With 300 million active monthly users, the opporutnity on Twitter for businesses is undeniable. Many companies large and small use it to engage with customers, share news, track their brand and build loyalty.
Typically businesses have a master Twitter handle that acts as the voice of their organization. This opens up great opportunity to engage with customers as prospects - as long as a number of stakeholders are granted access. How could Arby’s have scored so big during the 2014 Grammys if only one person had access? Although Twitter can positively impact customer engagement, the proliferation of social media accounts presents a a clear security threat, as we have seen covered over the past weeks and months in the news. Given all this, it is important to have a system in place to strengthen your brand, and keep your business secure. Here's a handful of tips for managing your @company handle.
Setup a shared alias (e.g. firstname.lastname@example.org) as the master email for the Twitter account. Having a shared alias in place, rather than attaching an account to one person's inbox prevents orphaning the account when someone leaves from your organization. In addition, In the event that a password is lost, the appropriate team members have the ability to retrieve a reset password (since admins can get to the shared inbox).
Choose a point-person in your company (marketing director, social media coordinator, etc) to determine your Twitter handle and create a unique, complex password for the account. If the password is easy to recall, it will be even easier for a hacker to exploit. It's easy to avoid using "12345" or "password" but creating a truly secure password by hand is hard. The password should be impossible for even its creator to remember it, which means you should use a password vault like Meldium to store it.
Tools such as HootSuite, TweetDeck, Buffer, and Sprinklr are great for delegating access to a Twitter account across your team. Ultimately, you will need to share direct access to Twitter's site. Sending passwords via e-mail or via spreadsheets will leave your company more susceptible to cyber attacks (the recent Sony hacks enabled attackers to access scores of Twitter accounts because their passwords were stored in readily available unencrypted spreadsheets). A good password manager can help you do this right. Meldium even ensures that passwords are never shared over the wire! You can either share with your entire team or with specific individuals who will be contributors to your Twitter account.
Just as it's easy to share access, you want to make sure you can revoke that access instantly. Many disgruntled employees have done damage to brands via Twitter in tense situations. With Meldium, you can revoke any access a member of your organization has when they leave with one click (whether it's Twitter or any other critical account they have).
In the special event that the master account holder leaves the company, Meldium can help navigate that obstacle as well. An admin can reassign the master credentials to another team member who would take on the role of account owner.
Changing your passwords frequently, at least every few months, is important for all your apps and services, especially those with shared privileges. When multiple people share a password (bad!), it's a pain to change it and notify everyone so we often don't bother to do it (worse!). Meldium can do the work for you – without your team missing a single tweet. First, since no one knows the password, they always access the account via a central broker that is always up-to-date. Second, with Automatic Password Update, Meldium will create a strong, unique password and change it directly in Twitter. Your team members won't even know the password has changed!
Once a brand is on social media customers can expect a lot. It's essential to not only focus on mentions and conversations, but to quickly zero in on support issues. If you're looking to step up your customer service game, consider creating a dedicated customer service handle that is separate from your company or brand handle. Even Twitter employs this strategy with @Twitter vs. @Support.
When engaging with customers avoid sending automatic responses. Be sure to respond in a timely manner and with a personal touch whenever possible.
By following these few tips, your keep can maximize the reach of twitter and keep your account secure. Happy Tweeting!