How to Protect and Manage Your Digital Assets

In today’s business landscape, digital assets are the backbone of any company’s operations and marketing. From websites to social media accounts, email tools, and customer relationship management (CRM) systems, these tools not only help you stay competitive but also represent the face of your brand. Yet, a surprising number of business owners fail to ensure they have full control over these assets, leaving themselves vulnerable to unnecessary risks.

Owning and securing your digital assets isn’t just a task—it’s a responsibility. Here’s how to ensure you’re doing it right and avoiding the common pitfalls.

Every digital asset you have—be it a website, social media page, or email platform—has an admin who controls it. That admin needs to be you. Without complete ownership, you leave your business exposed to disruptions, especially if access lies in the hands of someone else.

For instance, maybe you hired someone years ago to set up your Facebook business page or build your website. If they set themselves as the owner or admin and never transferred control to you, you’re at their mercy. Should you part ways or lose contact, you might find yourself locked out or unable to make crucial changes.

Complete ownership ensures that you maintain uninterrupted access and control over your digital tools. Without it, your business could face unnecessary downtime or even total loss of important assets.

Allowing Others to Be the “Owner” of Your Assets

This happens often when hiring contractors or agencies. For example, the person setting up your accounts or website might leave themselves as the primary admin or fail to hand over full control.

Sharing Logins Instead of Granting Proper Permissions

Sharing your login credentials may seem convenient but is a significant security risk. If someone logs in using your credentials, they hold the same level of power you do. This means they can add users, delete users, or even lock you out entirely.

Forgetting to Remove Former Collaborators

It’s not uncommon for businesses to leave old users with access to accounts. Former employees, freelancers, or agencies who no longer work with you may still have admin rights—an open door for potential issues.

At some point, you’ll likely need to give access to others, whether it’s a marketing agency, a virtual assistant (VA), or an advertising specialist. The key is doing it the right way.

Here’s how to manage permissions responsibly:

 

1. Set Up Individual Logins

Every person who needs access should have their own login credentials. This ensures accountability and makes it easy to remove access when they no longer need it.

2. Assign Appropriate Permission Levels

Only you should have the highest level of permission (ownership or admin). Others should be granted access based on the tasks they need to perform. For example, a VA managing your social media doesn’t need access to billing information.

3. Revoke Access When No Longer Needed

When a collaborator’s work ends, remove their access immediately. This simple step reduces the risk of unauthorized changes or account breaches.

The first step to securing your digital portfolio is knowing what you have. Create an inventory of all your digital assets and ensure you have access to:

1. Website and Hosting

• Your website’s dashboard (e.g., WordPress, Wix, Squarespace).
• Hosting platform credentials (e.g., Bluehost, SiteGround).
• Plugin logins if applicable (for WordPress users).

2. Domain Name and DNS Records

• Access to your domain registrar (e.g., GoDaddy, Namecheap).
• DNS records to manage your website’s connectivity.

3. Google Assets

• Gmail accounts associated with your business.
• Google Analytics, Search Console, Tag Manager, and Ads accounts.
• Google Business Profile (formerly Google My Business).

4. Social Media and Ad Accounts

• All platforms you use: Facebook, Instagram, LinkedIn, TikTok, Pinterest, Twitter, YouTube.
• Advertising accounts linked to these platforms.

5. Directory Listings

• Accounts on platforms like Yelp, WeddingWire, or The Knot.
• Download copies of reviews periodically to avoid losing them if accounts are compromised.

6. Third-Party Tools

• Email marketing platforms like MailChimp or Constant Contact.
• CRM systems like HoneyBook or Aisle Planner.

Once you’ve conducted your inventory, take steps to lock down your accounts:

1. Change Shared Passwords

If you’ve ever shared your login credentials, update them immediately.

2. Audit Users and Permissions

Remove any users who no longer need access. Ensure all remaining users have the correct permission level.

3. Use Strong Passwords and Two-Factor Authentication

Protect all accounts with strong, unique passwords. Enable two-factor authentication (2FA) wherever possible to add an extra layer of security.

Losing control of your digital assets can be devastating. Imagine being locked out of your website, unable to access customer data, or having an ad account shut down unexpectedly. The financial and reputational damage could be severe.

By taking ownership and following best practices for access management, you not only protect your business but also set yourself up for long-term success.

So, take a couple of hours to review your digital portfolio, remove unnecessary users, and secure your accounts. Own your stuff, stay vigilant, and empower your business with the security it needs to thrive.

What Are Digital Assets?

Digital assets refer to any online tools, platforms, or data that play a role in your business operations or marketing strategies. These include:

• Websites and hosting accounts.
• Social media platforms (Facebook, Instagram, LinkedIn, etc.).
• Domain names and DNS records.
• Email tools like MailChimp or Constant Contact.
• Customer Relationship Management (CRM) systems (e.g., Salesforce, HubSpot).
• Google services like Analytics, Ads, and Business Profiles.

Essentially, anything that contributes to your online presence or functionality is considered a digital asset.

Why Is Owning Digital Assets Important?

Owning your digital assets ensures that you have ultimate control over the tools and data that power your business. Without ownership, you risk:

• Being locked out by someone else with administrative control.
• Losing access to customer data, website content, or advertising platforms.
• Experiencing downtime that disrupts operations or damages your reputation.

Complete ownership means you can safeguard your business from unexpected disruptions, making it easier to scale, troubleshoot, and maintain continuity.

What Are Common Mistakes Business Owners Make with Digital Assets?

1. Allowing Others to Be the “Owner” of Your Assets

Many business owners hire contractors or agencies to set up accounts or websites but fail to ensure ownership is transferred to them. If the contractor retains admin control, they could lock you out if your relationship ends.

2. Sharing Logins Instead of Granting Proper Permissions

Sharing login credentials is a risky practice. It can:

• Compromise security.
• Make it difficult to track who made changes.
• Lead to unauthorized actions, including account lockouts.

3. Forgetting to Remove Former Collaborators

Failing to revoke access for ex-employees, freelancers, or agencies creates vulnerabilities. These users could inadvertently or maliciously cause issues if they retain admin rights.

How Do I Properly Share Access to My Digital Assets?

Sharing access is often necessary, but it must be done securely. Here’s how:

Set Up Individual Logins

• Ensure every collaborator has their own login credentials.
• This creates accountability and makes it easier to revoke access later.

Assign Appropriate Permissions

• Grant permissions based on the person’s role.
• For example, a marketing assistant managing your social media accounts doesn’t need admin-level access to billing information.

Revoke Access When No Longer Needed

• As soon as someone stops working for you, immediately remove their access to all accounts.

What Is a Digital Asset Inventory, and Why Do I Need One?

A digital asset inventory is a comprehensive list of all the digital tools, platforms, and accounts your business uses. It includes login credentials, admin details, and permissions.

Why Is It Important?

• It ensures you have a clear understanding of your assets and access levels.
• Helps identify vulnerabilities, such as outdated permissions or forgotten accounts.
• Facilitates quick action if something goes wrong.

How to Create a Digital Asset Inventory

1. List all your accounts, including websites, hosting platforms, social media, and email tools.
2. Record who has access to each account and their permission level.
3. Note renewal dates for domain names and hosting services to avoid interruptions.

What Steps Can I Take to Secure My Digital Assets?

Change Shared Passwords

If you’ve shared login credentials in the past, change them immediately to prevent unauthorized access.

Audit Users and Permissions

• Regularly review who has access to your accounts.
• Ensure former collaborators are removed, and active users have the correct permission levels.

Use Strong Passwords

• Avoid using common or easy-to-guess passwords.
• Use a password manager to generate and store complex passwords securely.

Enable Two-Factor Authentication (2FA)

This extra layer of security requires users to verify their identity through a second step, such as a text message code or app notification.

Why Is Two-Factor Authentication Important?

Two-factor authentication (2FA) significantly enhances security by requiring two forms of verification before granting access.

Benefits of 2FA:

• Prevents unauthorized access, even if someone has your password.
• Reduces the risk of account breaches due to phishing or hacking attempts.
• Provides peace of mind knowing your accounts are more secure.