Monthly Q&Artful: Sept '21
Brand safety, Instagram, and handling late fees
❓ I am manager of our Facebook Business Manager and am leaving an organization and want to pass it over to my replacement. Whats the best way to do this? Should I delete the original account?
The best feature about Business Manager is that it isn’t associated with any one profile, page, ad account, pixel, or any other property. If you are the sole administrator in the Business Manager, you should leave your successor with an S.O.P. (standard operating procedures) to give them a bit of context around how you conducted business, and you should do one of two things:
Assign your manager as an interim administrator if the replacement isn’t officially hired, or:
Assign your replacement as an administrator and show them around.
When it is time to leave, they can remove you from the Manager user list, or you can release your own account through user settings.
❓ Is it worth having a strategy for Clubhouse 9 months later?
No. Here’s why. Clubhouse simply isn’t doing anything new; if audio is your jam, it might be worth pursuing a podcast for edutainment purposes, or ads and sponsorships on streaming services for an awareness play.
❓ Someone has commented on our brand Instagram account with a pretty loaded question. However, their account settings don’t let us tag them in a response. I could comment on the post itself but they might not see it or in this instance I could leave the comment. What would you do?
It’s hard to say what the right course of action is without knowing more about the question and the context in which it was asked. It sounds like the commenter is trying to bait the brand into an indefensible position, so I would move forward without tagging them. Here’s something to immediately consider:
If you work for a larger corporate brand, you should refer to the crisis management procedures. If there are none in place, forward the social thread to your public relations and/or legal team to better understand what options you have available to you. In all likelihood—if the question really is that loaded—either of these teams have specifically tailored messaging that will keep you out of the doghouse.
If you are flying solo in your organization, you could approach this situation one of three ways:
You can choose to ignore the question. Engagement will often get buried over time and you can walk away unscathed. Keep an eye on it for the next few days, though. If you see the situation beginning to snowball—meaning other users are also asking the same question or resurfacing the original engagement—you may need to address it sooner or later. This is my go-to approach to nip situations in the bud; why make a mountain over a mole-hill if at all possible?
You can ask the commenter to supply you more details in a DM so that you can discuss further. This approach takes the conversation out of a public forum and into a space where you can defuse a situation without added noise. I only prefer this option if the resolution requires PII (personally identifiable information), because it could appear cloak-and-dagger otherwise, and give more credence to the original question.
If the first or the second approach aren’t options, you can choose to publicly reply to the comment. This approach provides the maximum amount of transparency, but also presents you with more fires to put out if the topic is nuclear. For emphasis: you do not need to tag them in the reply; they will likely get a notification anyway. It would be better if they simply forgot that they even asked the question in the first place.
❓ I’ve got to apply late fees for the first time, but am unsure of the process regarding the invoice. Should I update the current invoice or create an invoice especially for the fees?
An invoice that cites late fees without a service is going to confuse the client and add to their frustration. I would strongly suggest sending a modified invoice for the original service that includes your late fee as an additional line item.
In the U.S. there are protections in place for each party governing how late fees are handled—here is New Jersey’s for example. Be sure to familiarize yourself with both your state and your client’s state late fee collection laws.
❓ I work at a college and there was like 70+ rogue, sub-brand Instagram accounts. I'm trying to discourage them - but I need a good reason other than its cheugy as hell + the opposite of a "best practice." Any ideas?
If I were to put myself in your position, I would frame my argument around brand safety. God forbid, what if there was a violent and deadly situation on campus? The college would clearly want to do everything in their power to put out instructions and factual information in a timely manner using all channels available to them.
Rogue accounts with no centralized authorship or voice would prohibit your ability as a communicator to do your job in its entirety. Further: the current state can be so detrimental that it could potentially put lives at risk should any situation arise.
❓ I am managing social for a politician. My colleagues would like us to build her following on Instagram this year to reach new potential voters (yes, her voters are on Instagram). However, we don't really have the ressources to produce content specifically for Instagram. This has made me wonder if we should maybe focus less on Instagram until we have the ressources to dedicate more time to this platform. What would you do if you were in this situation?
I would rely very heavily on competitive intelligence to see what your politician’s opponents are doing (if anything), and to study politicians in other regions who most closely match your client’s platform. Make note of the types of content that would seem easier and faster to execute on. If there is enough to build 30 days of content at launch, then I am confident that you have enough content for a sustainable channel launch campaign.
Not everything has to be a full production, but remember this: a politician’s reputation is only as good as its representation in media. If the content feels disconnected from your client’s brand or their voters, then the public won’t trust them to be the right candidate for the job.
❓ These Q&As are really helpful. Thank you. :)
I appreciate you, too!