By Sultan Riaz | Marketing Coordinator
If you were lucky enough to be on Twitter Monday afternoon, you likely witnessed the aftermath of Burger King’s Twitter account being hacked by the international hacktivist group Anonymous. Some marketing pundits are going so far as call this a “PR disaster.” Hyperbole aside, I agree that Burger King has a big task on its hands to ensure this type of situation never happens again.
That said I don’t foresee the #failurewhopper Twitter hack hurting Burger King’s business or reputation in the long term.
The nuances of the hack have been analyzed over and over, so there is no reason to go into them in this post. (The company has since apologized for the confusion caused by its Twitter account being compromised.) What’s important, however, is to examine what impact, if any, the hack will have on the company’s brand affinity with consumers.
When I first noticed the Burger King account hack the company had about 82,000 followers. A quick glance at BK’s follower count at Twitter, as of noon EST Tuesday (Feb. 19) shows the company has a little more than 112,000 followers. That’s an increase of 30,000 followers in just a few hours. That’s 30,000 new people, both current and potential customers, that the company can now engage, inform and influence through its Twitter account. (more…)