What's the Password?
When working with small business owners to create marketing plans and strategies, I run across the following scenario far too often: “Hey, I’m not sure how to log in to my Google listing. My office manager used to handle that for me, and she’s not on the team anymore – can you help?” Or this scenario: “Ok, so I can’t log in to my Yelp for Business account – it’s been verified, and there are some reviews I haven’t responded to and I need to update the photos on my listing. An employee managed that Yelp listing for me, but he’s gone now – can you help?”
I encourage owners to delegate marketing tasks to team members all the time. I don’t think you should be the one in your practice responsible for posting content 100% of the time to your Facebook page, or managing the check-in promotions, or creating email campaigns for existing patients; however, as the business owner, it should be a priority for you to have all of the logins and passwords for any account set up for your business available to you at all times.
Even if you are fortunate to have one (or more) people working for you who are dedicated, loyal, and skilled, the logins and passwords to these platforms are far too important to completely outsource to this employee (or an outside marketing company/agency) without having any access to it whatsoever. Here are the platforms for which you should have a list of logins and passwords kept up to date for access at all times:
- Google my Business
- All social media platforms – Facebook, Twitter, Instagram, Pinterest, YouTube
- The content management system login for your website (if applicable)
If you can’t log into one or more of those sites, please go through the proper channels to reset your password if possible. Creating a new profile will cause many problems for you down the road – those old listings will come back to haunt you as people search for you online. Don’t create new listings in an effort to escape old, bad reviews from patients either – it’s better to cultivate a strategy to acquire newer, better ones on the same listing instead of trying to make them disappear by creating a new listing.
Keeping a current list of website logins and passwords handy will save you all kinds of grief down the road. Ultimately it’s your business which is represented 24/7 online – and your online presence and reputation is far too important to completely delegate to any employee or outside agency.
Maddie earned a Bachelor of Arts degree in English from Liberty University.