Brandjacking – let us show you how easily your Twitter reputation could be ruined

Pretty easily, it appears.  A new social media tool is making it easier than ever, allowing users to create a simulated screenshot of a Tweet.  A screenshot of a Tweet from any Twitter account, complete with images, background, and time and date stamps.  The tool even goes so far as to allow users to alter the retweet and share count on the image.

Back in the good old days, you actually had to hack a brand’s Twitter account in order to send a message from them.  Not anymore!

Carrie Hill, the Director of Online Marketing Services over at KeyRelevance, LLC first clued us in to the existence of this tool. With our mutual history in the hospitality market, we both immediately thought of the dangers to vacation destinations and lodging properties while we were chatting about how scary this could be for businesses.  Here’s what she had to say:

The fact that someone built this tool doesn’t necessarily surprise us – it really was only a matter of time.  The fact that it can potentially have a huge impact on a business and it’s online reputation is truly terrifying.  The internet is rife with unsubstantiated rumor – and many facts are NEVER checked before they’re shared – making the reality of a fake tweet going viral very real.  We hope this site, and any like it, have short shelf lives.  Making sure you’re on top of your company’s online reputation is going to be the ONLY defense you have against something like this.

Unfortunately, until Twitter decides to copyright or trademark their interface, there is very little recourse for an individual or business who’s information is misrepresented.  So what happens if someone abuses your or your company’s likeness for their gain (or your loss)?  There are a few things you can do:

1. First and foremost, behave in such a way that if something hateful or untrue is published with your profile image next to it, no one will believe it is true. [highlight color=” yellow”]While having a stellar reputation doesn’t make you immune to an attack, it does minimize the initial amount of damage.[/highlight] If people have a hard time believing your business would say something that they’re seeing, they are less likely to share it.
2. Monitor your reputation.  If something gets out, you want to find out about it and address the situation as quickly as possible.
3. Do not ignore a problem.  Get out there, acknowledge the damaging information immediately, and let your community know that it is not true.
4. Apologize for any hurt caused.  Let your audience know that while you do not believe in or agree with the statement made, you do apologize for any inconvenience or damage it caused to your community.
5. Be available.  Offer to answer questions, make a statement, or whatever your audience needs from you to believe that the information put out there was false.

There are many instances throughout history where companies have been misrepresented.  This is not the first, and it certainly won’t be the last.  What is so alarming, however, is how quickly information can be altered and transmitted these days.  Ensuring that what people are saying about your company is true, and correcting any incorrect information, is critical in maintaining a great reputation online.