Brandjacking: How to Prevent Trolls and Other Internet Pirates From Harming Your Brand

Brandjacking isn’t new. These pranks, however, these are gaining visibility as social media becomes more widely adopted by the broader population.

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Last week, another major brand was hijacked online with someone who assumed a brand’s identity and engaged with individuals on social media under false pretenses. Sadly, this has become a way too common trend.

When global retailer Target announced it was removing gender descriptions from in-store signage within its children’s toy sections, many people reacted to this news via the brand’s Facebook page. Unsurprisingly, some of the posts included negative comments criticizing the company’s decision.

A Facebook account called “Ask ForHelp,” which used the Target logo as a profile picture, was created to impersonate Target customer service and responded to some of the unhappy customers with snarky, flippant answers.

Along with an official statement outing the stunt as being an incident facilitated by a fraudster, Target responded to the troll situation with humor.



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