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:
- 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.
- Monitor your reputation. If something gets out, you want to find out about it and address the situation as quickly as possible.
- Do not ignore a problem. Get out there, acknowledge the damaging information immediately, and let your community know that it is not true.
- 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.
- 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.
This is scary. Common sense suggests no one will fall for this, but if people can fall for the fake tweets about a celebrity dying, then they can fall for this. Twitter needs to copyright its user interface to protect us from fake tweets.
Unfortunately the interwebz and common sense rarely walk hand-in-hand. Hopefully this is a short-lived website. Maybe Twitter is already in the process of getting it taken down, hopefully their UI is already copyrighted!
***KnowEm.com*** ***Caugh Caugh*** ***KnowEm.com*** 🙂
OK, you have 30 seconds to explain how KnowEm prevents the above or I spam your comment. 😛 Go!
nice post but scary one! i hope something stupid don’t take place and twitter would be working on things to get it fine.
–
Mylife.com refunds
Agreed! Hopefully the industry gets a handle on this before things get too out of control..
Great article; unfortunately, seeing should no longer be intrinsic with believing, and this type of attack would be hard to defeat. It is easy, with tools like http://www.BrandClaimer.com, to make sure you have ownership of your name, but this bypasses that precaution. Reputation monitoring is going to be a larger part of branding security in the future – thanks for pointing it out!