeted in a social
media free-for-all. Departments couldn't collaborate. One wrong click
could spell a PR crisis. Staying on message was like herding cats.
But, finally, that's changing. For example, my company,
HootSuite, continues to develop
some very serious tools
aimed expressly at business collaboration. They promise to restore a
semblance of order to sprawling social media departments. By
bringing all company social profiles into one central dashboard, managers can ensure messages are aligned and approved before publication—and no one drops an F-bomb while on company time.
Flexible permissions restrict who can post what to which accounts—from the CFO right down to the summer intern.
Back-end sharing means messages aren't duplicated by different departments.
Social media squads can organize organically by department, posting to Twitter, Facebook and other networks as a unit.
These
changes represent a fundamental shift in how social media is being
used. The planet's largest companies are integrating Twitter, Facebook
and other networks into every aspect of their operations. This means
that very visible brands are more vulnerable than ever to damaging
social media PR disasters. To avoid such catastrophes, companies—at the
very least—must stay on top of the
latest security tools available to them.
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