Tag Archives: twitter spam

Will your brand be Twit-jacked?

twitter

Beware: a painful phenomenon from the Web 1.0 world is creeping into Twitter and other social media platforms. Opportunists of the same stripe that reserved Coke.com for themselves in the cowboy days of 1993 (hoping to make millions, of course) are beginning to try similar tricks with Twitter, Facebook and other Web 2.0 identities.

The twit-jacking phenomenon hasn’t moved as quickly as most people feared. Sure, there have been some incidents–about a year ago, for example, one questionable fellow tied up the Twitter versions of CNBC, MSNBC, Newsweek and Business Week–but I haven’t heard anything about a large-scale attack. I think you can be pretty sure it’s coming, though. Domain squatters may not be geniuses, but they’ll catch on soon enough.

Why? Publicity is peaking. Twitter (and fellow social media platforms) are reaching the critical mass of mainstream media coverage which attracts the predators in every business community. Once the coverage reaches them, they’ll be registering social media IDs like mad.

In the mean time, I’m recommending to my clients that they to a social media naming audit (write to me if you’d like our form for doing this) to make sure their core brand is protected on all of the major platforms. It’s worth probably analyzing and leveraging a few of the lesser ones, as well, as you want to hedge your bets.

I also suggest that clients do what they’re probably already doing in the Web 1.0 space, which is to reserve multiple spellings of their corporate name, keywords they consider important to their mission and personal names of their corporate executives. Be thorough, and be thoughtful; and remember that nobody though something crazy like an “URL” would make much of a difference in 1994. We’re at that point again.

Besides, it never hurts to think how your brand is positioned today’s hottest emerging media, and if you’re lucky, you may develop new ideas to reach these audiences as you dig through their layers of social participation. If nothing else, though, you’ll have protected yourself against Twit-jacking for the near future. Believe me, you’ll be glad you did.

Anne

P.S. This Network World editor has his own interesting take on the subject, including some interesting details on the extent to which Twit-jacking is already picking up steam

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Twitter ‘spam’ threat leads to paranoia

Folks, I’ve tried to stay out of this, as I know my opinion isn’t popular, but I just can’t take it any more. Over the last few weeks, I’ve increasingly seen the term “spammer” used to describe some users on Twitter. That’s true despite the fact that you’ll never see a single tweet (post) unless you choose to follow that person, and moreoever, that nobody can even follow you unless you give permission. In my view, the whole thing is paranoid almost beyond belief.

Sure, it’s annoying to get e-mail notifications that someone is following you if you don’t consider the follower to be welcome. And yes, I can imagine a world in which we Twitter users (I’m @annezieger) are swamped with thousands of followers, which effectively translates into e-mail spam since the notifications land in our inbox. (I do hope Twitter’s management is prepared for that eventuality, and has tough enough security in place to prevent mass follows by creepy folks.) So I understand why people are concerned.

That being said, why on earth has a segment of the Twitter community decided that virtually any follows by corporate Twitterers (say, @JetBlue) constitute spamming?

What right has any one segment of the Twitterati to decide that they, alone, know how many people you should follow and how many must follow you if you’re to be a “legit” Twitter user? (What, you didn’t know that the Twitter clique plans to ostracize you if you follow too many folks and they don’t follow back? Well, guess what, they do.)

And how dare some self-appointed zealot(s) create a Twitter “blacklist” which purports to protect me from undesirables? I’m quite offended by the idea. OK, I realize that some people are thrilled to ‘make the list’ and dub it a piece of cheap PR for them, but I doubt the list’s creators had that in mind.

You know, we went through this whole thing almost 15 years ago or so when the Internet started being swamped by commercial interests. (Remember Canter & Siegel spamming Usenet in 1994?) People went insane and started turning on each other in much the same way we’re seeing today–and look how effective that was! E-mail spam disappeared for good, right? (Uh, not exactly.)

Haven’t we learned anything from the experiences of the last decade and a half? If the first wave of spam showed us anything, it taught us that you can’t change a medium by lashing out at people who use it in ways you don’t approve of–it’s a waste of time and often, changes the character of the medium in ways that do significant damage.

Please, please, let’s be smarter when it comes to Twitter? — Anne

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Like what you see in What Matters Online? Want to stay up to date on the latest in Web 2.0, social media and old-school interactive marketing? Get notified of our latest updates by e-mail or RSS. I will never sell or exchange your information, and I won’t deluge your inbox — I promise!