We need to clarify that this post is not about the political situation in Botswana; rather, it addresses concerns regarding agencies' access to clients' social media pages, the similarities are that,it may not be a historical activity but it is also a change of government.
In the current digital era, having a social media presence is crucial for brand engagement, customer service, and expansion. Brands frequently rely on specialized agencies to handle their social media due to these agencies' proficiency in content creation, advertising, and analytics.
Nonetheless, allowing third-party access to social media profiles carries certain risks.
When a brand and an agency choose to end their partnership, neglecting a comprehensive handover can leave the brand vulnerable, potentially leading to lasting consequences.
Access to a brand’s social media accounts is a gateway to the brand’s voice.Let's talk about it:
1. Residual Control - Ensure your previous agency hands over residual control.
Many agencies add client social media pages to their Business Manager accounts to streamline content scheduling, ads, and analytics. However, if these permissions aren’t revoked after the contract ends, former agencies may retain residual control over a brand's account. This control can prevent future agencies or internal teams from managing the account fully, resulting in limited access to certain features.
When residual access isn’t removed, any new team that takes over might face limitations, such as being unable to change certain settings, conflicts in advertising efforts, or issues with account verification.
This is particularly challenging when an agency continues to retain admin privileges post-departure, affecting the overall efficiency of the new agency’s work.
Of Course, we are going to share Best Practices with you! We Care!
We are all about CHANGE and better governance.
1. Define Access Levels: Always Grand the lowest access level to agencies
When contracting with an agency, it’s essential to clarify access needs. Grant the lowest level of access that allows the agency to complete its tasks. For instance, limit account privileges to align only with the agency’s needs and responsibilities.
2. Utilize Access Management Tools: Business Manager is your Friend.
Platforms like Facebook and Instagram provide specific access tools. Use Facebook’s Business Manager to define access roles clearly. Always maintain “Admin” access at the brand level to ensure full control. Platforms like LinkedIn, Twitter, and TikTok also allow you to assign roles with varying permissions.
3. Establish a Transition Plan: Mitigating the risk
Set clear expectations at the beginning of the contract for an eventual transition, even if it’s far in the future. Having a protocol ensures that the process is organized, documented, and understood by all parties.
4. Document Account and Password Changes: Do not save password to device
Always update login credentials and maintain a list of authorized users.
Now what happens when we get to the Handover Process?
Review every social media account and remove any permissions linked to the departing agency. This includes removing their access from Business Manager, Google Analytics, Ad Manager, or any third-party tools linked to the account.
Don't forget to conduct an Audit because social media audit can identify any overlooked permissions or links to external systems. This audit should cover ad accounts, analytics, and any apps or services connected to social profiles.
A Demure brand updates it's Security Settings, you can't have the same password forever and don't forget to two-factor authentication methods to ensure the security of your accounts.
Arrange a final meeting between the outgoing and incoming teams (if possible) to address any last-minute details or questions. This helps ensure continuity in content and campaign management without disruption.
Staying Protected for the Long Run
Social media access with agencies requires diligence and structured management. By setting up access with future transitions in mind, your brand can minimize disruptions, protect data security, and ensure seamless transitions.
Retain control of your digital presence and customer relationships, no matter how partnerships evolve over time.
Written by a Client that has been transisioned and onboarded Funtastically.
