Managing Data Breach Communication on The Social Web


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This is an update on a presentation I made a year ago on data breaches. It includes a couple of slides on social web comment on the Heartbleed bug, in particular the role of Twitter as the key platform for comment.

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Managing Data Breach Communication on The Social Web

  1. 1. April 24, 2014 Discover Create Connect The Social Web Loves a Good Data Breach
  2. 2. Bill S-4: Digital Privacy Act 3 April 8, 2014 “Released today, the act was touted as an update to the Personal Information Protection and Electronic Documents Act. It requires organizations to tell individuals if they’ve lost any personal information, and if they could be targeted for risks like identity theft. They will also have to give individuals advice on next steps in protecting themselves, and they will have to inform the federal privacy commissioner about the data breach.” Candace So So
  3. 3. April 9, 2014 “The Canada Revenue Agency has shut down public access to its electronic services website over security concerns related to the "Heartbleed Bug," a newly discovered software flaw that has made information on many of the world’s major websites vulnerable to theft.” website-1.1767727#ixzz2yQ2W5k88
  4. 4. Top data breaches of 2013 6
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  8. 8. Frequent Social Web Crises Fast Formidable
  9. 9. ‘There won’t be a significant event in the future that won’t involve public participation… Social media (is) the sociological equivalent of climate change.’ Retired Admiral Thad Allen
  10. 10. Reputation and risk management models have to change
  11. 11. Cyber security communications is about Twitter
  12. 12. A recent retail data breach saw . . . 894,000 tweets in 10 days
  13. 13. Brand name + top ten words 894,000 tweets in 10 days
  14. 14. Heartbleed — Twitter Only Four days to peak
  15. 15. Heartbleed — Twitter + Facebook + Forums Little difference in impact
  16. 16. Graphic Credit . . .
  17. 17. Graphic Credit . . .
  18. 18. “[Brands suffering data leaks] should email people, post on Twitter, Facebook and address their customers where they are - you shouldn’t have to let people do a Google search or find out through word of mouth.” • Alys Woodward, research director at market intelligence firm IDC Europe
  19. 19. Speed works 1. Validate . . . then acknowledge as quickly possible 2. Provide interim action advice or comment (‘Change password immediately’ . . . ‘Do nothing for now) 3. Accept the need for frequent and timely communications (1-2 hours) 4. Use the social web for your own purposes to confirm commitment to protect customers Principles for managing a data breach crisis on social 24
  20. 20. And knowing social dynamics 5. Be transparent about the scope and consequences of the breach (can’t hide from the social web) 6. Use multi-platform communications (Twitter first of all, but Facebook, YouTube, etc.) 7. Use #hashtags related to incident so your info. is there in frame used to share news (Twitter/Facebook) 8. Use multiple media formats (visuals + video + text) . . . facilitates sharing and therefore amplification Principles for managing a data breach crisis on social
  21. 21. Use what’s available to you 9. Support amplification through paid/promoted tweets/Facebook posts 10. Reply to social web dialogue + questions with ‘confident humility’ 11. Commit to fixing the problem and/or your internal processes 12. Get ready now for the social web part of the crisis Principles for managing a data breach crisis on social
  22. 22. Data breach response team Privacy Officer Communications Legal HR Chief Information Officer Data Breach Response Team Risk Management Who Leads?
  23. 23. @boydneil Boyd Neil SVP + Senior Digital Strategist 416.892.6624