Brands got a rude awakening this week. Turns out, social media is not as secure as the Defense Department. Or even a pre-school, really.
“Twitter has a problem: While the social network is trying to woo brands and advertising money to its platform, companies’ Twitter accounts keep getting hacked.” – CNN Money
Photo by: Photo Giddy
The Twitter “leak fiasco” started back in 2009, when personal accounts of Twitter employees were hacked. With an increasing number of accounts and services related to Twitter it became very difficult to manage the huge amount of data. Therefore, the system without an extra security features appeared to be fragile and easy to break into. It was Fox News’ twitter account next. The portal with more than 2 million followers was hacked in 2011 and, therefore, assassinated.
During the last week, scary news about major brands being hacked came out and now we are all waiting what’s going to happen next. Jeep and Burger King’s Twitter accounts have been broken into.
Social media is by far the best one-on-one experience you can give your customers – no other media allows brands the opportunity to directly communicate with their customers in any sort of efficient manner. But brands seem to have forgotten they didn’t build the social platforms they prize but rather tuned-in to a conversation already in progress. Despite the recent Twitter security update, social platforms are not reinforced with the secrecy and security ad agencies offer that brands have taken for granted for so long.
Marketers should keep in mind the nature of the beast. Social media is a technology meant to gain its own momentum thanks to its viral nature, the same type of draw that lures hackers. Short of social media platforms completely revamping the structure of their site, marketers need to be hyper-mindful of their own security. In case of breach, social media marketing agencies should have a plan in and always remember to maintain a sense of humor and camaraderie in the aftermath of security failures – even with competitors.
— Co-written by Elena Nadtochiy & Ashlie Forchione