Twitter Revolts Offers Radio Lessons In Readiness
February 19, 2013
We've all seen accidental tasteless tweets over the past couple of years from some pretty big brands and even some famous people. But in the past month between music retailer HMV's Twitter account going rogue by an employee on purpose – or Burger King and Jeep's Twitter accounts getting hacked this week - (and presumably more after this article goes to print) - these moments should serve as reminders that this "social media security divide" is still pretty wide.
The person at HMV, who created the Twitter handle on her own time for the company, took to the account to express her anger when she became one of several employees laid off.
Once HMV figured out the password for their account, they ultimately deleted those tweets above and responded with this:
While HMV has moved on, the point is that when your brand is involved in random acts of social – you're just managing chaos. Awareness of who does what, who has what, and full acceptance that social is now a vital part of brand building can limit or even eliminate these awkward situations.
Social can define a brand within seconds. It can humiliate - it can also strengthen. But it starts from the top down. If company policy is keeping up with the times, it can be a difference maker.
And even though time must be carved out of an already hectic schedule to foolproof your social assets, it's time well spent, rather than running around trying to figure out how to "shut down Twitter" when someone has hijacked the account.
An internal audit is a good place to start in order to protect your brand's social equity. Too often, chaos occurs when too many people have social access.
It's not enough to just be on these platforms. There must be a plan in place.
The brands that stand out socially are the ones that are structured and fully involved. They have an effective outline that allows them to quickly protect the brand in the wake of an internal (and even external) troll.
It's time to do a "social audit" for your brand today.
Reach out to me anytime on Twitter @lorilewis.
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