The Indestructible Brand by Sharma Venke;Kharas Hushidar; & Hushidar Kharas

Author:Sharma, Venke;Kharas, Hushidar; & Hushidar Kharas
Language: eng
Format: epub
ISBN: 9789386446800
Publisher: SAGE Publications India Pvt, Ltd.
Published: 2019-05-25T19:31:00.591612+00:00

1. Thou Shalt Know Thy Assets

The CCO should create an inventory of “all” social assets, including the agencies that have built them, an owner within the organization, and a protocol for taking them down in a hurry. Any asset that is no longer in use should be unpublished and the data taken offline and stored securely. In case an agency is fired or an employee leaves the organization, create a transition protocol and change passwords to ensure security. The asset inventory should include the following:

Websites: Organizations typically have multiple websites, each with their own stakeholders. There's usually a corporate site, product or ecommerce site, and one or more campaign microsites.

Apps: It's ideal to have just one app that contains the stuff your consumer really wants or finds relevant. However, different functions within a business sometimes create their own apps. Make sure you've got them all!

Social Handles/Pages/Accounts: Social assets are the chief cause of marketing-led crises and should be handled very carefully. While most organizations only use social media to connect with consumers, in some cases, functions like HR may use them to connect with current or potential employees. Ensure that all these assets are included in the inventory, and delete anything that no longer serves a purpose.

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