Hack of a Whopper

**REPOSTED from Kimball Communications “Hits and Misses” Blog

Burger King's Twitter account was hacked on Monday, Feb. 18, 2013. The result was national news coverage and annoyed followers of the @BurgerKing handle.

Burger King’s Twitter account was hacked on Monday, Feb. 18, 2013. The result was national news coverage and annoyed followers of the @BurgerKing handle.

Crisis happens. When the crisis involves social media, it can have one heck of an impact on brand.

When Burger King’s Twitter handle was hacked today, the brand’s logo was changed to that of McDonald’s. The hackers also posted crude language, @ messages to questionable accounts, and video and photographs that had little to do with the brand and no doubt annoyed followers. Oddly, they boosted Burger King’s followers by more than 20,000 before the account was suspended.

Twitter followers noticed, as did CNN, ABC News and Fast Company’s Teressa Lezzi who published stories about the hacking within minutes.

If you manage a Twitter account for a brand and that account is hacked, what steps should your crisis plan include?

At the first indication of trouble, immediately log in and change the password. If you are able to log in and change the password, go into your settings and review all of the third-party apps connected to your account. Revoke access to all third-party apps until you can better assess the situation. (Be sure to revisit these apps once the situation is under control to ensure all brand account functionality.)

If you are not able to access the account and change the password, go to the Support Request section of Twitter and under Account Access select the “Hacked account” option. This will give Twitter the necessary “heads up” to suspend your account and avoid endless amounts of spam being sent to your followers. It will also allow you to reset your password.

While you work to regain control of your Twitter account, post a notification to your brand’s blog, website and other social platforms. This notification should simply state:

  • Your Twitter account has been compromised
  • You are working to remedy the situation, and
  • Your Followers should not click on any posted links until otherwise notified.

Such action lets your followers know you are aware of the situation. It can even foster good will among followers irritated by the hacking event.

As a precaution, make sure you use a secure password including letters, numbers and capitalization that cannot be easily determined. This password – especially if multiple people have access to the account – should be changed regularly.

Using dashboards like SproutSocial or HootSuite can also help minimize risk. We also suggest you follow @Safety or @Spam to stay alert to the latest spammer activity or malware.

Some crises can’t be avoided. But they can be mitigated through close monitoring, training and ensuring a workable plan is in place.

Interested in training your team to handle a social media crisis? Email us at info@kimballpr.com for information.

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Dear Comcast – We’re Done

Dear Comcast,

Ever since our shotgun wedding in 2003, I’ve put up with your $@^# and suffered along silently. (Well, not so silent that we didn’t talk every three months to review my bill line-by-line. By the way, “Additional Fee” was almost vague enough that I could have missed it, but I didn’t.)

I always knew you were cheating me. But I thought it didn’t matter. You let me surf the web, and I could still get SciFi Channel (before they changed the spelling and demonstrated how far we had strayed as a society). I thought we had an understanding.

The real depth of your deprativy wasn’t apparent to me until I moved in 2010. First you failed to “remember” to connect service at my new home but didn’t “forget” to bill me for it. In the course of this little Comcastic spat, you accused me of having two additional “secret” Comcast accounts. Somehow, you believed I had three Comcast service accounts (cable & Internet no less) going on at the same address. Scandal!

You also had no problem finding balances on all three accounts, and combined them for one big Jerry Springer “Who’s Your Cable-Daddy”-style surprise. Epic!

This digital kerfuffle took me three months and more than half a dozen long phone calls to straighten out. You were wrong, and you gave me HBO for six months as a consolation prize. That didn’t take away the sting of the accusation or the hours lost trying to prove my innocence.

Comcast, if you want to know what finally killed our hostage-style relationship, it was that you stopped caring … and your Enron-esque billing practices.

When I wrapped up the final bills on the townhouse before making the move to the new house this summer, you told me I over paid you. You said there was a $200 credit that would be applied at the new house. Wow. I was finally feeling the love.

After a lot of unpacking I thought we’d have a quiet night together. We’d get a movie On Demand and spend some quality time together. But Comcast, you rejected my advances with an error code I’d never seen. I wanted to work it out. I was ready to chalk the whole thing up to never having “Demanded” anything before in the new house. Then you dropped a bomb on me, Comcast.

You said I owed you just shy of $700 after less than 30 days in the new place together. After all those years of supporting you and putting aside the petty billing slights and service glitches – and let’s not forget the major attitude – you wanted me to pay you $700? It felt so dirty, Comcast. So wrong.

You claimed I never returned any of your stuff from the last place. In fact, you even added a few things to the list you and I never shared together at the townhouse (how many DVRs do you give someone anyway?).

We fought it out for weeks. On my umteenth call to you, you casually mentioned you found your stuff (where is “processing” that it took so long to find? Is it like Reno, where you hear about it but no one ever really goes unless they have no choice?). Not only did you find the stuff you insisted for weeks I was keeping from you, but it wasn’t until I called that you decided to take them off my bill. Clearly, we were in crisis.

Instead of working it out, you doubled down to see how much more money you could get from me. After clearing up the “Gimme back my stuff” argument, you lost that $200 credit from the move. Comcast, not only did you try to extort several pieces of expensive electronics from me, you were conveniently “forgetting” you were paid.

After waiting a month for you to make us OK again, I had to call you to get a status update. You were cold, Comcast. You said I never paid you $200. In fact, you said I walked out of the last place owing you $33. But you did note, several times in fact, that you credited me for the stuff you said I had kept. Comcast, telling me you fixed a problem you created and that I should be glad isn’t what makes a healthy relationship. You don’t create huge problems only to later reluctantly fix them and then try to claim you saved us from ourselves. Come on, Comcast. I thought you cared?

Did you still want me, Comcast? I asked you to prove it. I asked you to show me the last nine and a half years weren’t a waste; that we still had a little high speed Internet between us to go the distance.

And what did you say to me Comcast? What did you say?

“Sorry, but there is nothing I can do for you.”

I’m sorry too, Comcast.

I’m sorry I didn’t leave you sooner. I’m sorry I showered you with so much money over the years. I’m sorry I didn’t shout from the roof tops that you were screwing me over at every opportunity and daring me to spend my time and energy catching you in the act. I’m sorry I ever let you into my computer, my flat screen TV and into my home. I’m sorry we ever shared On Demand together, and that I didn’t save myself for some cable and Internet provider who would appreciate me.

I’m leaving you, Comcast. Not because I didn’t like what you had to offer. I did.

I’m leaving because the price I had to pay for your fiber-optic charms was too high, with too many gross errors and with too little appreciation for what I brought to the relationship.

Go ahead and call yourself Xfinity now. Try to reinvent yourself. Others can have you, because despite what I learned to love about you, I love myself more.

We’re done.

- The Customer Who Finally Got Away

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It’s Not Business; It’s Personal

Working in public relations, I frequently find myself advocating on behalf of clients and their causes.

This year, I find myself advocating for the Juvenile Diabetes Research Foundation (JDRF). But this time it isn’t about business; it’s personal. My 2-year-old niece, Kylie, is a Type 1 Diabetic.

Celebrating her second birthday recently, my niece, Kylie, is a Type 1 Diabetic. Please make a donation in whatever amount you can to the Juvenile Diabetes Research Foundation (JDRF) to help little kids like Kylie live healthy and safe lives.

Shortly after her first birthday, Kylie was diagnosed with Type 1 Diabetes, or T1D for short. According to JDRF, T1D occurs when the body’s immune system attacks and destroys certain cells in the pancreas. When these cells are destroyed, no insulin can be produced, and the glucose stays in the blood where it can cause serious damage to all the organ systems of the body.

While I had done some work with clients on behalf of JDRF in the past, I don’t think I had a genuine appreciation for what it meant to be a diabetic.

T1D means multiple injections daily, or having insulin delivered through an insulin pump. It means testing the person’s blood sugar by pricking their fingers for blood six or more times a day. It means carefully balancing food intake and exercise to regulate blood sugar levels in an attempt to avoid hypoglycemic (low blood sugar) and hyperglycemic (high blood sugar) reactions, which can be life threatening. It means everything you eat or don’t eat can make you either very sick or put you at serious risk for injury, and even death.

All of this is a considerable challenge for an adult. Managing such a disease on a daily basis for an active 2-year-old is beyond comprehension.

My brother and his wife must monitor when and what Kylie eats and drinks at all times. They need to understand a raft of medical terms and side effects that seem baffling to the outside world. They must be ever vigilant for the slightest non-verbal cues from my niece to gauge whether she is too high or too low. And they must wake up in the middle of the night to prick the finger of a little sleeping princess to ensure while she sleeps, she is not in any immediate danger from her own body.

As I said, I had no real appreciation for what it meant to be a diabetic before all of this became a reality for my family. But I’m beginning to understand it a little more every day.

I also know medical research – and the dollars supporting such research – are critical to keeping millions of kids safe and healthy. With the advances being made each day, we can’t afford to miss a single opportunity to further the cause of a more manageable treatment or, better yet, a cure.

So I ask you to consider making a donation to JDRF either through my family’s JRDF page for the 2012 Bucks County Walk for the Cure  on Oct. 28 or through the JDRF home page.

Please give because it’s not about business. It’s most definitely personal.

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The Making of Paul Ryan [The Brand]

Rep. Paul Ryan built his own path to prosperity by cultivating a high-profile public image. That image was shaped by being accessible to the media, always having something compelling to say and always staying on message – with a smile.

Regardless of your politics, you have to admire Republican Party Vice Presidential Candidate Paul Ryan. Over the course of his congressional career, Paul Ryan charted his path to power not so much inside the halls of Congress, but outside – using a lot of the tools of my trade: public relations.

Unlike his peers, Paul Ryan didn’t toil for years working up the subcommittee ranks or giving lots of PAC money to colleagues. He simply made it a priority to get his name in the media – often.

According to NPR, he’s been quoted in the The Wall Street Journal more than 100 times in the last few years. He’s been frequently featured in or interviewed by a number of high-profile magazines and newspapers that follow Washington, D.C. politics. He’s been a regular on the Sunday morning political talk show circuit for several years – and he did all of this long before speculation of his VP candidacy surfaced.

No matter how you vote or feel about the congressman from Wisconsin, PR professionals of every stripe should take note of what he did and how he did it.

He followed some basic tenants of PR:

  • If you want to get quoted, take an audacious position on a popular topic and share the hell out of it
  • Hone a compelling back story. People want to read about or watch people they think are interesting
  • Cultivate relationships with the media, and always make yourself available to answer their calls or emails
  • Give the media compelling content, and they will reward you
  • If you make an announcement, be damn sure it has news value beyond what you think is newsworthy
  • Have a clear and compelling set of talking points on key issues to your brand, and know them like the back of your hand
  • Be gregarious with, and accessible to, the media
  • Project confidence – always project confidence – when engaging the media
  • Always be on message

Whether you like Paul Ryan the Man or Paul Ryan the Politician isn’t the point. If you’re in PR (or even politics for that matter) you have to admire Paul Ryan the Brand because what he did is what a lot of us work hard to do for our clients every day.

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Fear of Clothing In Las Vegas, or The Pantsless Prince

Who among us hasn’t stumbled into an innocent-but-ill-considered game of competitive naked billiards every now and again? Yeah … neither have I. Although I suspect an invitation might be pending, for research purposes.

Following Prince Harry’s recent “Fear OF Clothing in Las Vegas” incident, I honestly found myself astounded he has learned so little since his 2002 photographic outing in a Nazi SS Halloween costume or his more recent video tirade against people of Middle Eastern cultures. Seriously, where is the Royal Palace’s public affairs team? Have they taught this man-boy nothing?

Clearly they have not.

Therefore, in service to Her Royal Majesty’s government and Regal Personage – and in acknowledgement of the “Special Relationship” of our two countries – I offer Lt. Wales the following public relations advice for managing his Royal Person:

Prince Harry in the buff at the billiards table in Las Vegas.

  1. One should not strip down at any public or private function unless One’s bodyguards or “Wing Men” have searched for and confiscated all electronic devices of the guests in advance… to protect the Crown Jewels, of course.
  2. One must remember, as a Royal, nothing is off the record.
  3. One must not pick up random “hot chicks” in a Vegas hotel lobby. Nothing in Vegas stays in Vegas. Ask any Urologist.
  4. In managing the Royal message in such circumstances, One might help defuse the situation by citing if One actually won the competitive naked billiards match in question.
  5. One must now do two or three select TV interviews explaining One’s Self after first having conferred with comedy writers such as Tina Fey, Seth Myer, or whoever handled Hugh Grant’s appearances in the early 90s.
  6. One must, finally, grow up.

This advice I offer free of charge to His Royal Highness in the sincere hope He will act on said advice. We hope, as well, He will now put his big boy pants back on and work to become a functional and responsible adult.

God save His tailor!

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Everything I Need to Know About Customer Service I Learned from My Parents … and McDonald’s

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I recently bought a house. Somewhere in the process of securing a mortgage, packing my every possession onto a truck, and connecting with various domestic service providers, I became re-acquainted with my long-held appreciation for good customer service.

As a consumer, I was asking organizations – banks, moving companies, landscapers, cable providers, roofers, real estate agencies, etc. – to take my money in exchange for the services they advertise to the public.  What distinguished each of these companies was the demeanor in which they approached the task of providing those services.

There were companies that genuinely appreciated the fact I called to offer them my business. Simply by doing their jobs while being pleasant and helpful they earned my loyalty. Their employers should be proud.

But there were others; organizations represented by individuals who made clear every interaction was an inconvenience. These people thought it was appropriate to make me understand – at every stage of the transaction – they were doing me a huge favor and that I ought to get down on my knees and kiss their feet for … doing their jobs? I was baffled and alarmed by the frequency of these occurrences.

Good customer service in this instance didn’t require anyone to move heaven and earth … just my belongings. Good customer service begets loyalty and future business. Poor customer service … well, it warrants the Wrath of Rod. (I assure you those companies know my name if they didn’t before.)

Maybe it’s just me, but poor customer service is always a jolt to my system. My parents raised me to be respectful and polite. Throughout my high school and college careers I worked at McDonald’s, where good customer service is a full-contact sport. I was a journalist who relied on good relationships in order to get the story. I work in public relations, where what you say is equally as important as how you say it. For as long as I can remember, treating people well and doing your job was just what you were supposed to do.

If your employees don’t recognize the manner and tone with which they speak to your customers has genuine consequences for your brand then you have already weakened your brand with consumers.

Today, treating your customer well is perceived as a premium service in too short supply. The good news is there are countless consumers out there like me who recognize good customer service when we see it. We reward you with referrals, repeat business, and genuine appreciation.

This philosophy has been one of the key principles of my career, and I haven’t seen it fail me yet. My clients know I’ll do everything possible to get the job done, and done well. I am rewarded with continued business, referrals and happy clients.

Perhaps I should introduce some of those less-than-savvy service providers to my parents or my former McDonald’s managers. They could learn a thing or two about manners and how to treat people.

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Creating a Social Media Plan (Part 2 of 2)

Insights and humor on how small businesses should go about creating a social media presence. Part 2 of 2.

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