• by Erik Sass , Staff Writer @eriksass1, July 6, 2015

Social media has presented a huge dilemma for companies and brands, torn between the desire to engage consumers and the fear of a public relations catastrophe resulting from an ill-advised post. Inviting your employees to post to social media sounds good in theory, but frankly some might not be the sharpest tacks in the drawer, and the simple fact is everyone makes mistakes.

A new startup, PostBeyond, aims to resolve this dilemma by creating a pool of content that is definitely safe for employees to share on social media, keeping the company’s social media presence on-brand and on-message. According to The Globe and Mail, the Toronto-based startup’s enterprise app curates all kinds of data related to each company in a virtual library similar to Pinterest, all of it pre-approved for social media sharing on sites including Facebook, Twitter, and LinkedIn.

Content includes product information, links to news articles, as well as a variety of organizational data sorted and categorized down to the level of individual jobs and roles, so employees can post things about their own activities at the company if they wish. Crucially, all content is submitted to a “suggestion box” for manual approval before it can become part of the curated library; the app helps filter out posts with inappropriate negative sentiment or potential legal liability issues.

PostBeyond has already signed up clients including Starbucks, Molson Coors and Scotiabank.

Some other enterprise social apps are focused on issues of compliance in specific industries. For example, last year Intouch Solutions launched SocialQueue, which enables pharma companies to monitor and manage social activity with a platform that complies with all the regulations imposed on the industry. SocialQueue’s features include close monitoring of content produced by brand representatives as well as consumers; automatic updates, alerts, and analysis of activity across social channels; and activity recording, which simplifies the process of auditing and reporting social activity.