Today the Burger King Twitter account was hacked and sent the first hacked tweet at 12:01PM eastern time. Who and how the account got hacked is not known yet, but we do know that the hackers had the account for about 1 hour and 15 minutes. In that time I was able to screenshot 22 public tweets, 11 replies, and several retweets. The second I heard about the account being hacked, I jumped over to twitter and pulled up my screen capture tool. Below I’ve included the screenshots, but before you scroll through them, let’s all agree on not calling this yet another social media fail please? If anything it might be a password protection, third party app, or phishing scheme lesson.
The question I have is about community management, since that’s what we discuss here. Could this have been stopped earlier or been prevented altogether had a community management team been actively on the Twitter account, engaging with users during lunch time? We often discuss the differences of community management and social media marketing on our Friday hangouts here. Simply posting tweets and replying to a handful of people a few times a day is more of a “set-it and forget it” marketing strategy. Social media is real time, and conversations happen in real time. Why aren’t more brands taking part in the real time conversations?
The following are the public tweets that were available during the time of the hack. Please excuse the timezone jump between the screenshots – I had jumped to a new browser half way through the screenshot process to a different account on a different browser. You can click on each image to get the full view.
And for the replies:
and McDonalds had empathy….
and Wendy’s contribution…
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