BeautyLink - Volume 7 Issue 1 - (Page 37)
School's Social Media
PROTECT YOUR SOCIAL MEDIA SITES FROM HACKERS
BY RYAn HOLMES
n Monday, Feb. 18, 2014,
Burger King woke up
to one whopper of a
social media problem.
The company's Twitter
accou nt had been
hacked-its name changed to McDonalds
and its background replaced with an
image of Fish McBites. In the hour it
took for officials to regain control, hackers proceeded to send 53 tweets to the
burger chain's more than 80,000 followers, ranging from the mildly funny ("If I
catch you at a Wendys, we're fightin!")
to the patently offensive ("We caught
one of our employees in the bathroom
doing this...," with an image of a drug
user shooting up).
So what's a socially engaged company
to do? Banning social media altogether is
no longer a realistic option. The simple
fact that Burger King has hundreds of
thousands of followers on Twitter and
Facebook speaks to the power of the
medium. Retreating from social media
means ceding a significant competitive advantage.
But there are ways to reduce risks. At
the helm of HootSuite, a social media
management tool for companies, I've
learned that common sense, a little
training and the right technology go a
long way. While it may be too late for
Burger King, these steps should keep your
social media account from being similarly
Get serious about passwords. Believe
it or not, the most common password in
2012 was still "password" (followed closely
by "123456"). Few people realize that an
effective password is often the only thing
standing between you and a cyber attack.
Instead of choosing your cat's name or
your personal details, consider strategies
like using the first letter of each word of
a common phrase or song lyric. ("I can't
get no satisfaction" becomes ICGNS.) or
save yourself the trouble altogether and use
password generating and management tools
Centralize social media channels.
Large companies are sometimes surprised to discover that their employees
have started dozens of "corporate" social
media accounts, often without permission.
A first step in getting social media security under control is to consolidate all of
these accounts within a single social media
management system, which allows users
to publish to multiple profiles on Twitter,
Facebook, LinkedIn and other networks
from one secure interface. This kind of
system also acts like an extra firewall.
Control who can post messages.
Social media accounts at consumer brands
can have millions of followers. Entrusting
the keys to these accounts to entry-level
employees or interns carries significant risk.
A better approach is to use a social media
management system that restricts who
can publish messages. For example, in the
HootSuite platform, companies can grant
certain employees limited permission to
draft messages, which must then be fed into
an approval queue for management to sign
off on before publishing. This ensures that
social messaging meets company standards
and no illicit tweets or posts slip through.
Offer basic social media education.
Just a few years ago, social media was a
toy. Today it's a cornerstone of marketing
and sales strategy at the planet's biggest
companies, poised to unlock some $1.3
trillion in value in the years ahead. Giving
employees access to this kind of power
without any basic education is tantamount
to handing over keys to the car without a
driver's ed course. Structured training on
security and compliance issues is critical.
Fortunately, some of the best social media
tools now come equipped with online
courseware and webinars for users.
The combination of social media
education and technology can dramatically reduce the possibility of a security
breach-either from outside the company
or from within.
Ryan Holmes is the CEO
Hootsuite, a dashboard
that manages social networks, schedule messages, engages your audiences, and measures
ROI right from the dashboard.
The courses Cs104 - developing a social Media strategy for Career services and ML140 - Marketing essentials are
available on the AACS Online Training Center. Members call AACS at 800-831-1086 for your VIP Discount Code. Visit the following
URLs to learn more about these courses: www.aacstraining.org/courses/CS104 and www.aacstraining.org/courses/ML140.
B e aut yL i nk | H A I R- RA I S I N G P RA C TI C ES | 2 0 1 5 |
Table of Contents for the Digital Edition of BeautyLink - Volume 7 Issue 1
Improve Employee Performance
The Year in Review
Just for Kids
Building Blocks that Separate Top Performers
12 Ways to Maximize Cut-a-Thon Success
Extend Your School's Offerings with Eyelash Extensions
Hack-Proof Your School's Social Media
You Can't Have it All
Celebrating 90 Years as an Association
BeautyLink - Volume 7 Issue 1