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Showing posts from November, 2012

Online Brand Protection: Why You Need to Register Your Brand on Social Sites

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In December 2009 four Eurostar trains were trapped in the tunnel under the English Channel for many hours after melting snow caused electrical failures. Passengers trapped in the trains looked to the @Eurostar Twitter account for information but soon discovered that this account belonged to a student in Shanghai. According to a Techcrunch article at the time the only Twitter account controlled by the company was @LittleBreak, a promotional account.  Eurostar has learnt from this experience. They now own the @eurostar account and use it to engage with passengers, but it seems that many other businesses have still not learnt this lesson.

Few companies today would ignore Twitter, Facebook or YouTube completely, but many have a confusing presence with multiple official and semi-official accounts. It can be hard for consumers to distinguish between these and fan sites. On second tier sites like Pinterest many brands are completely absent. Maybe you are thinking that your company doesn…