Delta Airlines: Facebook Hack

Delta Airlines: Social Media Security Breach

Recently this year, Delta Airlines had their FaceBook page compromised. Instead of their normal travel related content, objectionable images were posted. An obscene link was published on the page under the title, "10 Reasons Why Girls Dont Give Bl--j—s”, and about an hour after the initial post, a second lewd link was posted. (Zhang, 2015) The company was able to remove the content within an hour and none of their other social media sites were hacked. 

Luckily for the company, there have not been any severe consequences as a result of the Facebook breach. They were able to somewhat quickly remove the content from their site and publicly apologized in a timely manner. Again, apologies were posted on the Delta Airlines Twitter and Facebook sites. Judging by what I have read in several articles, it seems that followers figured out on their own that the site had been hacked and actually sympathized with the company. The event does raise the question about securing these sites, especially after US Airways had an even more offensive breach to its social media sites. The identity of the Delta hacker is still unknown despite the companies efforts to uncover the identity. (Stampler, 2015) A Delta representative was quoted as saying, “We are investigating the source of the hack and will incorporate any key lessons to strengthen our social media security measures. No other social media platforms were compromised.” (Yamanouchi, 2015)

Considering the images were removed within an hour and apologies posted, I think the company did handle the situation relatively well. I do believe Delta, and other companies, need to have teams solely dedicated to contributing to and monitoring their social media sites at all times in order to prevent similar breaches. The images could have been eliminated even faster and the site protected to a certain extent. I don’t think they necessarily needed to apologize through other media, especially because television news coverage included coverage of the company’s formal apology. Part of preventing another breach would include employee training and using the most advanced technology and networks to ensure security. They should also have some type of pre crisis plan in order to be prepared for the possibility of another event occurring. If I were part of Delta’s leadership, I would have taken the breach as an opportunity to increase the companies reputation and boost awareness. Delta could have increased their social media around travel and any community or charity activities to bring attention back to the services the company provides for customers.

Below is a simple list from Business News Daily by David Mielach (2013) to prevent security breaches along with the link to the full article:

http://www.businessnewsdaily.com/4714-prevent-small-business-data-breach.html

1. Train your employees: Companies should train all of their employees to use strong passwords and avoid dangerous links and emails.
2. Know your data: Employees should know where confidential data is stored and be sure to have it in a secure location.
3. Keep track of your devices: Companies should keep track of all the devices that employees use as a means to prevent potential data breaches.
4. Protect your network: Companies need to utilize firewalls and virtual private networks to secure sensitive information.
5. Secure physical devices: All electronics and physical devices should be secured and locked so that access is limited.
6. Keep facilities safe: Offices and stores should be locked to keep them protected. 
7. Protect your website: Companies can reassure customers by using trustmarks on their website and utilizing strong anti-virus software.
8. Have clear cybersecurity policies: Companies should write a clear, well-planned policy that encompasses device use and how to dispose of secure information.
9. Dispose of products the right way: When devices are no longer being used, companies need to wipe all information from them and physically shred all paper documents.
10. Screen employees: Companies can limit their risk by screening employees prior to hiring them.  

References

Zhang, B. (2015, February 10) Delta Airlines' Facebook page was hacked by someone who posted obscene photos. Retrieved at:http://www.businessinsider.com/delta-airlines-facebook-page-got-hacked--obscene-content-posted-2015-2

Yamanouchi, K. (2015, February 10) Delta investigating hack of its Facebook page. Retrieved at:http://www.ajc.com/news/business/delta-investigating-hack-of-its-facebook-page/nj8BJ/#__federated=1

Stampler, L. (2015, February 10) Delta Airlines’ Facebook Page Got Hacked. Retrieved at:http://time.com/3703640/delta-airlines-facebook-page-got-hacked/

Mielach, D. (2013, July 1)10 Ways to Prevent a Data Security Breach. Retrieved at:http://www.businessnewsdaily.com/4714-prevent-small-business-data-breach.html

Building A Community: Etsy

Building a Community

Founded in 2005, Etsy.com is an e-commerce marketplace where creative individuals can sell items they make or build, ranging from art, furniture, clothes, accessories, vintage items and many other goods. The difference between this company and competitors like Amazon and Ebay are the wide range of handmade items sold on the site.  Etsy’s headquarters are located in Brooklyn, New Yorwith additional offices in California and upstate New York. They have expanded to include international locations including the United Kingdom, Ireland, Germany, Australia, France and Canada. (Etsy)

Etsy has developed a global community through social media. Etsy is established on Facebook with close to two million followers, Twitter, Tumblr, Pinterest, Instagram, Vimeo and Youtube. The company has utilized social media to provide some guidance, or present topics of interest for followers through their own curated boards on their brand page, but also include guest boards on Pinterest where an "expert contributor” can contribute pins. (Ray, 2013) Guests can include large companies like Whole Foods and Martha Stewart Living as well as individual artists. (Ray, 2013)There is a clear benefit for both Etsy and contributor, as they can gain more exposure and even establish relationships with each other.

The Etsy Facebook page has pictures of items for sale by various sellers with an opportunity for people to share or like the item along with a direct link to the Esty seller’s store to make a purchase. Videos on Facebook and Youtube also highlight the work of Etsy sellers that include their biography, how they actually design and make items. They have also created their own form of social networking called People Search which allows individual to connect whether buying or selling on the website. Etsy has established itself through social media and has a a large and engaged following. The have created activities like Small Business Saturday which has engaged small retail businesses to allow Etsy sellers to sell merchandise in actual store fronts known as “in store trunk shows”. (Fallon, 2014) This provides exposure for both Etsy sellers and local businesses. They have created and opportunity for Etsy designers to connect with and reach new customers, and establish relationships within their local communities. (Fallon, 2014)


Here is a great video about an Etsy seller!




The company also has a blog site where people can learn about new trends, featured stores and seller, gift ideas and learning how to make your own crafts. Users can then connect with the author and with each other to share ideas and thoughts. The bog is another example of how Etsy has grown its community.

The company has fostered a community around it’s brand by appealing to people with a creative spirit who want to share their work and for those who have a general interest in purchasing items that are handmade or local, instead of big name department stores and megastores. The have separate themselves from the competition including Ebay and Amazon through the unique items they sell at an affordable cost and at an international level. A majority of Etsy’s customers spend between $15-$20, and they charge a low fee to vendors for handling the payment transaction, and a small fee is charged per item listed in the crafter’s "store".  (Marc, 2014) The challenges for the company lie within keeping true to authenticity, which has lead to the company’s success. With the increase in demand for local, handmade items, sellers may face challenges to keep up with orders. This may pose challenges for the company as people, sellers and buyers, may become frustrated if issues arise. The company should place clear protocol to avoid this issue by creating a guideline for sellers to follow which would convey to customers the amount of items available. Despite possible challenges, the company is a proven success with gross sales in 2013 around the $1.35 billion mark. (Etsy)


Check out some of their sites!

https://www.etsy.com

https://blog.etsy.com/en/

https://www.facebook.com/Etsy

https://twitter.com/etsy/

https://www.pinterest.com/etsy/

http://vimeo.com/etsy



References

Ray, M. (2013, May, 27) 3 Creative Ways Brands Are Using Pinterest.Retrieved at: http://www.socialmediaexaminer.com/creatively-using-pinterest/

Fallon, N. (2014, October, 17) Small Business Saturday Connects Etsy Sellers with Local Shops. Retrieved at: http://www.businessnewsdaily.com/7309-amex-etsy-small-business-saturday.html

Marc (2014, October, 2) Stand Out from the Crowd-Examples of Differentiation.Retrieved at: http://www.entrepreneurial-insights.com/stand-crowd-examples-differentiation/

Etsy (NA) About Etsy. Retrieved at: https://www.etsy.com/about

examples of great customer service via social media

Checking in

Hello!

I just wanted to make sure that everyone understands the discussion questions. Remember to follow the guidelines that Professor Stevens has sent us and cite all of your work. Please let me know if you have any questions. Below are some articles that might inspire some thoughts:

http://www.nydailynews.com/news/national/biggest-corporate-social-media-fails-2014-article-1.2051168

http://blog.ebyline.com/2014/08/4-lessons-learned-big-brand-blunders-social-media/


Thanks!

Alina

Engage: Create True Dialogue with, and Between, Your Customers

Engage: Create True Dialogue with, and Between, Your Customers

 

In this week’s reading Kerpen states, “To be engaged means to be genuinely interested in what your customers have to say.” Companies and organizations that differentiate themselves from others are those that use social media to meaningfully engage their customers. They encourage dialogue between the company and consumer, as well as dialogue between consumers. The effectively gain customers attention, create a response and develop conversations. 

 

Please find an organization or company that either succeeded or failed at using social media to help them engage with their customers. Please provide detailed insight as to how your chosen example:

• Made a meaningful long lasting connection with consumers to create a sense of trust and loyalty? 
• Were there any missteps made?
• How did this either bolster or damage the companies reputation?
• What changes would you have made, if any?
• Why should they make efforts to use social media to engage with consumers?

This may include businesses, government organizations and nonprofit groups.