With social media now an integral part of the sales and marketing process, many organisations have embraced employee advocacy as a way of amplifying their campaigns. From senior managers to frontline staff, companies actively encourage employees to participate in conversations on social channels, share relevant content and become brand ambassadors.
However the proliferation of social advocacy can be a double-edged sword, especially when it comes to compliance. A recent study by NexGate, a division by Proofpoint, found the average Fortune 100 firm suffered from a total of 69 unmoderated compliance incidents. The breaches went virtually unnoticed by internal compliance staff. Financial Services firms, which operate in a strict regulatory environment, accounted for the largest incident volume with over 5,000 incidents (over 250 per firm), not least due to the sheer size of their workforce (according to NexGate, the average Fortune 100 firm has over 320 branded social accounts, with over 200,000 followers and 1,500 employee participants – that is a lot of channels and handles to keep track of!).