It’s 2023—do you know who owns your brand’s social channels?


Margaret Flores

Social Director, Performance Marketing

In today’s digital age, social media has become a critical component of any successful marketing strategy. From promoting products and services to engaging with customers, social media platforms provide businesses with powerful tools to build brand awareness and drive sales. However, owning your social media pages is as important as creating content for them.

Some businesses make the mistake of not maintaining ownership of their social media pages, and that is an oversight we work with brands to avoid. You do not want to find yourself in the position of saying, “The person who started our company page no longer works here and now we can’t get in.” Losing control over your brand’s online presence leaves it vulnerable to security breaches and brand damage. Having a robust and engaged social following is potentially worthless if access to your channel—and your community of brand fans—hinges on an uncooperative third party.

At Mower, we believe that ownership of social media pages should never lie with just one individual and should always belong to the internal organization as opposed to an external partner. While it may be tempting to give one individual full control over the social account, this approach is risky. Employee turnover can result in the loss of valuable knowledge and access, which can leave your company’s social media accounts vulnerable to being hacked or taken over by competitors.

Instead, we recommend that ownership of social media pages is spread across a team of internal stakeholders. This helps ensure that the knowledge and access needed to manage the page stay within the organization, even if a team member leaves. It also provides a checks-and-balances system, which can help prevent mistakes or rogue actions that could damage your brand’s reputation.

When it comes to transitioning ownership of social media pages, it’s important to have a clear process in place. This should involve identifying who will take over the pages, ensuring they have the necessary access and knowledge to manage them, and updating all relevant passwords and login information. It’s also a good idea to document this process to ensure consistency and avoid confusion during any ownership transitions.

Owning your social media pages is just as important as the content you post on them. By spreading ownership across a team of employees and having a clear process in place for ownership transitions, you can protect your brand’s online presence and take full advantage of the benefits that social media platforms offer.

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

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