Social Web + Data Breaches = Reputation Risk
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Overview of managing a data breach online
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Social Web + Data Breaches = Reputation Risk
- 1. Social Web + Data Breaches = Reputation Risk Boyd Neil National Practice Leader Social Media and Digital Communications boyd.neil@hkstrategies.com September 13, 2012
- 3. ‘There won’t be a significant event in the future that won’t involve public participation… Social media (is) the sociological equivalent of climate change.’ Retired Admiral Thad Allen
- 4. 4 New voices Two-way channels Providing organizations empowered through creating opportunities with means to directly digital challenging for dialogue yet to be touch most important traditional media fully exploited audiences primacy Reputation & risk Mobile technologies management models moving us into new impacted: speed, areas still not fully transparency, understood inaccuracy
- 18. Graphic Credit . . . http://gapingvoidgallery.com/
- 21. 21 “[Brands suffering data leaks] should email people, post on Twitter, Facebook and address their customers where they are - you shouldn‟t have to let people do a Google search or find out through word of mouth.” • Alys Woodward, research director at market intelligence firm IDC Europe
- 22. Ten principles for managing 22 data breach communication on the social web 1. Use the social web dammit (and ignore the sarcasm/humour) 2. Drive internally for timely notification (1-2 hours) 3. Provide interim security advice („change password immediately‟) 4. Be transparent about the scope and consequences of the data breach (when known) 5. Coordinate internal protocols for multi-platform communications (Twitter, Facebook, YouTube, etc.)
- 23. Ten principles for managing 23 data breach communication on the social web 6. Use #hashtags related to incident so your information is there within frame used to share news (Twitter/Facebook) 7. Use multiple media formats (visuals + video + text) to extent possible . . . facilitates sharing 8. Reply to social web dialogue + questions with „confident humility‟ 9. Commit to fixing your firewall 10. Get ready now for the social web part of the hack dammit
- 24. 24 Sources: http://www.marketingweek.co.uk/news/linkedins-slow-reaction-to-data-leaks- hits-brand/4002126.article 9/13/2012
Editor's Notes
- Coordinated protocols for multi-platform communications is essential given need to manage web and satellite platforms (Twitter, Facebook, YouTube, Flickr etc.)Decision should be taken early to leverage #hashtags related to incident, or to avoidMainstream media served as primary catalysts of content given lack of first-person stories (e.g. affected citizens)Distributed global corporations must have a plan in place to efficiently and seamlessly transition issue sites/content from local to Corporate/global as need requires and if issue escalatesUse of multiple media formats (visuals and video + text) essentialFor a global firm, determining which language in which to communicate via social will be important
- Social web programs are infinitely more measurable than many other public relations programs, and the measurement that can be made is of substantially more value to understanding who has been affected by our programs, how their behaviour may have changed and how to improve the program and reshape the mix of assets being used
- Social web programs are infinitely more measurable than many other public relations programs, and the measurement that can be made is of substantially more value to understanding who has been affected by our programs, how their behaviour may have changed and how to improve the program and reshape the mix of assets being used