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Social Media Managers and The Art of Juggling Multiple Social Platforms


Social media managers handle toxic speech and spam on multiple platforms. Brands seek third-party solutions to manage overwhelming comment volumes. Centralizing control is key to saving time and protecting brand reputation.

Social Media Managers are putting Facebook on the Hot Seat

Last summer social media managers representing hundreds of national and global consumer brands, including Adidas, Verizon, Walmart, McDonald’s and Kellogg’s sent a particularly strong message to Facebook, via an advertising boycott. The platform vowed to take better action against online hate speech. This summer, Starbucks threatened to leave the platform altogether over the sheer volume of hateful comments.

Recently, Facebook is again in the spotlight and under intense press and legislative scrutiny, but social media managers for consumer brands have more than just Facebook to contend with – they have a vast array of social media platforms to manage. And, as moderation tactics vary between different social media platforms, the same war is raging across all of them, which means user’s (in this case brands) feeds are being polluted by toxic speech AND spam, bots, malware, illegal links, and other damaging comments.

Social media teams are becoming increasingly outnumbered

In a world of nearly 4 billion social media users and growing, all of whom have the ability to post comments to social media channels 24/7/365, social media managers can struggle to manage the massive influx of comments coming into the feeds of Facebook, Instagram, Twitter, LinkedIn and other channels.

According to a study conducted by Ragan and NASDAQ OMX Corporate Solutions (surveying more than 2,000 respondents from SMBs), 40% had a social media team of 2-3, 40% had a team of ONE. Only 9% had a team of six or more.

Third-party platforms are easing the burden on social media managers

The silver lining might be, ironically, that the popularity of newer platforms such as Snapchat, TikTok and others, are causing brand social media managers and their teams to seek solutions outside of the platforms themselves. They are looking for and finding help in managing the volume of social comments and the sheer number of platforms, that will relieve some of the pressure from their overwhelming social media responsibilities. In a case study with one of our clients, they saw a 32 hour-per week reduction in people hours, affirming that a centralized platform makes human resources that much more effective.

Our analysts also performed an internal review of our largest consumer brand clients and found for many of them, we are processing more than 50,000 comments per month. Add to that, in slightly over a year’s time, we’ve seen a whopping 567% increase in the amount of spam and bots in the very social streams that are the primary digital space for brands to engage with customers. Moderating such a large volume of social media comments is no easy task for a small social media team, let alone single social media managers.

The time for action is now

All said, as social media usage by brands continues to rise, which in turn brings a surge of comments by shoppers, unwanted clutter and a vulnerability for a brand’s feed to be rendered useless.

For brands looking to lessen the burden on resources, increase the effectiveness of social media channels, save time and brand reputation, it’s time to start looking into how to centralize control of your brand’s entire social media presence.

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