At a time when most large organizations are using social media for marketing purposes, typically it’s either their in-house marketing departments or outside marketing firms that first become aware of direct threats posted on social networks. Marketing teams don’t seek such information given their focus, but every now and then it lands on their doorstep and they must know how to respond quickly and effectively.
The difference between social media threat assessment and social media marketing is the fact that the two look at data for entirely different purposes. The keywords and hashtags being monitored, research on users, and the overall goals are polar opposites. Marketing teams won’t proactively research conversations in an attempt to spot potential threats, however they are forced to deal with threats when they surface.
As a perfect example, American Airlines recently received a direct threat on Twitter from a 14-year-old Dutch girl who actually mentioned @AmericanAir in her tweet. By mentioning their Twitter account it was likely seen by either their customer service or marketing departments within a short period of time. When something like this happens, what do you do next?
We feel it’s important for all individuals working on social media to have at least a basic understanding of social media threats and how to combat them. This includes having an emergency response plan in place, main points of contact for security and law enforcement personnel, and the list goes on.
To help social media marketing and customer service teams build an understanding of social media threats, Soteria Intelligence offers training to organizations around the globe ranging from educational and financial institutions to large venues (shopping malls, sporting complexes, etc.) to law enforcement agencies.