I recently read an insightful article in AdAge about global companies that face a Twitter squatter problem. One such company is Hyundai, which does not have control over the @Hyundai name on Twitter. Read the full article here . Companies like GM, General Electric, Burger King Volkswagen, Nike and Walmart DO NOT have control of their brand names on Twitter!
This time Caribbean companies are not behind other companies, this is a global problem: Companies have been slow to protect their brands and trademarks on an emerging online platform, just like how companies were slow to do the same when the World Wide Web was taking off.
Many companies have not bothered to register a name on Twitter because they don’t intend to use the platform or are not sure how to use it for their benefit. However, the reason to register the name is to PROTECT your brand. The last thing you want is someone to register your brand name and then start posting as you. This goes doubly for politicians and political parties.
Kudos to the JLP in Jamaica for having an active Twitter account - @JLPjamaica. I had to register the PNP’s own @PNPJamaica with plans to hand it over so that my column would not lead to any mischief (Yes, @brucegolding is already taken).
I took the liberty of protecting one of Jamaica’s most well-known exports: Red Stripe Beer. I registered @redstripebeer and created a gmail account just for it so that I can hand it over to the proper parties. I decided to do this because Diageo does not have control of its own brand name on Twitter so I did not expect this article to do much in pushing them to register Red Stripe. I can be reached at david.mullings@gmail.com or 876-351-4038
Lesson to companies: Register your brands and trademarks on emerging platforms just to protect them. It does not matter if you do not plan to use them.
Want to be notified when there is new content to read on SiliconCaribe? Then Subscribe.
Related Posts
An Interesting Use For Twitter
How I doubled my followers on Twitter in 24hrs in 5 steps.
How to grow your brand on Twitter
Top 5 Reasons Why Dancehall / Reggae Artistes Should Be On Twitter
My question to you David is it your intent to just hand these registered twitter accounts over to the brands who own the names?
Based on Twitter terms and use any brand can and may take possession of the account based on trademark, however a lot of them tend to go another way by registering another account.
Local brands are slowly trickling into the social media space and to their own dismay, this will turn into a situation just like the domain squatting during the dotcom boom.
November 9th, 2009 at 5:42 pm
[...] at Silicon Caribe, Ingrid Riley notes how brandjacking is affecting big brands like Hyundai and Nike, as well as Caribbean [...]
November 9th, 2009 at 6:56 pm
Good question Dane!
November 9th, 2009 at 11:52 pm
Dale, valid question.
Take the time to read the linked story on AdAge regarding the experience to date of the firms that own the trademarks and have actually tried to get them back.
Twitter is not exactly the most responsive company based on the stories.
As for your question on just handing over the accounts: Yes I intend to hand over the accounts free of charge. I believe that it is unethical to attempt to profit from trademarked terms and surely would not want someone to capture my term and then try to charge me for it.
“Do unto others as you would have them do unto you” is what I live by.
November 10th, 2009 at 2:36 pm
i just love to Twitter everyday with my friends. Twitter is much better than blogging in my opinion and it is very addictive too.
. “
December 6th, 2009 at 4:33 pm
Twitter is some ways is much better than blogging. I love to Twitter my everyday activities on my friends and relatives.
***
December 25th, 2009 at 5:15 am