In an earlier blog post this year, we covered Authentication on Social Media Platforms and the need for businesses to authenticate their social media accounts to protect their brand, credibility, reputation and accountability while advertising or otherwise engaging with their customers in the online space.
Various social media platforms offer the blue “verified” badge in order to help users more easily find public figures and brands, and protect these profiles from the high likelihood of impersonation. The blue badge verifies or authenticates the account as belonging to public figures, celebrities, government, businesses or their brands. While Facebook allows users to submit an application for authentication, other social media platforms like Instagram and Snapchat verify accounts on their own accord and do not let users request a verified badge (or special emoji in the case of SnapChat).
Recently, Twitter announced that it had created an online application process for authentication. Previously, Twitter did not accept verification requests from the general public, but rather automatically generated verification badges for high-profile accounts (e.g., highly sought users in music, acting, fashion, government, sports, business and other key interest areas). The new application process is great news for smaller businesses, those in a niche market or brands that have just started making a presence in the social media world. Twitter’s application process will now allow for brand protection of businesses that may not have reached ‘high-profile’ status by Twitter’s standards.
In order to be eligible for review by Twitter, the account must contain the minimum requirements, including a verified phone number, email address, bio, website, profile and header photo. In addition, the account holder must provide Twitter with information on why the account should be verified and supporting information that help express the account holder’s newsworthiness or relevancy in their field. If a request for verification is denied, the account holder may re-submit an application for the same account after a 30-day period from receiving the notification.
Consistent with good marketing and branding practices, Twitter also recommends that the official account:
- Reflect the name of the person, corporation, or brand
- Use a profile and/or profile picture that reflects the person, or corporation’s branding
- Have a bio section that specifies the area of expertise or company mission
As more and more businesses are capitalizing on having a presence on social media and engaging in online marketing campaigns, it is critical to brand protection and online credibility to help ensure customers know who they are engaging with. If you haven’t already, consider getting your business’ Twitter account verified.