Protect Your Digital Brand

Written by Nick Stamoulis

By the time clients come to us for help on their digital marketing, most of them have already been in business for some times. This means that most of them already have their digital assets underway, such as their websites, their social media, and more. Every now and then, however, we encounter a client or two that has lost control of one of these assets.

It’s so important to maintain control of your own digital assets! Here is some advice that will help you:

Maintain Control Over Your Brand

The ultimate goal is to make sure that you maintain control over your brand. Losing control of one of your digital assets is the same as losing control of your very brand. After all, it is your digital assets that provide the thumbprint for how people perceive your brand.

Here are some examples of what can go wrong:

  • You entrust the management of your brand collateral to a third party who won’t give up control of the assets they created.
  • A former employee as control of some of your social media pages and either no one remembers who it is, or you can’t get in touch with the individual.
  • With a lot of turnover in your company, you have lost track of your brand and what it means.

The ultimate goal is to set up your branding and digital marketing in a way that will prevent you from ever losing control over your assets. If somehow you did lose control, the only way around it is to try to do some damage control.

Maintain Internal Access of Social Media

One of the most common issues we have seen is that every now and then, an old employee will be the exclusive admin of a social media account and either no one remembers who it is, or they can’t seem to get in touch with the individual. There’s no way around this other than to help the client start from scratch. However, this is one of the most common issues that we have seen, and it is worth talking about separately.

We have a client who had a LinkedIn account that had a lot of followers. However, none of the main players in the company, or anyone who was still working at the company, actually still had access to the account. We tried to help them recover it, but after repeated attempts to do so, we realized we had to help them start over.

In this case, starting over was frustrating, since they lost their followers that they had built up. Over time, however, they were able to rebound—but it took several years. What would have happened if they maintained control? They would have been even further along with their social media. We have seen this occur so many times, it hasn’t just been with LinkedIn. We’ve seen it with other platforms, and it is frustrating every time it happens.

The best way around this is to prevent it from happening in the first place. Always maintain control of your digital marketing assets. This will help you grow and will also allow you to maintain control over your brand.

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