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Social Media Archiving for Your Organization

July 06, 2017 By Edmund Ewell - Archive Support Engineer

Social Media Archiving for Your Organization

Social media is a platform unlike any other. Word of mouth spreads on social media like wildfire and businesses allocate great importance to such a platform because of this. Why they choose to do so is simply a matter of maintaining their public image. What can be a better way of communicating with the public than using the same channel as the public? Social media allows companies to engage in two-way communication with their consumers, whether it being direct or indirect. Direct interaction can occur through comments or messages from users to the entities themselves, while indirect communication can be measured by the time frame of their consumers’ visits, the frequency of visiting the entities’ pages and what not. Businesses tend to be highly interactive with their audiences on social platforms. Active communication does not only refer to answering queries, but also to frequent tweeting, updating and posting new information to engage said audiences.

These “conversations” act as records between entities and their consumers. On the surface, a reply to a customer or a post by a business entity might not seem of much weight, but looking in detail, it is a collaborative structure of words that best address any particular situation and leave few gaps open for interpretation. These public records are as meaningful to an organization as their emails. As a public statement can be accounted for authenticity, legal queries, and compliance, so can correspondence via social media be in like ways. To gain an overall advantage, archiving is absolutely essential for businesses.

Importance of Social Media Archiving for Businesses:
Archiving is seen as a frequent practice for most businesses, as it keeps a record of the data while preventing any lawsuits from surfacing. This legal requirement ensures the reputation of the business while maintaining friendly relationships with the customers. Archiving helps with getting out of dire situations efficiently. An angry customer expressing himself on social media will most likely sue the company after having found a button in his burger, if the company does not address or compensate for the matter.

Archiving for Insurance:
Both a record of the fault happening and a record of what had been done to compensate for this mishap, are kept as a form of “insurance.” This allows companies to function freely being questioned about their actions. Many businesses, along with large organizations, have succumbed to large fines, lawsuits, health violations, etc., losing millions of dollars in the process. With social media archiving, many of these expenses and detriments to reputations could have been avoided.

Recordkeeping for Judicial Preparedness:
Social media records can be deleted in an instant. Even if the company retains its contents, the other party can easily delete theirs without any notice. Besides eliminating data, social media is flooded each day with new posts that are also recorded. Information received through such means of digital media is complex, not standardized and interactive, and hence pose a challenge for businesses. A cost-effective methodology is adapted to keep track of the data flooding on social media, along with keeping the threat of litigation in mind. Companies usually invest in Social Media Archiving solutions which perform twenty-four hour surveillance, ensuring they have valid and legally upholding records in the event eDiscovery is necessary—as it pertains to social media archiving. The cost of dealing with legal issues can push companies into bankruptcy, hence being prepared for such a trial—should it come to pass—is essential. Such data is also sorted and organized well, to be offered in the form of evidence if a legal issue arises.

Competitive Edge:
Monitoring agencies and professionals are constantly in search of sensitive information on digital platforms that indicate scandals related to any given business. By means of archiving, businesses achieve a state where they can differentiate actual convictions (which they are responsible for) from hoaxes created to spread ill speech about them. Archiving also allows businesses to gain a competitive edge by monitoring the requests and demands of consumers, along with their reactions to certain products. Businesses form new strategies, launch new campaigns and open new stores, and by utilizing the data previously collected, they can form plans to target new consumers, use different marketing tactics and position themselves in the mind of the consumers based on how the consumer wishes to perceive them.
Archiving enables businesses to keep an account of data previously not considered, opening a wider range of possibilities for the business. By means of such resources, businesses position themselves as more efficient in the minds of the consumer, while researching ways to better their position in the market and avoid lawsuits and legal convictions.