ABSTRACT
For many brands their digital ecosystem has grown organically since they launched their first website or social media page and often digital strategy is as much about taking down and stripping out as it is about building new. Many marketing and communications teams are surprised at what they find when they start digging, sites nobody has log-ins to anymore, a sales team in India has a Facebook page with the old logo, someone in product development has an active LinkedIn group, a blog was started as part of an advertising campaign two years ago with two irrelevant posts. To deal with an overgrown digital ecosystem people must do the detective work of finding all the sites and social media pages, locate their owners, hosts, partners, and passwords, and then shut down those that are outdated and inactive as well as places without a business purpose.
