Governing your brand’s social activity requires a great deal of organization across people, accounts and content, as well as the need to uphold your company brand standards. Spredfast, a social media management system provider, helps brands organize and orchestrate social media, specifically content, to facilitate the ideal interactions between brands and their communities.
Each company has its own unique structure and guidelines. As shown in Figure 10.8, Spredfast can adapt to organizations of all sizes and structures by managing all groups and social accounts in a single location. Each department can be self-sufficient in governing its own social programs and accounts by authenticating social accounts across networks such as Facebook, Twitter, LinkedIn, Google+, and blogs from one centralized location. Content contributors can be assigned roles and manage complex user permissions so the right people have access to create content and engage with the right audiences.
Figure 10.8 Spredfast has built-in controls to manage content governance.
Spredfast can also help you collaborate so that workflows and approvals help teams engage productively. As shown in Figure 10.9, teams can highlight activity proactively to share with contributors for reference or assign activity reactively to entire teams based on response needs. This collaboration replaces long email threads with system notifications and workflow automation within Spredfast to provide visibility across the team of what’s been assigned, what needs prioritized attention, and what actions have been taken with visible audit trails.
Figure 10.9 Spredfast has built-in collaboration that increases productivity.
Planned content can be organized and created across a team editorial calendar, with contributors having the ability to use preapproved content from the Spredfast Content Library. Content types and accounts with specific approval needs can be auto-routed based on user, account, or content type to ensure the proper oversight and approvals are in place before being publically published. All content published within Spredfast is archived so that teams can reference all historic activity, conversation histories, approvals, and audit trails at any point in time.
Spredfast protects the security and safety of brands by equipping administrators with the power to manage accounts, passwords, and user roles from within the platform. Content contributors are given access to engage directly within Spredfast rather than have direct access to the many passwords needed to access company social media accounts. For companies in regulated industries or those with additional security needs, Spredfast offers enhanced password management functionality, Single Sign-On, and IP restrictions.
Following are two Spredfast customers who use their tool for varying levels of governance:
Whole Foods Market (Workflow, Processes, and Orchestration): In addition to maintaining globally managed presences on Facebook, Twitter, and Pinterest (among other social networks), Whole Foods enables over 2,500 employees at its 340+ stores to provide relevant, local, and timely content to their communities. This allows each region to share its own local flavor while preserving brand integrity (see Figure 10.10).
Figure 10.10 Whole Foods Market uses Spredfast to manage global content.
AARP (Organization and Structure): There is no one right way to organize your social presence. A few common configurations include organizing by business unit, geographical location, or product offering. AARP blends corporate, business objective-focused accounts with state-level accounts to provide relevant local information to members of the nonprofit organization geared toward serving people 50+ (see Figure 10.11).
Figure 10.11 AARP uses Spredfast to manage corporate, business, and objective-based accounts.