Brand managers are like soldiers. They fight hard to protect their brands, often against enemies they can’t even see – like hackers.Now, reputation warriors may soon have a new weapon in their arsenal. Twitter is testing a two-factor authentication aimed at heading off hackers before they can damage a brand image. It will require two forms of identification for twitter posts, reports, Wired.
The action arose after mounting pressure in the aftermath of a fraudulent post by the Associated Press indicating that bombs had exploded at the White House, injuring the president.
While this is good news for brand protection, it’s also a reminder about brand vulnerability. Two points on the subject:
1. In the social space, it doesn’t need to be true to hurt you
2. Crisis communication should be a top priority for every organization.
Do you think Twitter’s new verification will help or hurt brand managers?