Why It Should Be Done

In today’s rapidly evolving digital landscape, the importance of safeguarding your organization’s marketing assets and operations cannot be overstated. Setting up backup users is not only a fundamental cybersecurity practice but also a strategic move towards ensuring the resilience and continuity of your digital marketing endeavors. It’s in this context that Robert Cecil stands ready to assist your business in implementing these crucial security measures. For a limited time, Robert is offering a complimentary digital marketing audit, complete with security recommendations tailored to your specific needs. Don’t miss this opportunity to fortify your digital domain and protect your hard-earned progress, all with expert guidance from Robert Cecil.

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Leap to step-by-step instructions for adding users to critical marketing platforms. Alternatively, delve into comprehensive insights on the prioritization of adding backup users to your marketing platforms:

1. Enhanced Security Posture: In today’s cyber threat landscape, organizations face a constant barrage of attacks aimed at compromising digital assets, including marketing platforms. Having backup administrators and owners bolsters the organization’s security posture by ensuring there are multiple layers of defense. This redundancy lessens the possibility of a single point of failure that attackers could use against you.
2. 24/7 Monitoring and Response: Cyber threats do not adhere to a 9-to-5 schedule. They can strike at any time, even during off-hours. With backup administrators and owners in place, there’s always someone available to monitor the marketing platform, detect anomalies, and respond to security incidents promptly. This continuous vigilance is crucial for early threat detection and mitigation.
3. Business Continuity: Marketing operations are integral to revenue generation and brand reputation. Without backup personnel, a security incident or technical issue involving the primary administrator can disrupt campaigns, customer engagement, and sales. Backup administrators ensure uninterrupted business continuity, minimizing the impact of unforeseen events.
4. Scalability and Delegation: As organizations grow, so do their marketing needs. Having backup administrators and owners allows for scalability. New team members can be trained and delegated specific responsibilities, reducing the workload on the primary administrator and promoting efficiency.
5. Knowledge Transfer and Skills Sharing: By designating backup administrators, knowledge and skills related to the marketing platform are shared across the team. This not only reduces the risk of a single point of knowledge but also fosters collaboration and innovation as team members contribute their insights and expertise.
6. Compliance and Regulatory Requirements: In many industries, compliance regulations mandate specific security measures and the clear delineation of roles and responsibilities. Having backup administrators and owners helps organizations meet these regulatory requirements by demonstrating that they have contingency plans in place for cybersecurity and data protection.
7. Reduced Dependency on Individuals: Relying solely on a single individual, even if they are highly skilled, introduces a significant risk. People can become unavailable due to various reasons, such as illness, vacations, or unexpected emergencies. Backup administrators mitigate this risk by ensuring that the organization’s marketing activities are not overly dependent on any one person.

Steps to Set Up Backup Users:

Implementing backup administrators and owners requires a strategic approach. Here’s a detailed step-by-step guide to help organizations establish this crucial cybersecurity practice:

1. Identify Key Personnel:
   • Primary Administrator: Begin by identifying the primary administrator responsible for the marketing platform. This individual should possess in-depth knowledge of the platform’s functionalities, security features, and day-to-day operations.
   • Backup Administrators and Owners: Identify individuals within your organization who will serve as backup administrators and owners. These individuals should have a solid understanding of the marketing platform and its associated cybersecurity requirements.
2. Access Permissions and Privileges:
   • Primary Administrator: Review and refine the access permissions and privileges of the primary administrator. Ensure that they have the necessary rights to manage user accounts, configure security settings, monitor for suspicious activities, and carry out essential administrative tasks.
   • Backup Administrators: Grant backup administrators appropriate access permissions based on their roles and responsibilities. It’s crucial to strike a balance between providing enough access for them to perform their duties effectively and limiting access to sensitive areas that are not directly related to their tasks.
3. Documentation and Role Clarification:
   • Develop comprehensive documentation that outlines the roles and responsibilities of the primary administrator, backup administrators, and owners. This documentation should be clear, concise, and easily accessible to all relevant personnel.
   • Specify the procedures and protocols for responding to security incidents, password management, and contact information for all designated administrators and owners.
4. Training and Skill Development:
   • Provide extensive training for backup administrators and owners. This training should encompass:
     • Cybersecurity best practices include threat awareness and incident response.
     • In-depth knowledge of the marketing platform, including its features and functionalities.
     • Familiarity with platform-specific security measures and settings.
   • Training sessions should be ongoing, ensuring that backup administrators and owners stay updated on evolving cybersecurity threats and marketing platform updates.
5. Regular Testing and Simulations:
   • Periodically conduct testing and simulation exercises to evaluate the readiness of backup administrators and owners to respond to security incidents or emergencies. These exercises should simulate real-world scenarios to assess their ability to mitigate threats and restore normal operations.
   • Document the outcomes of these tests and use them to refine incident response procedures and training programs.
6. Incident Response Planning:
   • Develop a robust incident response plan that outlines the steps to be taken in the event of a security incident or breach. The plan should specify the roles and responsibilities of each administrator and owner during an incident.
   • Establish clear communication channels and escalation procedures to ensure that all relevant personnel are notified promptly when an incident occurs.
7. Review and Update:
   • Regularly review and update the backup administrator and owner roles and responsibilities, as well as access permissions. Ensure that they align with the evolving needs of the organization and the changing threat landscape.
   • Periodically review and test the incident response plan to identify areas for improvement and maintain its effectiveness.
8. Documentation Accessibility:
   • Ensure that the documentation outlining roles, responsibilities, and incident response procedures is easily accessible by authorized personnel. Consider using a secure and centralized document management system to store and distribute this critical information.

See below for specific steps on adding backup users to many of the more common marketing platforms.

• Steps to Add Backup Users to Google Marketing Platform
• Steps to Add Backup Users to Google Analytics
• Steps to Add Backup Users to Google Ads
• Steps to Add Backup Users to Facebook Business Manager
• Steps to Add Backup Users to TikTok Business
• Steps to Add Backup Users to Apple Search Ads
• Steps to Add Backup Users to LinkedIn Ads
• Steps to Add Backup Users to Microsoft Ads

Example of Failure by Not Having Backup Users:

To illustrate the critical importance of having backup administrators and owners in place, let’s delve into a hypothetical scenario where an organization neglects this cybersecurity practice:

Scenario: ABC Marketing, a mid-sized digital marketing agency, relies solely on a single primary administrator, Sarah, to manage their marketing platform. Sarah is exceptionally skilled and has been handling all aspects of the platform, including campaign management, user access control, and security monitoring.

Incident: One fateful day, Sarah falls victim to a sophisticated phishing attack. The attacker gains unauthorized access to her accounts, including her credentials for the marketing platform. Sarah’s email is compromised, and the attacker impersonates her to send malicious emails to ABC Marketing’s clients.

Impact: The consequences of not having backup administrators and owners in this scenario are substantial!

Here’s why that is the case:

1. Delayed Response: Since Sarah is incapacitated due to the phishing attack, there is a significant delay in detecting the incident. This delay allows the attacker to exploit the compromised accounts, potentially leading to data breaches and unauthorized access to sensitive information.
2. Operational Disruption: The marketing campaigns managed by Sarah have come to a grinding halt. ABC Marketing’s clients experience disruptions in their marketing efforts, leading to dissatisfaction and potential loss of business.
3. Reputation Damage: Sarah’s compromised email account is used to send phishing emails to clients, damaging ABC Marketing’s reputation and eroding trust among clients and partners. Clients may question the agency’s ability to safeguard their data and assets.
4. Regulatory Non-compliance: ABC Marketing may fail to comply with data protection regulations, as the compromised accounts may expose sensitive client data. This could result in legal consequences, fines, and reputational damage.
5. Resource Overload: Once the incident is detected, the organization scrambles to respond. Without backup administrators in place, other team members with limited experience in platform management are forced to step in. This places additional strain on the team and hampers their ability to respond effectively.

In this scenario, the absence of backup administrators and owners has dire consequences. The organization faces operational disruptions, damage to its reputation, potential regulatory fines, and increased security risks. The incident demonstrates the critical need for redundancy in administrative roles to ensure business continuity and robust cybersecurity.

In contrast, with backup administrators and owners in place, the organization would have had a faster response to the incident, reduced the impact, and maintained a higher level of client trust.

Conclusion

Setting up backup administrators and owners for marketing platforms and channels is not merely a best practice; it’s a cybersecurity imperative. It strengthens an organization’s security posture, ensures business continuity, and mitigates risks associated with cyber threats and administrative dependencies.

By following the steps outlined in this comprehensive guide, organizations can establish a robust framework for backup administration, cultivate a culture of cybersecurity preparedness, and protect their digital assets and operations from the ever-evolving landscape of cyber threats.

Remember, in the realm of cybersecurity, redundancy is resilience, and preparation is protection. Invest in backup administrators and owners today to safeguard your organization’s marketing endeavors and uphold the trust of your clients and stakeholders.

Steps for Adding Backup Users: A Guide

Steps to Add Backup Users to the Google Marketing Platform

To add an owner as a backup user and failover measure in GMP, follow these steps:

1. Go to the Google Marketing Platform dashboard and click on the Admin tab.
2. Under Accounts, select the account that you want to add the owner to.
3. In the Users section, click on the + button to add a new user.
4. Enter the new user’s email address and select the Owner role.
5. Under Permissions, make sure that the new user has the following permissions:
   • Manage account settings
   • Manage users
6. Click on the Save button.
7. Once the new user has been added, you will need to activate their account. To do this, go to the Users section and click on the Activate button next to the new user’s email address.
8. The new user will receive an email with instructions on how to activate their account.

Once the new user has activated their account, they will be able to log in to GMP and manage the account in your absence.

Note: You can add up to 10 owners to a GMP account.

Steps to Add Backup Users to Google Analytics

To add a backup user as an owner or super administrator in Google Analytics as a failover measure, follow these steps:

For Google Analytics 4:

1. Sign in to Google Analytics.
2. Click Admin.
3. In the Account column, click Access Management.
4. Click Add.
5. Enter the email address of the backup user.
6. Select the Owner or Super Administrator role.
7. Click Add.

For Universal Analytics:

1. Sign in to Google Analytics.
2. Click Admin.
3. In the Account or Property column, click User Management.
4. Click Add user.
5. Enter the email address of the backup user.
6. Select the Owner or Super Administrator role.
7. Click Add user.

Note: You can also add a backup user to a specific view. To do this, follow the steps above, but select the View column instead of the Account or Property column.

Once you have added the backup user, they will have the same permissions as you in Google Analytics. This means that they will be able to access all of your data and perform all of the same tasks as you.

It is important to note that you should only add a backup user if you trust them completely. Having a backup user with owner or super administrator privileges means that they could potentially delete your data or make other changes that could impact your business.

Steps to Add Backup Users to Google Ads

To add a backup user as an owner or super administrator in Google Ads as a failover measure, follow these steps:

1. Sign in to your Google Ads account.
2. Click the Tools & Settings icon (gear) in the top right corner of the page.
3. Under Settings, click Access & security.
4. Click the Managers tab.
5. Click the + button to add a new manager.
6. Enter the email address of the user you want to add as a manager.
7. Select the Owner or Super administrator role.
8. Click Save.

The new manager will now have the same level of access to your Google Ads account as you do. This means that they will be able to make any changes to your account, including adding or removing users, changing settings, and creating and managing campaigns.

It is important to note that you should only add a backup user as an owner or super administrator if you absolutely need to. This is because giving someone full access to your Google Ads account can be risky. If the backup user’s account is compromised, the hacker could gain access to your Google Ads account and make unauthorized changes.

Here are some tips for adding a backup user as an owner or super administrator in Google Ads:

• Only add a backup user if you absolutely need to.
• Select a backup user who you trust and who has experience with Google Ads.
• Make sure that the backup user has a strong password and that they enable two-factor authentication on their account.
• Monitor the backup user’s activity in your Google Ads account to make sure that they are not making any unauthorized changes.

If you are concerned about the security of your Google Ads account, you can also consider using a Google Workspace or Cloud Identity super administrator account to manage your account. Super administrator accounts have the highest level of access to Google products and services, including Google Ads.

Steps to Add a Backup User to Facebook Business Manager

To add a backup user as an owner or super administrator in Facebook Business Manager as a failover measure, follow these steps:

1. Go to Facebook Business Manager.
2. Click Business Settings.
3. Under Users, click People.
4. Click Add people.
5. Enter the email address of the backup user you want to add.
6. Under Assign a role, select Owner or Super Administrator.
7. Click Next.
8. Review the invitation and click Send request.

The backup user will receive an email invitation to join your Business Manager. Once they accept the invitation, they will have access to all of the business assets and tools in your Business Manager.

It is important to note that owners and super administrators have the same level of access to a Business Manager. They can both manage all aspects of the Business Manager, including settings, people, tools, and business assets.

It is recommended that you only add a backup user as an owner or super administrator if you need them to have full access to your Business Manager. Otherwise, you can assign them a more limited role, such as Admin or Editor.

Steps to Add a Backup User to TikTok Business Manager

To add a backup user as an owner or super administrator in TikTok Business Manager as a failover measure, follow these steps:

1. Log in to your TikTok Business Manager account.
2. Click the Members tab under Users in the left navigation bar.
3. Click the Invite Member button.
4. Enter the email address of the backup user and select the Owner or Super Administrator role from the drop-down menu.
5. Click the Send Invitation button.

The backup user will receive an email invitation to join your TikTok Business Manager account. Once they accept the invitation, they will have the same permissions as you, the account owner.

Note: You can only have one owner and one super administrator for your TikTok Business Manager account.

Steps to Add Backup Users to Apple Search Ads

To add a backup user as an owner or super administrator in ASA (Apple Search Ads), follow these steps:

1. Sign in to your Apple Search Ads account.
2. Click your name in the upper-right corner and select Account Settings.
3. Click the User Management tab.
4. Click Invite User.
5. Enter the name and Apple ID of the person you want to add as a backup user.
6. Select the Owner or Super Administrator role.
7. Click Invite.

The new user will receive an email invitation to join your Apple Search Ads account. Once they accept the invitation, they will have the same level of access as you.

Note: You can only have one owner per Apple Search Ads account.

Steps to Add Backup Users to LinkedIn Ads

To add a backup user as an owner or super administrator in LinkedIn ads as a failover measure, follow these steps:

1. Sign in to LinkedIn Campaign Manager.
2. Click the Account Settings tab.
3. Click Manage access.
4. Click the Add user button.
5. Enter the name of the user or LinkedIn Profile URL and select the correct name from the dropdown list.
6. Select the Owner or Super Administrator role from the dropdown list.
7. Click the Add button.
8. Click Save changes.

The new user will now have full access to your LinkedIn ads account, including the ability to create and manage campaigns, audiences, ads, and billing.

Note: You can only add one owner to a LinkedIn ads account. However, you can add multiple super administrators.

Steps to Add a Backup User to Microsoft Ads

To add a backup user as an owner or super administrator in Microsoft Ads as a failover measure, follow these steps:

1. Go to the Microsoft Ads website and log in to your account.
2. Click on the Tools tab and then select Account Management.
3. In the Account Management section, click on the Users tab.
4. Click on the Add User button.
5. In the Add User dialog box, enter the email address of the user you want to add and select the Owner or Super Administrator role.
6. Click on the Add button.

The new user will be added to your account and will be able to log in and manage your account.

Check out my other recent post titled, ‘Fortify Your Digital Marketing Security: A Fail-Safe Guide,’ for more information beyond adding backup users.

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