Hacking up a brand

It's all fun and games until somebody gets hurt... or loses billions of dollars.

People used to talk about the web in utopian terms as a source of pure information, unfiltered by the biases of editorial boards in the news media. Then something like this happens.

Now it's a source of pure disinformation, spreading rumors, innuendos and lies faster than pictures of Anthony Weiner's weiner.

If you're not ready for this new world, too bad. It's here. Deal with it.

1. If you have accounts monitor them constantly. As the AP hacking proved, waiting just a few minutes to react can be devastating.
2. If you aren't on social media, monitor your brands to make sure no one is using your name in vain.
3. Have a plan in place for when your accounts are compromised or a fake account is created in your name.
4. Don't leave your social media efforts to interns. It must be in the hands of people you trust.
5. While one person should be directing your social media efforts several should have access in case your primary contact is unavailable or – and yes, it happens – the source of the malfeasance.

Digital communications are powerful tools. They can be used to create great value for a company. But they can destroy your reputation even faster if they're not managed professionally. And even then, bad things happen.

Good luck.