Navigate the Risks of Business Social Media Marketing
I recently had an online discussion with a group of business owners about the risk of spending time, money, and energy on social media marketing using a platform you can’t control and doesn’t “belong” to you. This question comes up often, and my response is always the same. Every avenue of marketing comes with unique benefits, drawbacks, and risks. The risk with social media marketing is no different than renting a brick-and-mortar location for your business, knowing that the landlord may not renew your lease or raise your rent.
That being said, it’s a valid concern when platform practices leave business owners feeling like they are investing their time in social media marketing efforts that could disappear without notice. At any time, social media platforms could change their rules, suspend your account, or alter algorithms, putting your business at risk. Don’t even get me started on hacking and phishing scams.
If I have learned anything from my decade of social media marketing experience, it is that while you may not own the platform, there are measures you can take to mitigate the risks and protect the assets you build on these platforms. Below are some key strategies to help safeguard your business presence on social media.
Get Verified
One of the first things you should aim for as a business is to get verified on the social media platforms you use most often. That blue checkmark not only lends credibility to your brand but also offers an extra layer of protection. Not only that, it also helps differentiate your official account from imposters. This can make it easier to recover your account if it’s ever hacked or compromised.
Getting verified “the old-fashioned” way is often easier said than done. Some platforms have stricter requirements than others, and it may take time to meet the criteria. However, that method is worth a try.
If your business does not meet the criteria for that method, consider joining the waitlist for Meta Verified for Business or switching your personal account to a “Creator” account and paying for Meta Verified for Creators. Besides the blue checkmark, it gives you access to chat support and account impersonation protection. Yes, there is a fee of about $15 per platform, but the peace of mind has been worth it for me. Knowing what I know, I would not attempt social media marketing for my business without it.
Regularly Review Community Standards, Guidelines, and Policies
I wish I had a dollar for every time I heard someone say they got Zucced, suspended, or banned “for no reason” when I can point them to the exact reason in the Facebook Community Standards. Every social media platform has its own set of rules and policies, including Facebook Community Standards to Terms of Service (TOS), Commerce Policies, Instagram Community Guidelines, and TikTok Community Guidelines. These documents outline what is and isn’t allowed on the platform, including rules about content, behavior, and advertising. Failing to follow these guidelines can result in penalties, including “shadowbans,” account suspension, loss of visibility, or even permanent bans.
One common mistake businesses make in social media marketing is assuming they only need to review these rules when they first set up their accounts. However, platforms frequently update their guidelines, and staying informed is crucial because they will hold all the content you have ever posted to the current rules as they change. Make it a habit to review these documents regularly to ensure your business remains compliant. Understanding the fine print will help you avoid costly mistakes that could jeopardize your online presence.
That said, it is not always about whether you actually violated their policies; it is about whether the AI detection they are using perceives that you are. Although the AI platforms use is slowly improving, it doesn’t always understand context, nuance, or sarcasm. About a year ago, I got temporarily dinged for inciting violence when I told a friend she needed to “kick him to the curb” about a cheating boyfriend.
If you do get a violation, don’t ignore it. Always dispute any violations using the options available in the “Profile status” area for personal accounts or the “Page recommendation” section of pages.
Stay Informed About Phishing and Hacking Trends
Cybercriminals are constantly developing new ways to steal information, and social media accounts are prime targets, especially those running ads. Staying informed about the latest phishing schemes and hacking trends will help you recognize potential threats before they become problems.
The most common schemes on social media are phishing attempts. They find a way to get you to click on a link and then log into a site that looks like Facebook or Instagram using your username and password. They use that to capture your information and then log into your account.
I plan to go into more detail about this in a future blog about avoiding social media marketing scams, but here are a few of the most common hacking and phishing tactics in 2024:
Fake Page Violations:
I mention this first because the previous section discusses actual violations. One of the most common phishing tactics on social media, especially Facebook, is to receive an email, message, or be tagged in a post saying that your account is being suspended for violations. Meta is never going to contact you this way.
Make sure you know where to check if a message or email from Facebook or an email from Instagram is legit.
Message From a “Friend”:
Ne’er-do-wells often create accounts that use the photo and name of someone you know. Then they message you with something sensational like “I can’t believe what you were caught doing on this video” to cause you to have a knee-jerk reaction and click to see the video. But you have to log in…sound familiar?
They may also pretend they are a friend locked out of their account and need a code from you or tell you that you need to click something that pops up. This is actually your 2-factor authentication kicking in and giving them that code authenticates their attempt to hack you.
Copypasta Hoaxes:
Copypasta is a block of text that is copied and pasted on the internet. Think of it as the chain letter of today. On social media, these often include misinformation, such as claims that posting it will prevent Meta from stealing your content, remove the ads you see, or upgrade your experience somehow. It can consist of a claim that the platform has a new policy or change to add urgency.
This tactic is more than just annoying misinformation. It is actually a way to target potential phishing/hacking victims. Check out the image below. I took a common hoax and typed a
(Continued below image)
phrase from it into my search. It brings up a slew of posts where people fell for this and posted it. When the person who started the hoax does the same thing, they now have a list of profiles that are likely to believe the false information they are presented and act —making them the ideal victim.
Use Two-Factor Authentication (2FA)
Two-factor authentication adds an extra layer of security to your accounts by requiring both a password and a second form of verification as well—usually a code sent to your phone or email. 2FA significantly reduces the risk of your accounts being hacked since it requires access to a physical device, like your smartphone, in addition to your password.
Many people overlook 2FA because it can seem inconvenient, but the minimal effort it takes to set up 2FA on Facebook or set up 2FA on Instagram can save you from catastrophic losses. Hackers are constantly developing new methods to breach accounts, and your password alone isn’t always enough to stop them. By enabling 2FA, you make it exponentially harder for someone to gain unauthorized access to your accounts.
Know the Laws and Regulations for Social Media Marketing for Your Industry
Social media platforms operate under both federal and local laws, and these regulations can vary depending on your industry. For example, businesses in healthcare, finance, or legal services have to be especially cautious when it comes to privacy and data protection laws. Other products and services like real estate, alcoholic beverages, tobacco, cannabis, and firearms may have additional governmental and platform regulations.
Violating these laws—even unintentionally—can result in a permanent ban on social media platforms, not to mention severe penalties, including lawsuits or heavy fines.
Familiarize yourself with the regulations that affect your industry and ensure that your social media activities comply with them. This may involve consulting with legal experts or industry specialists who can guide you on best practices. In many cases, industry-specific rules go beyond platform guidelines, so it’s essential to cover all your bases.
Trademark Your Logos
Your brand’s logo is one of its most valuable assets. Trademarking your logo not only protects your intellectual property but also helps prevent others from using it without your permission. If someone uses a logo similar to yours on social media, it can confuse customers and dilute your brand’s value. Worse, it could lead to a legal dispute over who owns the rights to the image. Getting the platform to take your reports seriously can be nearly impossible.
By trademarking your logo, not only do you establish clear ownership of your brand’s visual identity, but you also have additional avenues for taking down intellectual property violations on Instagram and Facebook. It’s a simple social media marketing step that can protect your brand from unauthorized use and social media copycats.
Be Familiar With Account Recovery Resources
Even with the best security practices in place, your account could still be hacked or compromised. Knowing how to recover a hacked account on Facebook and Instagram in such situations can be the difference between a quick recovery and a permanent loss. Social media platforms generally offer resources to help users recover compromised accounts, but the process can be time-consuming and frustrating if you’re not familiar with it.
Take the time to learn how each platform handles account recovery before you need it. Some platforms have specific support teams or automated systems for recovering hacked accounts, while others may require more manual intervention. Being familiar with these processes in advance will save you valuable time if the worst should happen.
Share Admin Rights With a Trusted Partner
You’ve likely poured considerable time and effort into growing your social media presence, so the last thing you want is to lose access to your accounts due to a hack, suspension, or even an unexpected personal emergency.
To avoid this, always have at least one other person you trust with full administrative control of your pages and groups. Having a second person with admin rights ensures that your accounts can be recovered more easily if they’re compromised. Many platforms offer ways to regain access to hacked accounts, but having another trusted admin simplifies the process.
This person could be a spouse, family member, or business partner, even if they aren’t involved in day-to-day social media management. They can still act as a backup so you don’t lose everything if something goes wrong with your account.
Mitigating the Risks of Social Media Marketing
Social media marketing is one of the most powerful tools for growing your business, but it comes with its own set of risks. While you may not own the platforms you use, you can take several proactive steps to protect your business. From getting verified and reviewing platform policies to enabling Two-Factor Authentication and trademarking your logo, these strategies will help safeguard your online presence.
By staying informed, taking security seriously, and ensuring you have backup measures in place, you can continue to leverage the power of social media while minimizing the potential for harm. These precautions are not just about protecting your social media accounts—they’re about protecting your brand, your reputation, and your bottom line.
After ten years of navigating the ever-evolving world of social media, I’ve seen firsthand how taking these steps can mean the difference between a thriving, secure presence and one that’s vulnerable to unexpected disruptions. A professional social media audit can uncover these hidden risks and more. To learn more about my expertise and how I can help you discover and remedy social media security issues and assess the integrity of your brand platforms, set up a free 20–minute consultation or contact me.