Let’s put it this way: social media and security don’t work together very well today. Marketing professionals who see social media as a vital communication channel view security as a nuisance, whereas Security pros view services like Facebook and Twitter as trivial pastimes that expose the business to enormous risk. The problem is, when it comes to social media, these two facets of the organization need to come to terms with each other – and this was clearly on display Tuesday when the Dow Jones briefly plummeted over 100 points due to false Tweets from AP’s hacked Twitter accounts that indicated President Obama had been injured by explosions at the White House.
This recent breach signifies two things: 1) the potentially damaging impact of social media is real and growing, and 2) companies today aren’t doing enough to mitigate the risks.
As social media becomes a legitimate source of news and information, the implications for inaccurate or inappropriate behavior continue to grow. Damaging or disparaging comments on Twitter (whether intended or not), can have a real impact on your business and the way customers view your company and brand. Companies need to do more to protect their organization from social media risk because:
Stephanie Balaouras and I published a report last week on the current state of crisis communications, and one thing is clear: most companies are not ready to invoke their crisis communications plan.
We analyzed data from our recent 2012 Forrester/Disaster Recovery Journal (DRJ) joint online study, which surveyed 115 business continuity decision-makers about their organizations’ crisis communications strategies. The results were disconcerting. Despite roughly half of organizations having invoked their business continuity plan in the past five years, only 15% said their crisis communication efforts were very effective.
Recent events such as Hurricane Sandy and the Sandy Hook school shooting illustrate the damaging, and often tragic, impact crises can have on organizations and the broader community. In fact, Hurricane Sandy was the second costliest in US history. Yet, most organizations are not prepared to manage an effective response to such a crisis. We found that crisis communication programs routinely underperform because: