Over the years, social media has evolved into a critical marketing and customer relations tool for businesses. Between audience-targeted ads and personal engagement, social media can be unparalleled in bringing organizations closer to their customers and clients.
What about the Risks?
In this post, we’ll address some of the most common risks that businesses can encounter with their social media profiles.
1. Human Error
Whether it’s an accidental tweet, falling for a phishing link, or coming off rude to a customer, employee conduct on these social platforms can pose a significant risk to an organization’s reputation.
This also extends to situations concerning the individual, especially as it relates to personal accounts of an organization’s employees, where they may talk about work-related information that could lead to things like reputation damage or privacy violations.
2. Inattention & Neglect
Loosely covered under the umbrella of human error is neglect or inattention to a social media profile. If there is nobody in charge of managing your organization’s social profiles, the accounts may be at risk of being infected by a virus – especially if that virus is one that sends spam. It could cost you followers, and otherwise lead into an adverse perception of your company’s brand.
3. Phishing Attempts
Whether it’s a fake Facebook friend or a bot on Twitter, there is always the ever-present risk of falling for phishing scams across different platforms. In this context, ‘phishing’ refers to any kind of fraudulent communication or links intended to trick people into giving up sensitive information.
Related Reading: For some examples of the unique ways phishing attempts shape around the platforms that they use as vehicles, check out our article Hook, Line, and Sinker: Phishing on Social Media.
4. Brand Impersonators
Following on the heels of phishing scams, another risk that businesses may run into on social media is that of impersonators. Seeking to capitalize on vulnerable clients and customers, some malicious entities may impersonate a well known brand to trick people into clicking bad links or handing over their passwords. Additionally, attackers may purchase website domain names that are either similar to your company’s or negative in context to it.
Related Reading: For a case study on an example of this type of impersonation, feel free to check out our article on the Netflix Phishing Scam.
For questions and comments on this article, please feel free to reach out to us @CentryLTD on Twitter!