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Protecting Your Brand: The State of Social Infrastructure in the Enterprise

This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Protecting Your Brand: The State of Social Infrastructure in the Enterprise. We assembled a terrific panel to give us their perspective on this topic: Dan Nadir, the Vice President of Product Management at Nexgate; Jen McClure, the Vice President of Digital & Social Media for Thomson Reuters; and Nancy Groves, a Social Media Team Leader at the United Nations. This webinar was also sponsored by Nexgate.

Dan set the stage by starting us out with the results of a recent survey. It was an enterprise level study of the Fortune 100 that looked at over 31000 social accounts, almost 4 million pieces of branded content and over 54 million comments. Some of the key findings: during the first half of 2013 there was a 355% growth in the amount of social spam, much of that coming from fake social profiles, Facebook and YouTube are the target of most social spammers, and 15% of the social spam out there contains a link to malware or pornography. This really called into question how large enterprise brand can protect themselves from spam in their social media practices.

Nancy took over after Dan and talked about a UN case study that had spam related content of a different flavor. Spam need not just be links to malware it can be organized attacks by groups looking to be heard. In her case it was protesters who were targeting a global audience regarding the abduction of a Iranian soldier. Over the course of 2 days there were 26,000 posts related to this incident and how to handle the removal of some of this content.  Social media at scale would require you to have tools to help auto-delete and alert when these types of social “attacks” occur.

Jen then finished off the presentations with another case study, this time from Thomson Reuters. Jen talked about the challenge of a large company environment where you have several mergers and acquisitions and how do you handle the content coming from each of those social accounts.  Again at scale this can be too much for any team to read and respond to – so how do you add more automation in to the mix to help with your social efforts.

Now, if you have ever been on a Social Media Today webinar before, you know they are very “participant-driven” and we love to ask your questions of our panelists. Some of the questions we covered were: How do you do auto-deletion and filtering of social spam in the enterprise? How do you combine social tools, publishing tools with security tools in the enterprise?

If that piqued your interest, you will want to hear the replay of this webinar or review the slides from this webinar. Otherwise we hope you will join us on another Social Media Today webinar! The next webinar is on How Marketing Can Power Engagement: Using Analytics to Deepen Customer Relationships. Sign up for it, or view the schedule of upcoming webinars here.

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