Ditch the Spreadsheet: Introducing Spredfast Vault
Let’s get the confession over with early. If I asked you right now how you govern direct access to your brand’s social accounts, your answer will likely go something like this: a slight pause, a confession of a shared spreadsheet, an admission that you know you should be doing more, but another admission that you don’t know what more to do. And if that’s the case, you’re not alone. You can swap the spreadsheet out for a traditional password manager, or a single manager holding the passwords, or even a Post-It note, but the challenge is the same: brands are looking for a way to govern direct (we call this "native") access to their social accounts—and coming up short.
Everywhere you look in 2018, privacy and security are dominating the conversation. In a world where even the social networks have security breaches, individual user data protection is at top of everyone’s mind. We're all taking action to better protect our own individual data on social, but what about protecting your brand on social?
As one Spredfast customer recently put it, "How would I ever begin to value my brand reputation and risk?" And if you were to ask Warren Buffet, he'd tell you that "it takes 20 years to build a reputation, and 5 minutes to ruin it."
Social media has changed the way marketers connect with customers and establish real one-to-one connections. Through social, you can amplify brand love, build relationships, and discover insights that bring value to your business. With this opportunity comes an inherent risk to your brand’s reputation, to years of built-up equity and, ultimately, to your bottom line.
Social media has changed the way marketers connect with customers and establish real one-to-one connections.
We’ve all seen it: the social post gone wrong. Fast Food chains tossing insults at politicians, automakers casually dropping f-bombs, or kitchenware makers jumping into controversial politics.
From a distance, these can be comical situations, but when it’s your brand it’s another story. Suddenly you’ve got a crisis on your hands. Have we been hacked? Did an employee accidentally post something personal on the brand account? Do we have an audit trail to find who had access? How can we recover?
As it turns out, the biggest risks in social often come from inside your own organization. Enterprise social teams are getting bigger every year, and more people means more risk. In addition, brands have teams spanning multiple locations and time zones. That's dozens, if not hundreds of employees and/or agencies publishing and engaging as your brand. GM’s Center of Social Excellence has over 800 users!
Most of the time, the risks aren't malicious like a rogue employee, but instead are simply the cost of doing social at scale. After all, nobody is perfect, including your employees. After going native, an employee may not realize they’re still logged into the corporate account and post something…off-brand (to put it nicely). You might be working with an external ad agency who needs native access to execute social ads, but you have no way of knowing who has that access today within the agency. Any time an employee or agency partner has this ability to go native, it’s a risk, regardless of intention.
For years, social teams have used makeshift workarounds for this problem—shared spreadsheets, forwarded emails, password managers, and even Post-It notes. You wouldn’t risk your own bank information on a Post-It note or spreadsheet, so why would you risk your brand?
You wouldn’t risk your own bank information on a Post-It note or spreadsheet, so why would you risk your brand?
Even with an enterprise social media management solution, there will always be reasons why users need to go native. But traditionally there has been no good way to know and control that native access, until now.
Introducing Spredfast Vault, the industry’s first social access and credential management solution. At its heart, Vault provides a proactive way to manage the risk associated with going native. For end users, it's a centralized, secure point of entry to native accounts. For administrators, it's governance, visibility, and reporting around native access
"For all the opportunities it represents, social comes with inherent risk,” says Rod Favaron, Spredfast CEO. “It's time for brands to take the responsibility of protecting their brand on social seriously. There are always going to be reasons why users need to go native, it's how you handle it that matters."
For years, social teams functioned without a holistic proactive governance solution for going native, risking brand reputation and security at every turn. Spredfast Vault was designed with this challenge in mind and empowers the world’s biggest brands to strengthen governance over social channels and protect brand equity.
Credential and Access Management
There are two models of native access, credential and access. Credential Management relies on a single username and password for a shared social account like Twitter. With Vault, administrators can allow users to access to Twitter accounts without having to give over the account username or reveal the password. Access Management gives a personal social account access to a brand page or social account like Facebook. With Vault, administrators can temporarily allow users access. Unlike traditional password manager, a secure solution for social solution must address both models of native access.
Governance and Control
Vault was designed with a social-first mentality to give social team leads the governance and control they need to keep their brand protected. The single, secure, point of entry means users simply click on the account they need to access and are automatically logged in, never having to see the password. All users requesting native access will be logged in the audit trail, capturing who has access, the reason, and for how long. In the unfortunate event of unauthorized access, a user’s native session can be revoked at any time, logging that user out instantly.
Social media provides marketers with a wealth of opportunity to truly learn about and connect with customers. Social is your brand’s megaphone, amplifying both the good and the bad. In a world experiencing a crisis of trust and data privacy concerns, the status quo of spreadsheets and Post-It notes just won’t cut it anymore. Reach out here for a demo and learn how Vault can help you better protect your brand on social.