Monday, February 18, 2013
Today, Anonymous hacked into Burger King’s Twitter account and changed all the logos and messaging to McDonald’s. The buzz was tremendous and drove a massive amount of new followers for Burger King.
So, while it was no doubt embarrassing for the brand, many folks are pretty impressed by the increase in followers, brand mentions, and other nice side benefits the brand enjoyed. Unfortunately, Twitter quickly shut down their account as news began to spread.
So what can we learn?
Make sure you are adequately staffed to respond in real-time to customers. This will also ensure that you don’t miss something that has gone awry, like a hack into your Twitter or Facebook account.
Be smart about your password, and work with a software provider like ExactTarget that provides extra security precautions to protect your data.
Don’t broadly share passwords across teams. Make sure that each and every individual on your team has a unique login and password.
Don’t be defensive about the hack! This will come off really badly.
If possible, use unfortunate situations like this to your advantage. It will be interesting to see how the social team at Burger King responds to this hack once their account is back on, but I’m hopeful that they will think of a clever way to welcome all of their new followers!
In the end, social media channels can be vulnerable, but it’s in the way we manage and respond to this type of interaction that really matters.
To learn more about ExactTarget's suite of social products, check out our site.