Tuesday, May 29, 2012

Does the Potential Benefits of Social Media Out Way the Potential Risk?


Organizations are spending more and more marketing dollars towards building a social media presence online hoping to leverage this tidal wave of connections and its potential to gain greater visibility with existing clients and new prospects among other things. On the surface this may seem a viable, low barrier to entry, and cost effective strategy to pursue but can be a dangerous approach if not carefully planned with an understanding of the security challenges.


A very interesting article on BusinessWeek, 'Likejacking': Spammers Hit Social Media by Olga Kharif, provided a better insight into the potential risk. An excerpt from the article:

"Spammers create as many as 40 percent of the accounts on social-media sites, according to Risher. About 8 percent of messages sent via social pages are spam, approximately twice the volume of six months ago, he says. Spammers use the sharing features on social sites to spread their messages. Click on a spammer’s link on Facebook (FB), and it may ask you to “like” or “share” a page, or to allow an app to gain access to your profile."


What is the current cost of being part of the social media marketing engine and what is the potential long term impact as a result of this endeavour. Are you putting your reputation, clients and/or prospective clients at risk by pursuing this avenue. I can still remember the challenges with email during the early days of email security efforts. Are we potentially opening pandora's box before understanding the challenges and consequences of this approach. Is leveraging the raw potential of this avenue worth taking the risk it could present?

Something to think about!

1 comment:

  1. Many businesses now get social media and can see the benefits, but they also need to have a handle on the risks and have ways of dealing. instagram followers bot

    ReplyDelete