Posted by Team @ The PR Workshop
If you are a student of social media, its pleasure and pain points – by now you would be well aware of the ‘attacks’ or ‘hacks’ on the twitter accounts of prominent brands like @burgerking and @jeep.
You can read about the @bugerking part of the story here http://mashable.com/2013/02/18/burger-king-twitter-account-hacked at @mashable
Online attacks of such nature are not completely surprising, given that the cyber world is getting to another place for brands to fight and fist it out. This is a world where every countries are resorting to cyber-warefare, so why blame the poor brands and their online army who try out the best to bring down competition. (Fact is, such attacks on brand online properties will only see an upswing now on).
Yet, what came as a huge surprise was 140-character powerhouse twitters statement after these attacks on the likes of @burgerking and @jeep.
In a statement published at twitter’s blog, users of the platform were advised on how to keep their passwords secure, and the kind of computers one should etc. You may see the statement here http://blog.twitter.com/2013/02/a-friendly-reminder-about-password.html
Given the un-swerving loyalty of millions of users and thousands of brands across the globe to its platform, @twitter could have done well in also stating facts about how such attacks happen at the first place, and more than that, what preventive measures it plans to have in place to protect its users.
In addressing any crisis, it’s useful to caution the stakeholders and help such situations/incidents from recurring.
But, another cardinal rule in crisis management/communication is to be forthcoming & clear as to what went wrong in specific cases – a simple statement of facts and events leading to a crisis, and added to that assurance that incidents of similar nature will not recur.
It’s about being loud and clear that everything needed to protect the ‘information integrity’ of users will be done.
As of this moment, @twitter has missed the opportunity to win this battle post the hack of accounts like @burgerking and @jeep
Brands are all geared to watch for and handle social media crisis, and battle them. But the question also is what if social media platforms themselves become crisis-points?
- Jeep Twitter Account Hacked, Joins @BurgerKing in Recent Attacks (abcnews.go.com)
- More brands compromised on twitter – now it’s MTV / BET & it’s faked (adland.tv)
- Is Twitter On Its Way To Experiencing Its Own Social Media Crisis? (melissaagnes.com)
- Twitter Hack: What to do if your brand is hacked (and it doesn’t mean following @BurgerKing) (blogs.vancouversun.com)
- Why Your Social Media Crisis Response Plan Should Start Yesterday (radian6.com)
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