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by Donna Ray Berkelhammer
Many small and medium business owners
are overwhelmed by the social media choices available to them, and
unsure of which might best fit their target clients and markets. Twitter,
being a relative new kid on the block, can be especially mystifying.
What is Twitter and why does it matter?
Twitter allows users to send 140 characters at a time to
their followers. It allows you to target potential customers, send them
information that interests them and open a dialog. Many in the B2B sector in particular don't understand
Twitter's use, power or relativity in its market segment.
Surprisingly, the U.S. stock market, delivered a powerful
demonstration of the power of 140 characters last week.
Consider this tweet from the Associated Press on Tuesday:
"Breaking: Two explosions in the White House and Barak
Obama is injured." About 2 million people received this alert.
Within three minutes, the Dow Jones Industrial
average sank about 150 points. It finished up for the day after it
became clear that the AP tweet was a hoax. AP issued statements that its
Twitter account had been hacked and the message was fake. AP almost immediately
suspended its Twitter account, but it took at least 24 hours for its followers
to be reinstated once control was regained and the service was reactivated.
There have been a number of high-profile corporate hacks
recently, including Burger King and Jeep.
While more unauthorized use than hacking, a fired employee of struggling
British retailer HMV
"live-tweeted" the layoff of about 200
What to do:
There are a number of steps companies of any size can
take to minimize the risk of compromised social media accounts.
And if you'd like to learn more about Twitter
in a B2B context:
Read more articles at North Carolina Law Life
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I appreciate the details of this story it is not quite representative of the overall view of today's hack attack by the trading community. Maybe we are not the fastest, but we perform the same function. So when the fake tweet emerged from AP I reacted like I should. Buy bonds and ask questions later.
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