Social media teams nap during their Oreo moments

twitter in jail

This week alone there were two incidents of major brand Twitter accounts being hacked and taken over by a faction of the hacker group, Anonymous. Both Burger King and Jeep were caught out by lax security and governance over their social media accounts and paid the price.

For Jeep they wrestled control back fairly quickly but for Burger King it was an embarassment to watch as they were caught well and truly napping on the job and did nothing. Their lack of activity on other channels also showed up their grasp of social media being the real-time voice of a company with millions of customers viewing their stream slowly being turned into a profanity strewn McDonald’s parody.

Fake it ’til you make it

MTV tried to get in on the act by faking their own hacking in an attempt to garner more followers and attention however it backfired and nobody cared, which says a lot about their ailing brand. Ouch.

These attacks highlighted a number of things;

  • Social Media is the real-time voice of your brand and as such you need real-time controls in place
  • Social Media can react faster than any other marketing channel and as such you need a lean governance in place to react

If you look at the SuperBowl and how quickly Oreo reacted to an opportunity, you’ll see a shining example of a team who understand both the lean control and governance need to manage a real-time channel to customers. It was well-managed and extremely successful.

In an article I wrote for The TIBCO Blog I spoke about having  a mere 10 seconds to turn customers into fans.

Oreo gets that. Burger King doesn’t. And I don’t know what MTV was smoking.


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Categories: Marketing, Social / Collaboration

Author:Theo Priestley

"I had more creative ideas from Theo in 6 months than I have had in 6 years from most people." Theo Priestley is one of the most recognised independent technology industry influencers and evangelists, ranking in the Top 100 thought leaders across Virtual/ Augmented Reality, FinTech, Artificial Intelligence, Big Data, Internet of Things and future trends. Theo has written insights for Forbes, Wired, The European Magazine, Venturebeat to name a few, and has been interviewed for many online publications including the BBC on his thoughts on technology and the future. A regular paid keynote speaker and panelist at conferences and events, Theo is engaged for his forthright views and isn't afraid to challenge conventional thinking and the marketing hype surrounding the industry when presenting, never pulling punches to get the message across on how technology can be applied to improve business and the customer experience. He has also successfully organised and run TEDx and Ignite events. Highly active across social networks, he sits in the Top 1% for social media engagement on Kred and Klout and is constantly sharing articles and his analysis that he feels his audience would be interested in. Theo is also active in the startup community, mentoring within UK and US accelerators and sits on a number of advisory boards. Former VP and Chief Technology Evangelist at a Top 25 European enterprise software company with a career spanning both innovation strategy and delivery of software and business change in Financial Services, and as an independent technology industry analyst. Follow Theo on Twitter @tprstly or connect here directly for constant insights on tech and marketing trends. • Top 1% Influencer on Kred (915) • Top 1% Influencer on Klout (70+) • 12,000+ Followers on LinkedIn • 13,000+ Followers on Twitter • Recognised Top Influencer in AI, Virtual/ Augmented Reality, Fintech, IOT and Wearable Tech, Big Data and Analytics.

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One Comment on “Social media teams nap during their Oreo moments”

  1. taylorcatman
    February 20, 2013 at 9:06 am #

    On Feb 20, 2013, at 9:02 AM, Successful Workplace wrote:

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