At technology and interactive media festival, SXSW, a world-renowned scientific publication described how their Instagram account became the most followed media brand on the social media platform when they handed the reins over to award-winning photographers. The digital team mitigated risk by thoroughly vetting these contributors and laying out guidelines for their posting.
They did not mandate approval of each post, allowing the photo feed to take on a life of its own.
So how much control is ‘enough’ control when it comes to marketing decisions? The team at Annalect provides some guidance and context.