If ever there was a business/technology that companies needed to reclaim some control over it’s social media. You can’t escape it, but when you look closely you’re not sure what to do with it. You certainly aren’t sure the people already using it know what they’re doing, either.

An article in the New York Times last week points out the sudden changes companies have gone through, from tightly controlling their message to a catch-as-catch-can world where anyone can–and will–say or write something about your business.

As Tanzina Vega writes: In their haste to leverage the keyboard, many companies are finding an unwanted side effect — an inability to keep track of all the ephemeral thoughts and ideas they are sending into cyberspace. But a small suite of emerging technologies is offering solutions to help companies manage their social media presence, by archiving business communications or managing individual employees posts on sites like Twitter and Facebook

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