During Presidents Day were subjected to who was the greatest President (my ranking – Lincoln, FDR, Washington, Jefferson and TR), were bombarded by deals on cars and watching a large brand’s Twitter account getting hacked! All good fun. Well not really for Burger King…
Slightly embarrassing for the burger giant. Of course it also drew a tremendous amount of traffic to the handle, but some accounts it added 5000 followers in the first 30 minutes it was hacked! It also drove all kinds of news and discussions across all media – I was listening to 98.5 The Sports Hub spend a good 5 minutes discussing it today. Clearly Burger King got some unintentional bump from this hack. But based on some of what was being said in cyber world it was mostly ridiculing the King!
My favorite from @jorcohen – “Is the Hamburglar behind this?”
This incident is a great reminder for all those who are plunging into social media (which you should be doing!) keep an eye on your social channels. But also have a plan in place in case you do get hacked.
- Shut down the hacked account quickly: Hacking is not a new thing, but when your social channel is hacked it becomes viral and public very quickly…and embarrassing! You need to have ways to ensure you can shut down an offensive tweet or facebook post quickly. What adds complexity is the 24-7 aspect of social media.
- Action plan while you are containing the hack: While are you trying to control the situation, you need to leverage your other social media channels to communicate YOUR message, ensure that you are dealing with the hacking and that you will be back to usual in all channels.
- Your message after the hack is controlled: Once the channel is back in your control, what will you communicate? Burger King was simple in their reaction – Interesting day here at BURGER KING®, but we’re back! Welcome to our new followers. Hope you all stick around! – Good reaction, addressing the issue and acknowledging that they gained followers due to the hack. Here is another idea, Tweet out a coupon for a free french fry or whopper or soda. Use the opportunity to drive some traffic to your stores…make lemonade out of the lemons.
Hacking will always be around. Now with social media, the hackers have a great place to target where your brand can be quickly embarrassed and made to look less than professional! Be prepared, have a reaction plan and think of ways to turn the situation into a positive.