Chapter 10Establishing Brand Control

You cannot always control what goes on outside. But you can always control what goes on inside.

—Wayne Dyer, teacher and author

If you work in a highly regulated industry such as banking or insurance, you realize how important it is to maintain control of your brand and influence the people who may interact with social media outside of your company. There have been several social media disasters that, with better planning, could have been avoided. The trick with managing social media’s external reach is to have a good policy and platform to govern your communication programs.

Using a platform, you can set up a system that gives you multiple checks and balances to approve content before it goes live on the ...

Get Manager's Guide to Online Marketing now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.