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Securing your social networking brand

By | March 4, 2010, 9:04am PST

Summary: The hope for the hacked is the event only becomes an embarrassment.

Jennifer Leggio is at RSA Conference

Guest editorial by Branden Williams

Social networking sites as innocent as LinkedIn and as provocative as Twitter (have you seen my stream?) have now become a personal branding vehicle many professionals. Some of us have had the unfortunate experience of losing a job we barely had thanks to social networking. Others have seen it as the boost to their career they have been wanting for years. Let’s talk about security in the context of the latter.

When I moved my blog to a setup I administered, I made two commitments to myself. The first is that I would make frequent backups because there has yet to be a flawless content management system introduced to the market and I could only assume I would have some kind of security problem along the way. The second was that I would pay money to wrap my entire blog inside an SSL stream.

My primary goal with forcing all of the traffic through and SSL tunnel was to seamlessly provide a way for me to connect and administer the content from anywhere (like a coffee shop I frequent) without fear of my credentials being snooped. Like most of us out there, I’ve hacked together some security tricks that work 95% of the time, but require some attention when they break. I didn’t want to be fiddling with a broken SSL stream when I had an inspiration for the next pile of brain vomit for my blog.

While I realize that at some point in my life my site will probably be hacked (odds are NOT on my side here), I’d rather it be because of a software bug and not my credentials being stolen.

But what does that mean for those of us that choose to further build our brand and professional identity through other social networking sites like Twitter, Facebook, and LinkedIn?

Not only are strong passwords a requirement, but it is critical to ensure the sites you use take adequate precautions to protect your credentials during the login process. It’s one thing to log into a site that does not protect credentials when you are sitting on your couch, but it is entirely another problem when you are on the road trusting your hotel, coffee shop, pub, or airport to protect your credentials in-flight.

The hope for the hacked is the event only becomes an embarrassment. Many of the compromises I have seen are not taken seriously enough to tarnish someone’s reputation, even if it stands as a permanent embarrassment that the guy that had it happen to him. The more sophisticated attacks create significant cause for concern. If malware-laced links all the sudden started showing up on your social media stage, you may become part of a launch vehicle for malware. If you frequently post links to other sites or news items, the likelihood of a follower clicking a malicious link greatly increases.

What can you do? The first step is to make sure that you actually take password complexity seriously. There are too many tools available to create and securely store random passwords for these sites to claim that you can’t remember yet another password.

The second is to consciously be aware of which sites allow you to submit passwords in the clear. Facebook, for example, handles login credentials over SSL streams. What about your blog software? Be conscious of where and how you log into these sites.

Finally, check yourself out! Sure, you can do it in front of a mirror and do your own special version of Blue Steel, or more productively you can regularly review your social media sites and look for strange activity. If you run a blog, be sure your software is up to date, and regularly review it for hidden links.

Don’t be afraid to use these tools, but be aware of what can happen once you have a following. Protect your online persona just like you protect your physical one!

Branden Williams is the director of the security consulting practice at RSA, the security division of EMC.  He is a published security author who regularly writes and consults on key security issues that impact today’s global business.  Branden lives in Texas, loves BBQ, flying, and a great brewpub.

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Topics

Jennifer Leggio, aka "Mediaphyter," writes about the "social business" side of social media - including enterprise, security and reputation issues.

Disclosure

Jennifer Leggio

Jennifer is employed full-time with Fortinet, a leading network security appliance vendor. She is also actively involved in the network security community and works with the Security Bloggers Network. She co-manages the annual Security Bloggers Meet-UP at RSA Conference.

Jennifer is also involved with Silicon Valley Tweet-Up, a philanthropic networking event that brings people together to raise money for local family-oriented charities.

The blog posts here are solely her opinion and do not represent her employer or any other organization with which she may be affiliated.

Biography

Jennifer Leggio

Jennifer Leggio (@mediaphyter) has been a communications professional for more than 15 years, focusing primarily on enterprise technology and security. She is currently the director of strategic communications for a leading network security vendor. Jennifer is also passionate about all things social media, especially enterprise, security, privacy and reputation issues, which is why she writes about these things for ZDNet.

A well-connected communicator, Jennifer has led or supported interactive social networking efforts for security industry conferences including RSA Conference, Black Hat USA and SOURCE Conference, and founded the Security Twits, a community for network security professionals. She also helps run communications for the Security Bloggers Network.

Finally, Jennifer co-hosts the Quick'n'Dirty social media podcast with Aaron Strout, is a founding member of Technically Women, a communal blog project, and manages marketing and public relations for Silicon Valley Tweet-Up, a networking group that raises money for family-oriented charities. Jennifer was profiled in Silicon Valley San Jose Business Journal's "40 Under 40" edition, as a rising star for 2009.

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RE: Securing your social networking brand
harpointner 28th Nov 2010
Excellent topic. As with any marketing channel, there are definitely right and wrong ways for businesses to go about using social media. Our experience in consulting companies in various industries on the do's and don'ts led me to write this short article: "10 Social Media Pitfalls Businesses Must Avoid": http://goo.gl/xX3iN

I hope this helps marketers avoid making some costly and embarrassing mistakes. If you find it useful, I invite you to stay connected with me on Twitter: @TomHarpointner

CEO, AIS Media, Inc.
http://www.aismedia.com
0 Votes
+ -
"Facebook, for example, handles login credentials
over SSL streams. "

Only if you intentionally add https to the URL.
Otherwise, you get the non-secure site by default.
0 Votes
+ -
The Login is SSL
dunraven 4th Mar 2010
The login itself posts back as SSL: https://login.facebook.com/login.php?login_attempt=1

Putting HTTPS into the URL to access Facebook will make all content come to you securely as well (and may leave you on all-SSL).
0 Votes
+ -
Well as for secure passwords and changing them regularly
- have you ever tried password managers? They are very
great tools for that. I have more then 100 accounts and
passwords, so it is inevitable for me, since I don't want to
just write them down on paper or anywhere else. There are
many products on the market - Roboform, Keepass,
Lastpass. I use Sticky Password, because I had never
problems with it in comparison to others.

http://www.stickypassword.com
0 Votes
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RE: Securing your social networking brand
gregorycreaser 22nd Mar 2010
"Protect your online persona just like you would your personal one"... seems reasonable, yet so hard for some folks to understand. Is it the "it will never happen to me syndrome" I was stuck in JFK JetBlue last week, awesome new terminal, state-of-the-art gate, aside from the mult-star restaurants it is computer mecca. As I was "recharging" I launched the lap and jumped right on the internet and thought I would get some banking done. The thought pattern didn't even finish its stream before I stopped myself from typing and laughed. I mean I work for VeriSign and I do know better. Realizing I was laughing out loud /ahem. not to myself/ I looked around and all of a sudden everyone looked suspicious. I did finish my daughters birthday shopping but only on sites where they have Extended Validation SSL, the neon green url, as I call it. Some online retailers invoke EV SSL at the registration/sign on level So your information is secure through the entire transaction. Those are the sites that deserve my business.
0 Votes
+ -
RE: Securing your social networking brand
harpointner 28th Nov 2010
Excellent topic. As with any marketing channel, there are definitely right and wrong ways for businesses to go about using social media. Our experience in consulting companies in various industries on the do's and don'ts led me to write this short article: "10 Social Media Pitfalls Businesses Must Avoid": http://goo.gl/xX3iN

I hope this helps marketers avoid making some costly and embarrassing mistakes. If you find it useful, I invite you to stay connected with me on Twitter: @TomHarpointner

CEO, AIS Media, Inc.
http://www.aismedia.com

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