Telling a Whopper on social media
Rather than covering a range of subjects I could probably write a weekly blog called ‘Which brand has f@cked up on social media’, without running short of material. This week it was Burger King’s turn on Twitter – though to be fair to the fast food giant they believe their account was hacked. After all the background picture was changed to a McDonald’s logo and one tweet claimed the chain had been sold to the Golden Arches.
The tweets stopped after an hour after Burger King asked Twitter to suspend its account (unlike HMV, they knew how to switch social networking off). They even had a supportive tweet from @mcdonalds commiserating with their rivals.
So no real reputational damage done – the online equivalent of breaking into a local Burger King, daubing graffiti on the walls and putting quick drying cement down the toilets. Illegal yes, but once the mess is cleared up, Burger King on Twitter will be back open for business.
But the financial damage could have actually been enormous. Imagine that rather than tweeting an obviously untrue rumour (We just got sold to McDonalds!) the hackers had put out something different and subtler – such as news of finding horsemeat in the company’s burgers (not true I hasten to add). Think of what that would do to the stock price, spooking investors and sparking a sell-off. Financial institutions would have seen company news from a reputable source and acted accordingly. Given Burger King is US-listed I’m sure litigation wouldn’t have been far behind from disgruntled shareholders too. And the problem isn’t just malicious hacking – do companies have corporate policies about what they can and can’t tweet/blog/put on Facebook in case it is share price sensitive? My betting is that many don’t, leaving it to the discretion of whoever is actually running the Twitter feed. Hardly foolproof.
So, at a time when cyber security is top of the agenda, companies need to make sure that they not only know their Twitter logon details, have clear policies in place, protect their passwords and have an instant crisis plan if security is breached. I’d hope that if it wasn’t before Burger King’s investor relations department is now much more involved in social media planning. Handled properly this is another chance for marketing/PR/social media to become more strategically involved in vital financial communication – so marketers should ignore the Burger King experience at their peril.
- Burger King Twitter account ‘hacked by McDonald’s’
- Burger King Twitter account hacked: name, avatar changed to McDonald’s
February 20, 2013 - Posted by Chris Measures | Marketing, PR, Social Media | Burger King, BurgerKing, Facebook, Fast food, Golden Arches, HMV Group, McDonald, McDonalds, Measures Consulting, PR, social media, Starbucks, twitter
2 Comments »
Why Revolutionary Measures?
Marketing is undergoing a revolution. The advent of social media provides the opportunity for one-to-one communication for the first time since the move to an industrial society. This blog will look at what this means for B2B PR and marketing, incorporating my own thoughts/rants and interests. Do let me know your feedback!
About meI'm Chris Measures and I've spent the last 18 years creating and implementing PR and marketing campaigns for technology companies. I've worked with everyone from large quoted companies to fast growth start-ups, giving me unrivalled experience and ideas. I'm now director of Measures Consulting, an agency that uses this expertise to deliver PR and marketing success for technology businesses.
- Would explain where my biscuits go <<Children eat 20 custard creams per day via @thetimes thetimes.co.uk/article/childr… 3 days ago
- RT @ComputerWeekly: Government fails to meet target for recruiting computing teachers: ow.ly/8kWX309hLzJ 4 days ago
- RT @TimOBrien: Trump deportation plan could cost the economy $5 trillion over 10 years. Yes, $5 trillion. bloom.bg/2l6nH94 5 days ago
- RT @cambridgehack: #CambridgeHack - 25th and 26th February. This is the weekend to push your boundaries and take part in an awesome new pro… 1 week ago
- Really impressed with the speed & ease of renewing my passport online. No paperwork & new passport back in a week! Well done @ukhomeoffice 1 week ago
advertising Amazon Android Apple ARM Artificial intelligence Autonomy Barack Obama BBC BBC Micro Business Cambridge Cambridgeshire Cambridge University CfEL Chris Measures Communications Creativity Crossing the Chasm Daily Mail David Cameron Digital Donald Trump Ed Miliband Edward Snowden Entrepreneur European Union Facebook FIFA Google government Hewlett Packard IBM Idea Transform innovation Intel internet Internet of Things iPad IPhone Journalism Journalist LinkedIn London Malcolm Tucker marketing Mark Zuckerberg Measures Consulting Microsoft mobile MySpace Nick Clegg Nigel Farage Nokia Norwich PR Privacy Public Relations Raspberry Pi Silicon Fen Silicon Valley Smartphone social media Social network Starbucks startup Tech City Technology The Economist twitter United States WhatsApp World Cup YouTube ZX Spectrum
Site infoRevolutionary Measures
Create a free website or blog at WordPress.com.