Be Careful and Stay Safe My Friends

Should We All Get One?

So now that you are fully engaged in social media and LOVING everything about it. It’s important to consider any risks that you can encounter with social media. The big one SOCIAL MEDIA HIJACKERS. Yes this is a real thing…GET NERVOUS. But don’t worry I’m also here to suggest how to AVOID being one of those brands. Yes, you can now begin calling me the GREAT MASTER ALLYSON.

Social media sites have minimal security which leaves brands like yours and mine subject to hacking. Facebook alone has about 600,000 compromised logins per day, for super math addicts that’s one hijacked login every 140 milliseconds (Perez, 28Oc). CRAZY.  55,000 Twitter accounts were hijacked on May 8th, 2012, on June 6th(Laird, May), 2012 200,000 accounts were hacked on LinkedIn (Paul, 2012).

Is this How You Are Picturing Me? Don’t Answer

Why is trying to scare us away from Social Media after spending all this time convincing us to use it? Is this girl even sane?”

Just one more story and then the good news!

This one is about a company we all know, and probably hate for the sole reason of their prices. But we use them anyway because…well we HAVE TO… Shell Gasoline.

When Shell gasoline entered the social media frenzy they did a great job engaging fans. Shell has built their Facebook likes to 1,560,393, but more importantly their users are engaged because 15,833 people are talking about the company (Shell Facebook, 2012).  On top of this they have 66,680 twitter followers (@Shell, 2012), 172,334 LinkedIn followers (Shell LinkedIn, 2012). So this is great right?  YES! Who knew so many people liked oil and gas! WOW!

But what are all these followers talking about?

Well for the past few months is been about “Shell’s Social Media Oil Spill”.  In May a website called “Artic Ready” was launched. It appeared with Shell’s logo, and even had the same characteristics of Shell’s website. Mimicking the brand’s attributes almost perfectly and even using their slogan “Let’s Go” in a number of places. One catch… guess who didn’t put up this website. Yep… you figured it out. Now guess who did produce this Shell Oil website? Greenpeace and the Yes Men (Forbes, 2012).  You can tell this is going to be a good story already…

The website has been set up to notify the general public of Shells drilling in the Artic. It poses as Shell’s point of view and their enthusiasm for harming the environment to make money (“Artic ready,” ). GREAT for Shell’s PR! Imagine being on that public relations team… no sleep for weeks. They even went as allowing the general public to create ads. These ads were shared on all forms of social media.

The “Best” Ad, Picked by Greenpeace and the Yes Men, even ended up on a billboard.

Don’t worry it gets worse. Greenpeace and the Yes Men then made fake social media accounts with fake attempts to control the spread of the ads. From there followers began retweeting with statements about how this was an example of corporate social media gone terribly wrong (Forbes, 2012).

So all though social media accounts weren’t hacked, the accounts were hijacked and used as their own. It could have been 100times
worse if the accounts themselves were hacked. Now Greenpeace and the Yes Men have released an official statement taking responsibility for the spoof. All though the damage is done and shell is still working to regain their brand image, they have still chosen not to sue Greenpeace for their spoof (Vinh Tien Trinh, 2012). Otherwise the Shell Company has been posting numerous stories on how Shell is actually helping the environment and its global community.

Now for the Risks… and Some Avoidance Help

So now you probably are dying for some good news? Are you going to have social media PR nightmares tonight?

Statistically good news

750,000,000 plus users login to Facebook every day (Perez, 28Oc). Meaning that of that 600,000 users hacked a day is only 8% of Facebook users (Feel  free to check my math). 50 million twitter accounts are logged in each day, meaning only 0.1% of twitter accounts are hacked (Parr, 2011).  So really it’s not too many people, but either way … WOULD YOU WANT TO BE SHELL RIGHT NOW?

So How to Avoid “Being Shell”?

  1. Don’t Drill in the Artic and Ban Greenpeace from Coming Near Your Ships
  2. Don’t Piss off Greenpeace

Okay seriously…

Here’s how you can avoid being hacked or hijacked.

  1. Use a secure email address when setting up any social media accounts. Hackers hack into your email and then  click  “I forgot my password”, and boom an email appears with a way to change your password. By using a secure email you can avoid, your email being hacked while at the same time avoiding your social media accounts from being hacked (2 for one special I just gave away!)
  2. Hackers research you… yes in a stalker kind of way via internet. They discover everything they can about you, and then they use this to guess your password.  Don’t use your birthday which is posted all over Facebook, your dog’s name which can be found through scrolling your 1000 pictures of it, or any other personal information.
  3. Check all strange emails or files with spyware. If not these geniuses can send you a file that records everything you type. BINGO PASSWORD HANDED TO THEM.
  4. Double check emails you receive from your social media pages. Avoid going to them directly from the email.  Hackers can create an email that looks exactly like your Facebook page, have you click on it which takes you directly to your social media login (but it’s a fake website), and not knowingly you have typed your login into the hackers own page. Check the website address to ensure it’s where you want to be!
  5. For your security settings always use https instead of http. It ensures you are at secure websites.
  6. Don’t have social media accounts automatically save your password
  7. Verify all social media accounts. To do this you will need a company email verification in order to successfully validate your account. This helps users differentiate which accounts are the actual company representatives, and which one are impersonators.

So now that I’ve scared you.. I hope I’ve also helped you! Good Luck… and until next week!

The Real Brains… My References:

Perez, S. (28Oc). Tech crunch. Retrieved from http://techcrunch.com/2011/10/28/facebook-sees-600000-comprised-logins-per-day/

Paul, I. (2012, June 06). Pcworld. Retrieved from http://www.pcworld.com/article/257045/update_linkedin_confirms_account_passwords_hacked.html

Laird, S. (May, 8 2012). Twitter debunks reports of 55,000 hacked accounts. Retrieved from http://mashable.com/2012/05/08/twitter-hacked-accounts/

Shell Facebook. (2012, August 07). Shell facebook page. Retrieved from http://www.facebook.com/Shell

Shell LinkedIn. (2012, August 07). Shell linkedin. Retrieved from http://www.linkedin.com/company/1271?goback=.fcs_GLHD_shell_false_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2&trk=ncsrch_hits

@Shell. (2012, August 07). Shell twitter. Retrieved from https://twitter.com/Shell

Forbes. (2012, July 18). Shell oil’s social media nightmare continues, thanks to skilled pranksters behind @shellisprepared. Retrieved from http://www.forbes.com/sites/kashmirhill/2012/07/18/shell-oils-social-media-nightmare-continues-thanks-to-skilled-pranksters/

Artic ready. (n.d.). Retrieved from http://arcticready.com/social

Vinh Tien Trinh, B. (2012, July 16). Shell arctic ready: Company won’t sue greenpeace over spoof campaign. Retrieved from

Parr, B. (2011, Oct 17). Twitter has 100 million monthly active users; 50% log in every day [Web log message]. Retrieved from http://mashable.com/2011/10/17/twitter-costolo-stats/

Social media hijacking: Don’t be a victim!. (n.d.). Retrieved from http://socialmediamagic.com/blog/social-media-hijacking-dont-victim/

Listen to Me!

Image

Listen to Me!

LISTEN TO ME!!!!

Okay, so last week I gave you the basics on exactly which social media networks are important for business, and how to use them. But you are still not listening to me… you still haven’t exactly made a 100% full effort stab at social media. Why? Maybe you don’t think it’s important for your industry? WELL IT IS.

You are a B2B industry with zero focus on consumers. Yep you’re right.. social media is not for you then. It would be a waste to create new business partnerships, improve search rankings, create loyal relationships, and all that horrible stuff. I mean come on, that’s not important. Do I sound crazy yet? Am I making you sound crazy? YES? Great!

ImageThrough use of social media:

  • More than 56% of B2B acquired new business partnerships
  • Nearly 60% of B2B marketers saw improved search rankings
  • About 53% of B2B marketers found social media helped them develop loyal fans.

(Joohnson, 2012)

ImageLet’s take a specific industry for example, to make it 100% clear. The medical imaging industry, kind of boring for consumers right? These companies create machines such Fluoroscopy machines, ultrasound machines, scintigraphy machines, SPECT machines, etc. Anyway, now that I sound really smart lets go on. These companies then sell these machines to doctors and hospitals. Something consumers use, yes, but directly buy? No.

Why would they need to use social media?

Many doctors and hospitals use social media to keep up to date with the latest medical news. It’s an Imageeasy way to get a lot of information, in real time, all at once. Carl Miller, MD, radiologist at Johns Hopkins Medical Center used social media to learn about a new type of diabetes (Kaplan, 2012). Diabetes was not in this doctor’s specialty range, but it’s still essential to know it. Therefore, medical imaging companies could use social media to update doctors on how their machines could help and exactly how they work. They could take the time to quickly educate multiple doctors and hospitals all at once. No news release needed. You’re welcome for making your job easier.

ImageIt may be worthwhile for other business to find your company. Right? To do this it’s important to increase your company’s search engine ranking. Any likes from Facebook or LinkedIn, and any retweets from Twitter will increase your search engine rating on all major search engines (Patel, 2012). That’s why you
need to engage even consumers, although they may not be your target market. By creating “share worthy” content you could essentially become Google/Bing/others FAMOUS! No more karaoke needed… just social media!

Also the more followers or the bigger your fan base the higher you are on the search engine ranking

Image(Patel, 2012). So call grandma, set her all her friends and their family’s up a social media account and get followers! Lastly, follow those most notable doctors, the best hospitals, and anyone who is considered a
BIG DEAL in your industry. Getting those people to share your information by likes, shares, or retweets will be HUGE in getting your search engine ranking up (Patel, 2012). The bigger deal they are the bigger deal you will be. Time to impress.

Overall, when doctors and hospitals are looking for a certain product you sell.. you want your name to be the first to pop up on the search engine. Think about it…how many people really go past the first two pages. Honestly, I rarely even go past the first page.

ImageThe last social media site I want to talk about is YouTube. It can be huge when marketing for B2B. Here you can create commercials for other businesses or just informational ads about how your products work. Back to the medical imaging example: GE Healthcare has a number of commercials on their products, information on how their medical imaging machines work, and testimonials from users (GE Healthcare). This will be the best way for doctors to really see what the machine can do, and how it will help them without having to make a trip to see the machine itself. Before even initiating a meeting, doctors and hospitals can ensure is worthwhile.

These are only a handful of ways B2B can use social media. But I hope I’ve convinced it’s worth your time and effort!

You don’t have to believe me… but believe these guys! My references:

Joohnson, S. (2012, April 26). How b2b marketers are succeeding with social media marketing. Retrieved from http://www.business2community.com/social-media/how-b2b-marketers-are-succeeding-with-social-media-marketing-0170024

Kaplan, D. (2012, July 12). 6 ways for radiologist to use social media. Retrieved from http://www.diagnosticimaging.com/practice-management/content/article/113619/2089886

Patel, S. (2012, March 26). 3 steps to social media to improve your seo. Retrieved from http://www.searchenginejournal.com/3-steps-to-using-social-media-to-improve-your-seo/41672/

GE Healthcare. (n.d.). Youtube: Ge healthcare channel. Retrieved from http://www.youtube.com/user/gehealthcare?feature=results_main