Corporations, organizations, and individuals have been doing this “social media” thing for a while now. It was just destined to happen sooner or later. I’m talking about faking transparency. What’s even worse, sometimes it’s not an employee that is doing the faking. Jeremiah Owyang’s blog post, A Chronology of Brands that Got Punk’d by Social Media, added Exxon Mobil to the list in August due to a Tweeter imposture. A “Janet” created and replying to messages on the Tweeter account for Exxon Mobil without their authorization. Here is an example of one Janet’s Tweets.
The imposture accumulated a large following on Tweeter before being caught. This unpaid fanatic showed how easy it is to “brand jack” from a successful business. The spokesman for Exxon Mobil, Alan Jeffers, reported on the story to the Houston Chronicle article to clear up Exxon Mobil name. Alan Jeffers also admits that Exxon isn’t using any other social media outlets to communicate about its corporate operations. Biz Stone, the co-founder of Twitter, makes it clear that Twitter has polices that support company trademarks and brands. Since then, “Janet” has turned over the rights to Exxon.
Being laggards in the online world doesn’t cut it in today’s society. Not monitoring the Web for how a brand is being used or talked about will cost you. Shel Holtz was one of the first to recognize the copycat and believes this should be a “wake-up call” for organizations that are slow to pay attention to the social media space. For more on Holtz ideas on Exxon incident, click here.