Taming Social Media Sprawl

For B2B brand and communications leaders, managing branded social media strategy and activities can require adroit management skills and a disciplined approach. As social media activities gain momentum, teams stray from the original mission and mandate. In their zeal to participate on social media, parts of the organization frequently contribute to social media sprawl: a proliferation of accounts across multiple channels that are off-brand, conflicting, and ill-maintained. In this report, we discuss how brand and communications teams can take a disciplined approach to managing social media accounts and maintaining enthusiasm for engagement and participation.