Cyber Security in Social Media
As social media expands and become a daily part of our lives, we favor convenience over security. Being able to talk with friends instantly means there is less security in those messages with little to no encryption. We are starting to see legislation from the United States government attempting to bring awareness to our security issues. The government has implemented social media searches as part of background checks. The DoD understands the importance of checking every aspect of candidate’s lives, and companies are soon to follow.
Hackers are able to cross reference multiple platforms of social media and figure out where you work and what it would take for you to open up an email with a potential virus. This has happened at multiple companies and can have lasting affects if not remedied quickly. Here are 3 steps to take to help mitigate the risk of a security breach.
1.) Be careful what you post on social media, companies need to inform employees on what they can and can’t post and how it will affect their firms sensitive data. This goes double for what emails employees should be opening
2.) Safeguard sensitive information, make sure known entry points to the data is secure, and have a record of who can and can’t access the information.
3.) Constantly audit your systems. An employee that connects their personal laptops or log into unsecure sites is all it takes to compromise the system
In 2ol6 the world is becoming more and more progressive; we are working towards equality and seeing through barriers that were once a staple of our country. With this new found freedom and mindset comes potential creative, witty forms of expression. Hence the age of social media! Back in let’s say the 1960’s, nobody would ever expect the freedom businesses and companies would have to say whatever and whenever so quickly while being able to interact with consumers, positive and negative alike. This begs the question: what is too much when considering what a business can tweet or post? Here we will take a look at some of the worst social media marketing of the past couple months.
IHOP has been a frontrunner for a business who tends to push the envelop with edgy tweets; but IHOP may have over stepped it’s boundaries when they made a sexist tweet regarding their pancakes and part of the female body. Now while the tweet didn’t explicitly say anything too inappropriate, all of the followers understood the implications of the tweets and were quickly offended.
Another example of failed communication from a business through social media is that of our beloved Seattle Seahawks. In the past couple of months the Seahawks seemed as if they could do no wrong, coming off consecutive Superbowl appearances and garnering national attention. On this specific January night, the Seahawks were in the national spotlight for the wrong reasons. The Seahawks Twitter account had a tweeted an image of Russel Wilson, and compared their hard-fought win against the Green Bay Packers to the Civil Rights Movement. Fans nationwide didn’t like the idea of this and were very deliberate about it. Inspiring idea for a tweet that could have had some success? Hmm, perhaps. But the execution of the tweet is what ultimately rubbed fans of the team the wrong way.
When tweeting for a business or company, one must think about potential audience before firing away a message that will be forever misconstrued in cyber space. Delicate issues such as gender and race should be carefully thought out and executed in order to minimize damage control and save a business from harsh criticism.
Theres a lot of information on the internet regarding digital media practices and what is new. Looking around it is hard to separate good information from the bad. In order to find useful information we need to look to experts on social media. Listed below are three different guides from some trusted sources:
Moz: The Beginner’s Guide to SEO
This guide is a very great for understanding how to use SEO and what SEO. It has ten chapters that lay out an intro to SEO and various other aspects of SEO like link popularity, keyword research, and other search engine tools.
This guide can be found here:
Paradot by Salesforce: B2B Content Creation Guide
A lot of questions have been asked in class about B2B marketing and Paradot is able to give us some answers. Paradot is a section of Salesforce that focuses on helping companies with their B2B marketing. They provide a lot of resources to learn how to better your B2B marketing. A good guide they have is their Content Creation Guide that helps you focus your content on your customers.
The guide can be downloaded at this link here:
Marketo: Definitive Guide to Digital Advertising
Finally, Marketo’s guide covers the history of digital advertising and the future of it. It teaches you how to develop your digital media and how to measure the effects it is having.
This guide can be download and read here:
Something new that has been introduced to the social media world is live streaming. Live streaming has always been an available service, but not one readily available to all users, nor something that was thought to apply to social media. However, apps like Periscope and the new Facebook Live feature has people getting more involved in live streaming.
How can this be used as marketing tool?
Marketing promotions and/or events are tricky things, because it could require people to travel, make arrangements, and it creates a hassle for them to attend an event. Live streaming now has a unique opportunity for customers or a potential target market segment to become more involved in these events that people may be interested in. Consumers like being able to be personally involved in a company, and live streaming is a great way to make consumers feel welcome and invested in the company. In addition, with Facebook’s analytics and marketing metrics capabilities, Facebook Live can potentially allow companies to use suggestions on Facebook to draw a larger target segment.
Dangers of live streaming
The only thing about live streaming that companies should be concerned about is content. Live stream content needs to be engaging and interesting for consumers to remember the brand. You can’t expect viewers to stop what they’re doing and commit to watching the live stream if the content isn’t entertaining for them. Another danger in live streaming is uncontrollable. If something goes wrong during the live stream, any consumer viewing at the time could have a negative view of the brand. Companies have to be careful before beginning a live stream campaign to make sure the company is properly displayed and there are not harmful effects to the brand.
During our classes this week, we talked a lot about Instagram’s new algorithm that would change the timeline structure to highlight more relevant posts. For some reason, EVERYONE freaked out. Users began protesting, posting for people “turn on notifications” and setting up a petition for Instagram to keep the current algorithm. The immediate response against the policy change was staggering, which led us to the question: why was everyone so against the change?
One reason is clear. People are worried that their posts will not be deemed “relevant” and less people will see their posts. It’s a valid concern, since it means people would have to actively search for accounts they don’t see. A report finds that an average of 2.61% of followers interact with a post, meaning that the algorithm would significantly reduce the number of people that see your posts. This is especially concerning for companies that engage their customers on Instagram, because they would lose reach and exposure to customers that don’t regularly interact with them.
Facebook changed their feed in 2009. However, Facebook is much more cluttered with content than Instagram, as Instagram users only post an average of 2.69 posts a day. With the small number of posts and accounts followed, the algorithm would complicate Instagram’s usage. The current chronological timeline is simple to understand and familiar; adding a new algorithm would change how we see posts, when we see posts, and possibly IF we see posts at all. This overcomplicates the extremely simple experience Instagram users like. Users like the minimalistic interface, easy interactions and quick posting. And although it’s unlikely users will delete their accounts because of this change, it definitely affects the way they experience Instagram and interact with other accounts.
In today’s world, social media is more than just a place to post videos of your cute cat or an outlet to tell people what you did last night. Social Media has developed into the first location that people get their news, enjoy their entertainment, and make their decisions. Because of this expansion of social media in present society all business must be actively on social media. These following reasons outlay the benefits for both the business and consumer:
Social Media Platforms Have Heavy Traffic
Social media is a communication tool that allows a company to tell a story. Unlike print media where images are still and televisions ads that are not being watched anymore, people actively seek out and pay attention to special content creators on their favorite media platforms. In order to make your business known you must use advertising mediums that people seek out. Using social media allows your brand to be sought out and seen in a larger volume in comparison to traditional media.
Creates a Community
Viewers of your social media content will be able to follow your brand. Rather than just telling them about special deals or about your product’s specs, give them a story or give them information they want. For example, outdoor gear brands can give tips for safety or ask for help with product development. Creating this community engages your customers even more and strengthens the relationships. This way they will not only come to your company for products and services, but your company will be in the front of their mind for anything related to your product or service.
Prompts a Conversation
Finally, one of the best reasons to have a strong social media presence is that it allows your customers to talk to you. Your customers are the ones using your product or service and will have positive or negative comments. If your company has an active presence on social media then they will feel inclined to share their insights to you and this will help with direct customer service, future product development, and market research.
Remember, not all social media outlets are right for everyone. Find out who your customers are, what they want, and where they are. From there tell your story to them and they will become engaged