Car Wash - Summer 2015 - (Page 71)
By ryan holmeS
on monDaY, feb. 18, Burger King
woke up to one whopper of a social media
problem. The company's Twitter account
had been hacked - its name changed to
McDonald's 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 Hamburglarized:
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 like LastPass.
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,
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 of Hootsuite,
a dashboard that manages social networks,
schedule messages, engages your audiences,
and measures ROI right from the dashboard.
Summer 2015 | car wash magazine | www.carwaSh.org
Table of Contents for the Digital Edition of Car Wash - Summer 2015
Letter From the Ica
By the Numbers
Chip and Pi N Confusion?
New Techniques for Reducing the Ever-Increasing Costs of Health Care
The Car Wash Show 2015
Planning for Disaster
What’s It Really Worth?
Wearing Too Many Hats?
Take a Tour
The Orgin of the Exterior Car Wash
Blast From the Past
Index of Advertisers
Focus on the Member
Car Wash - Summer 2015