The social media presence of a candidate is critical to a campaign. Typically, more than one person is responsible for producing content and interacting with the public through a campaign's social media accounts. Sharing the account's password is a risk that no campaign should take, so knowing how to delegate the account to team members is crucial. Here are steps to take, for the most popular social media platforms:
Facebook (Profiles and Pages)
Facebook forbids the sharing of personal (individual) accounts, and instead allows you to create a campaign “page” that can be managed by a group. To understand the difference, see the below search for candidate Ken Harbaugh, which reveals the campaign’s page “Ken Harbaugh for OH-7” and his personal profile (under “People”).
To create a page, you must first create a personal profile, sign into it, and create the page from there. Facebook has easy to follow instructions on how to do this here. One thing to note, when following these steps, is that Facebook will put a hold on your profile account to review its authenticity, since you will be creating a page under their "Politician" or "Political Candidate" category.
Once you have created your campaign page, you do not need to share passwords to allow more than one campaign staffer to manage it. Go to the page settings, and the “Page Roles” tab to give others access to the page.
While having a campaign page helps, the campaign is still about a person, and the candidate may have people who are not following the page. You may want to have shared access to the candidate’s personal Facebook profile to assure public posts reach those followers.
Since Facebook does not provide this feature for sharing to the candidate’s personal profile, and forbids tools like HootSuite and Buffer from posting to personal profiles, the only options we’re aware of is to ask the candidate to make the posts themselves or to share the candidate’s profile password. If you choose the second option, see this article for the safest way to do it.
Twitter allows you to delegate others to use a Twitter account via its TweetDeck interface. Just go to tweetdeck.twitter.com while logged into Twitter. From there, expand the menu on the left, and select "Accounts." In the first column to the right of the menu, you will see your account listed, and a button that says “Manage team.” Click this button. From here, you can add (and remove!) the handles of team members, to allow them to tweet from your account after logging into their own account.
At this time, Instagram does not have a method for delegating the management of a business account to individual accounts. Visit When Sharing Passwords is Your Only Option for tips on using a password manager to share credentials for this account, or use a third-party application to share management of Instagram.
3rd Party Applications for Social Media Accounts
Third party applications, such as HootSuite or Buffer, allow multiple members of your team to manage all of your social media accounts through their service. With a HootSuite or Buffer account, you can manage individual team members’ access to your social media accounts. For example, you can allow one user to post to accounts, and require others to receive approval before posting. Since each user would have their own HootSuite or Buffer login, you can better manage user access to your social media accounts, as well as avoid sharing the campaign accounts’ passwords, even on platforms like Instagram, which don’t have these features built in. These 3rd party applications also allow each user to set up two factor authentication on their logins.
These products are primarily designed to help streamline the work of communication teams. They have features that allow teams to collaborate and to schedule postings. They are a bit pricey, but if your budget allows it, they may help your campaign enhance both communications work and security posture.