The 8 Essentials of Brand Security

Posted by: in executive insights, Pre-Commerce, Social Media Insights & Trends, Thought Leadership on September 4, 2014

Published in the August 18, 2014 issue of PRNews

Right now, spammers are thinking through how to hijack your news in order to direct people to their sites. Hackers are pinging your sites to figure out where they can get behind your firewall. Antagonists are planning how they will upset you via the media and physical actions. There is an active set of people who are here to use your brand for their purposes. It is clear we do not want any unknown individuals to have the ability to hijack our brands for their own purposes, whatever they may be. Part of our mission is not only to promote our brands, but protect them as well.

Yet, when we think of “brand security,” we often think in terms of information technology, software and solutions that are done by “somebody else.” This thinking is actually incorrect. In fact, it is incumbent upon communicators to learn how to improve the security of their brand.

Here are eight examples of what it means to improve security for your brand.

1. Lock-up all URLs and sub-domains. If we think like spammers, what they want do to is to buy all URLs related to your brand and then lock up all sub-domains on social channels, e.g. YouTubeTwitter. There are often as many as 100 varieties of URLs and sub-domains of interest to a spammer, and this list only grows as we talk about global brands.

The best step is to proactively lock up URL’s and sub-domains before you publicly announce a new brand’s name or a campaign that will have major investment.

2. Build a central repository. We all know that the weakest link leads to the easiest entry point for a hacker to get into your servers. The weakest link often is a social channel or a website in a country off the radar that’s not well maintained.

Do you know who has the user name and passwords for every channel or site today? Is it in the hands of your company or an agency? Does more than one person have it in case that person leaves?

Your step here is to develop a policy so that all usernames and passwords for all websites and social channels (in all countries) are all housed in a central repository that is well protected.

3. Know your top 100 search queries. Identify the top 100 search queries, in order of volume, for your brand. Look at what those queries are and also look at the first screen of each one. Is that the brand story you want to tell? What are people actually interested in when they are not pleased with your brand or your category? How are these queries shifting and what does that tell you about trends?

Your next step is to create this top 100 and then determine, via analytics, who is actually shaping your story via search.

4. Know your antagonists. The good news is that human beings always follow patterns online. This empowers you to understand exactly how your antagonists are likely to act. This is small data. Imagine identifying 5,000 people to track for a large brand. That’s not really all that much, yet it defines the voice of unrest.

Your step is to identify all antagonists for your brand. Then, track what they have been doing and saying for the last year. And see what this tells you about the relevance of your issue to the antagonist. You’ll see what you should be doing to prepare.

5. Identify issues before they hit the press. More than 90% of issues for any brand are known in advance. The key is that you identify what they are and build a multicountry, multifunction team, informally, to share what members are learning on a continual basis.

Often, because we know an issue may present itself, when we see the first public mention of it, it becomes a high-level alert. If we don’t have a system in place, we tend to react to what media or social media have flagged for us. At that point we’ve lost.

6. Know what reputational triggers matter. We have a tendency to think that all attributes of a brand’s reputation matter. However, what we see is that, at best, 25% of the attributes you track really matter. The majority don’t. The key is that you know the true weighting of each attribute, so your radar is adjusted as knowledge pours in, good or bad.

The next step is to take your reputational attributes and see how they stack up in all channels of online media. With the right algorithm, you’ll be surprised by what you see.

7. Understand the value of each voice. When you are thinking of commenting on social channels, ask yourself if you have analyzed the reach and influence of the person you will respond to.

When you do this routinely, you realize that often, those who don’t like your brand are simply talking to themselves. You may decide to respond to requests large and small, but know whom you are reaching out to and what is likely to happen. Ensure you speak with the voice of the brand on a consistent basis.

Your next step here is to develop a model to understand who you are responding to before you do, so you know their reach, influence and likely response.

8. Improving your search position. This is a longer topic, so it is important to point out what doesn’t work well. Stop stuffing links with code. Stop trying to game the system. What works is what communicators are awesome at doing. It is real content that gets shared by your target audience that matters. It is having the right keywords within this content that matters.

Your next step is to stop listening to self-proclaimed search experts using tools that don’t work well. Focus on telling your story with the right language to the right people, leading to sharing of what matters to your brand. Keep it simple.

All the best, Bob

By: Bob Pearson

Bob is the President of W2O Group, an independent network of digital communications and marketing companies. He is an author, frequent speaker and instructor for Rutgers center for management development. After the success of his book Pre-Commerce, Bob is currently working on a new book on the future of media titled Storytizing that will be available in 2014. Prior to W2O Group, Bob worked as VP of Communities and Conversations at Dell to develop the Fortune 500’s first global social media function -- an industry-leading approach to the use of social media, as highlighted in the best seller, GroundSwell. Before Dell, Bob was Head of Global Corporate Communications and Head of Global Pharma Communications at Novartis Pharmaceuticals in Basel, Switzerland, where he served on the Pharma Executive Committee. He also serves on a variety of Boards in health and technology. Highlights include serving as an original member of the P&G digital advisory board and being appointed by the Governor of Texas to serve as chair and vice chair of the emerging technology fund for the State of Texas.

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Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

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