On Feb 18, word surfaced on Twitter that Burger King was sold to McDonalds. The fast-food company’s Twitter got hacked by an outsider who changed their profile picture to the Golden Arches and tweeted racial slurs and drug references, according to Yahoo news.
Instead of turning followers off, there was a 60,000 single-day spike in Burger King’s followers after the incident.
Once Burger King’s social media team got their feed under control, they disseminated this tweet:
“Interesting day here at BURGER KING, but we’re back! Welcome to our new followers. Hope you all stick around!”
This was effective because it reached their new followers directly, and didn’t ignore the situation. It’s important to have a crisis communication plan on hand to keep calm in situations like this.
As a public relations professional, how would you handle a hack attack?