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Use the platforms but don’t let them have the keys to your community center.

Every social media program needs a community center or hub. This is the place where public feeds move to private conversations, connections become relationships, and your company holds the access keys. Your hub may have several connection points such as the corporate blog, website, email access, and call center. How people get to it doesn’t matter as long at the access is integrated and your team is working together. Effective social media strategies guide people to the hub from the different platforms. Changes to social media sites have little effect on the big picture when the paths are properly configured. Platforms will come and go over time. Terms of service and features will change. Companies that allow others to hold the keys to their community center will always struggle to adapt to the changing environment. Companies that hold their keys control their own destiny. Who holds the keys to your community center?