It's easy to read about best practices, nod your head in agreement, and then move on. But the fine folks Amy's Baking Company are in the middle of writing a modern cautionary tale that shows just how important keeping control of your social self really is.
Long story short, Amy's was on a TV show called Kitchen Nightmares where their substandard business practices were brought to light. On seeing the show, some of the fine folks on Reddit decided to do a little trolling, which ultimately escalated to wall posts such as this:
Brilliant.
If you want to avoid a meltdown of such epic proportions, there are three steps you should take:
Control Access
By using a third party publisher, you're able to lockdown access to your social properties. You can require all posts get approval before going live (not a bad idea when emotions run high) or ban a person from publishing to a specific property all together.
Hide Passwords
Even if someone wanted to stop Amy, how would they? She knows the password and could easily change it to prevent anyone else from accessing her account. By hiding passwords in a third party program, you ensure no one in your organization holds all the cards.
Monitor Outbound
By having a unified dashboard, everyone in the organization can see the exact messages the company is transmitting. If an employee starts shouting things like "I AM GOD'S CHILD. PISS OFF ALL OF YOU" another employee can step in and say "Hey, maybe that's not such a good idea."
The Takeaway
It's better to be safe than call everyone who visits your Facebook page asses. Be smart, monitor your media.