Brand protection – the perks and the pitfalls of social media

Today, social media presents businesses of all sizes with the opportunity to better engage with their audiences, monitor emerging trends and even take advantage of the immediacy of the phenomenon by conducting real-time market research. Social media also enables companies to listen to customers, take note of their feedback and adapt offerings and customer service approaches accordingly.

In the earlier days of social media, the focus for small and medium-sized businesses, in particular, was to promote their brand online, rather than protect it. The platforms available were viewed as the perfect opportunity for companies to build brand awareness and engage directly with consumers to showcase specific products and services. But, during the prolific growth of social media in recent years, many businesses have had to review their digital marketing strategies to account for the exponential number of users, the emergence of multiple new niche platforms and the increased threats to their brand.

The very characteristics that make social media incredibly appealing to consumers are the same ones that make it ripe for those with ill-intent. The viral, instant and widespread nature of social media also has downsides that organisations often overlook, such as the need to monitor for brand protection-related issues, including brand impersonation, account spoofing and counterfeit goods.

Another big risk that a brand faces on social media is impersonation. The nature of the internet is such that impersonators can use items such as copyrighted images, photos or trademarked brand names or slogans to communicate with a brand’s audience in the guise of being the brand itself. The motivation for impersonation varies, from financial gain, to merely wishing to discredit or damage the brand. Regardless of the reason, this can negatively affect consumer perception and trust.

There are a number of ways that businesses can avoid having their brand impersonated online. First, businesses need to register across all major social media websites. Certain sites have a verification process whereby brands or organisations can prove their legitimacy. For those sites that do not offer this option, organisations can ensure that their official website includes icons, information and links that explain and lead to their social media sites.

Social media and crisis management

Implement a social media policy that clearly outlines guidelines for employee conduct, and highlights the importance of respect and integrity in all communications. Also include an official process concerning crisis management, and identify those responsible and authorised to respond.

Prevent your social media accounts from being hacked by using strong passwords, with different ones for each social network, and change them regularly. Limit access to a need-only basis. If an employee with access leaves the company, change your passwords immediately.

Use alerts and monitoring tools to keep track of where and when your business is being mentioned, and do regular reputation audits by searching for your company online and on major social networks. There are also tools available in the market that can assist in automatically searching social media for unauthorised use of your brands and trademarks.

If any misuse or abuse of a brand is identified, appropriate action must be taken. This can vary, depending on the circumstances, and can include a number of approaches. Organisations can contact the perpetrator directly, to understand their motives and explain how this activity is in violation of their brand guidelines. Alternatively, brands may need to catalogue the activity and report the incident to the relevant social media site so that it can enforce its terms of service.

Along with the advantages of social media – such as the ability to engage with consumers – come risks. The far-reaching, transparent and viral nature of social media makes it ideal for scammers seeking to exploit the value and power of established brands.

With so much at stake, it’s imperative to incorporate brand protection into your social media strategy. Doing so will empower your business to easily stop problems in their tracks – before they negatively impact relationships with fans, friends and followers. This is the first step to protecting the health of your brand and, ultimately, revenues.