Crisis happens. When the crisis involves social media, it can have one heck of an impact on brand.
When Burger King’s Twitter handle was hacked today, the brand’s logo was changed to that of McDonald’s. The hackers also posted crude language, @ messages to questionable accounts, and video and photographs that had little to do with the brand and no doubt annoyed followers. Oddly, they boosted Burger King’s followers by more than 20,000 before the account was suspended.
Twitter followers noticed, as did CNN, ABC News and Fast Company’s Teressa Lezzi who published stories about the hacking within minutes.
If you manage a Twitter account for a brand and that account is hacked, what steps should your crisis plan include?
At the first indication of trouble, immediately log in and change the password. If you are able to log in and change the password, go into your settings and review all of the third-party apps connected to your account. Revoke access to all third-party apps until you can better assess the situation. (Be sure to revisit these apps once the situation is under control to ensure all brand account functionality.)
If you are not able to access the account and change the password, go to the Support Request section of Twitter and under Account Access select the “Hacked account” option. This will give Twitter the necessary “heads up” to suspend your account and avoid endless amounts of spam being sent to your followers. It will also allow you to reset your password.
While you work to regain control of your Twitter account, post a notification to your brand’s blog, website and other social platforms. This notification should simply state:
- Your Twitter account has been compromised
- You are working to remedy the situation, and
- Your Followers should not click on any posted links until otherwise notified.
Such action lets your followers know you are aware of the situation. It can even foster good will among followers irritated by the hacking event.
As a precaution, make sure you use a secure password including letters, numbers and capitalization that cannot be easily determined. This password – especially if multiple people have access to the account – should be changed regularly.
Using dashboards like SproutSocial or HootSuite can also help minimize risk. We also suggest you follow @Safety or @Spam to stay alert to the latest spammer activity or malware.
Some crises can’t be avoided. But they can be mitigated through close monitoring, training and ensuring a workable plan is in place.
Interested in training your team to handle a social media crisis? Email us at firstname.lastname@example.org for information.