Hearsay Social took the initiative and set forth new tools allowing large companies with local offices, agents, or representatives to reach out with a social media campaign to every local contact. At the same time, the local offices can track down rogue operations, scanning social media sites for unauthorized pages and profiles that appear to represent the organization.
The new tools started earlier this year. The software company introduced social media management tools for large organizations, like insurance companies, who want to take advantage of local contacts and their social networks while ensuring compliance with brand standards.
The initial product helped corporate social media managers to distribute posts that local representatives could utilize on their social profiles or Facebook business pages, either as-is or with some personalization.
Currently Hearsay is taking it a step further by implementing the same thing for entire social media campaigns. That involves bundles of related posts and other social media content like Facebook tabs or profiles that come with a corporate approval, even though local representatives can still fine tune the content to their liking.
The whole idea is to create a corporate/local model combining the best of corporate control and local personality and knowledge of the market. If an insurance company is launching a new product next week, corporate can prepare the promotion of the product. The campaign could start with bundling up content that includes a Facebook tab to serve as a landing page, plus two or three ad campaigns that drive traffic to that tab. The bundle could even include wall posts to drive people to that tab. Whatever is worked out at the corporate level can be duplicated at the local level. The result is a consistent campaign across the boards.
Another software management tool allows local offices, agents or representatives some autonomy because it provides monitoring of local social media feeds to flag any posts that violate corporate policy.
It is called a Rogue Page Finder that scans social media sites for pages and profiles that falsely represents the organization, whether established by rogue employees or fans of the brand who are not employees. This scanner attempts to determine the owner of the page or profile so appropriate disciplinary or legal action can be taken, as necessary. In the process, Hearsay’s software scans the pages for compliance issues and policy violations, making it easier to prioritize which ones need to be addressed first.
It allows for both corporate and local offices to work together without unnecessary interference. The company guarantees the new management tools are really different. The tools are more about managing its social media campaigns, than taking a defensive approach to preventing problems.
The idea of creating social media campaigns at a corporate level, and then replicating them at local offices is much more than making an organization compliant. It helps them be successful without reinventing a tested product that’s already in place at corporate level.