Multiplying like rabbits.

Quick, list every existing branded social profile your company has in its arsenal. If you work for a small business, you might rattle off a short list of “the classics”—Facebook, Twitter, YouTube, etc. But if you work for the average enterprise, you’ve got a nerve-wracking list of around 178 discrete social accounts to juggle—not including employee accounts. This shockingly-high number comes to us courtesy of a new Altimeter report,A Strategy for Managing Social Media Proliferation.

The unchecked growth of branded social profiles presents a number of serious risks to the enterprise:

  • Complicates goal-setting, reporting and evaluation
  • Dilutes control of social presence
  • Prevents integration of data, tools and user privileges
  • Creates inconsistent, fragmented customer experiences

These risks wind up wreaking havoc when unmanaged:

“At one large company we talked to, more than a quarter of their social accounts had been spammed or abandoned; 50% were fledging or only slowly growing, and only the last quarter was deemed ‘mature,’ with sustained customer engagement and consistent content.”

Altimeter makes it clear—there isn’t a panacea in sight for what ails these corporations.  No single product, content strategy, or training program can be relied on to make things better. Instead, they suggest a three-stage regimen, combining heavy doses of the following:

  • Auditing, goal-setting, consolidation, workflow design, needs analysis
  • Finding the right vendor mix, budgeting
  • Educating participants, extensive QA testing, evaluation against goals, optimization

The full report contains plenty of detail, but it’s also very linear and actionable. I’ve embedded it below, so dig in!

One Response to “Corporate social profiles multiply like rabbits—and so do risks”

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