Case Study: Social Media Governance: A Unified Approach to Brand Control and Risk Management
The Challenge:
We worked with a global business that was a "house of many brands". They faced a critical issue: a lack of central control over how their brands consistency showed up in their social media accounts and pages, leading to fragmented, inconsistent brand representation. In a large, complex global business, many smaller, emerging markets were independently setting up new brand content, resulting in multiple, uncoordinated social media accounts. Additionally, some markets had lost access to their accounts, posing a risk to brand safety and wasting resources, as money was being spent managing these pages without oversight.
The Solution:
RMA established a unified approach to social media governance:
We identified and removed duplicated or unauthorised accounts, restoring brand control on a per brand basis across all markets.
To ensure long-term consistency and compliance, we ran training sessions for local teams, created global social media policies, and developed crisis management documents.
These measures were designed to provide clear guidelines, reduce risk, and maintain a consistent brand voice at the individual brand level worldwide. We also set up ongoing monitoring processes to ensure sustained oversight and management.
The Result:
As a result, the business regained full control over its social media accounts and how each of its brands was showing up, eliminating duplication and unauthorised pages. With a clear governance framework in place, brand consistency was ensured across all markets. The global social media policies and crisis planning documents provided a structured approach to risk management, while the training empowered local teams to maintain brand standards. Continuous monitoring now ensures that the brand stays in control, reducing the risk of future fragmentation and inefficiency.
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