The MHEDA Journal - Third Quarter, 2018 - 15



Protect Your Brand
on Social Media


our brand is your most important asset in business. It is your
identity. In today's digital world,
it is vital to protect that brand online.
And today, that means that using
social networking sites like Twitter,
LinkedIn, Facebook and Instagram
are no longer optional. Using these
sites not only allows your company to
control the message, but having a presence on those platforms ensures that
nobody else is using your company
name and likeness to purport to be
you. Social media used to be a luxury.
Something that companies could do
if they had the time and resources
to devote to it. But in 2018, it's now
necessary. Below are three strategies
for using social media effectively and
protecting your brand:

1) Have a Social Media
On page 68, several digital marketing
experts within MHEDA contributed to
an article called The Digital Evolution.
In it, they discuss several common
pitfalls and mistakes that companies
make with regard to their digital strategy. With regards to a social media
policy for your own company, it must
go beyond your marketing employees or employees who are officially
tweeting on behalf of your company.
It's important to have a company-wide
social media policy that formally lays
out some ground rules for what your
employees can and can't post. There
are several good templates online that
show great examples of social media
policies that your company can use as
a base. This is an integral step your
company can take to protect your company's reputation online.

2) Own Your Own Name
As alluded to above, even if you
don't intend to post right away,
it's important to "own your own
domain" online. When the Internet
came about, there was a big push
to make sure you owned your own
website domain. If you don't own it,
somebody else can, and then you lose
control of your own messaging. For
example, the Boston Red Sox play
their spring training games at jetBlue
Park in Fort Myers, Florida. However,
after the park was built, they failed to
secure the rights to
So now, if you go to that site, you
see a picture of a crying Red Sox fan
and a computer showing the Yankee
logo. Pretty harmless stuff, but now
imagine if somebody bought your
naming rights and wanted to use it
maliciously? And social media is free.
There is no purchasing involved. Go
online and make sure that you own
the user name for all of your brands
across the social media spectrum.


It will save you headaches down
the road.

3) Monitor Social Activity
The social media policy is a great
first step to guide social media activity. But it's not a cure all. To ensure
that everybody within the company is
abiding by the policy, and to make sure
that your name isn't being tarnished
by posts from outside the company,
actively monitor social media activity. Social media tools like Hootsuite
are a great way to set up search columns with your company's name, any
product names, and different lists of
accounts to follow, so anytime somebody mentions you on social media,
you'll be able to see it in real time and
respond quickly.
These are just three common-sense
tips to help you protect your brand
online. For more information about
how to make the most out of the digital
evolution, check out the article on
page 68.

The MHEDA Journal | Third Quar ter 2 018


Table of Contents for the Digital Edition of The MHEDA Journal - Third Quarter, 2018