For eyecare businesses working hard at building strong digital identities, social media isn’t just a marketing tool; it’s an extension of their brand. However, with increased visibility comes increased vulnerability. Social media-specific cyber risks can quickly escalate from annoying to damaging. One compromised account or fake profile could affect credibility, risk exposure of customer data, or even cause you to lose access to your own content.
More Than Just Likes + Follows
Your business’s social media presence is more than a highlight reel; it’s a trusted communication channel. If that channel is breached, it can jeopardize your reputation and sow distrust among your patient base. Imagine a scammer offering fake discounts through your hacked profile or sending phishing links requesting insurance information. It’s not just embarrassing; it can cause loss of revenue and tarnish public perception.
Top Social Media Risks
Hypervigilance begins with knowing how to spot potential threats and bad actors online, just as you do in store.
→ Account Takeovers: Being locked out of your account can be more than a hassle that eats up valuable time; it can cause you to lose access permanently. Weak passwords and a lack of two-factor authentication make business profiles easy targets.
→ Fake Profiles: Someone can create near-identical copies of your social media page—replicating your logo, photos, and tone—with the goal to deceive your followers, disguising malware links through fake giveaways and discounts while creating questions as to which is the authentic account.
→ Phishing Messages: Fraudulent messages or replies to your posts may look like they’re coming from a trusted source, tricking followers into clicking malicious links or sharing personal information. These schemes can lead to identity theft or data breaches.
→ Oversharing Operational Details: Although behind-the-scenes content can humanize your brand, posting too many internal details—like delivery schedules, staff absences, or how your systems operate—can leave your business vulnerable. Cybercriminals may use this information for social engineering scams or to plan in-person theft.
→ Disgruntled Staff: Never underestimate the nefarious nature of ex-employees. A former team member with admin access or insider knowledge can leak sensitive information or hijack your account.
Strategies for Staying Secure
Here’s how to safeguard your social presence without dimming your digital glow.
→ Lock It Down: Turn on two-factor authentication on all platforms. It’s the easiest first line of defense. Ensure the accounts authenticate to a device that is secure and connected to management or owners.
→ Think Before You Click: Be cautious of strange messages, even if they appear to come from known accounts. Always review the sender’s email address. If it’s unfamiliar, but a recognizable company you work with, reach out to the company by other means (such as calling or using an existing email contact) to confirm the authenticity of the link before clicking.
→ Report Impersonators: Regularly search for accounts using your business name, report fakes immediately, and share with your audience to ensure that they haven’t been duped into following.
→ Train + Curate Your Team: Build a social-savvy staff by educating them on spotting scams, using secure passwords, and responding appropriately to suspicious messages. You don’t want too many people floating around with access, so only grant social account access to trusted employees. If someone leaves the staff, revoke access immediately after offboarding.
→ Create Guidelines: Set clear expectations by educating your audience on how your business communicates and what you’ll never ask for online. Encourage followers to add your email and social media handles to their safe sender list to maintain a trusted line of communication.
→ Get Verified: Verification builds trust, boosts visibility, deters impersonators, and grants access to priority support, like faster help for account issues, impersonation takedowns, and platform tools.
→ Secure Your Name: Claim your business name on all major social media platforms, even those you don’t currently plan to use. This simple step helps protect your brand from impersonation, cybersquatting, or future confusion. By securing your handle, you maintain control across the digital landscape and prevent others from misrepresenting your business down the line. Think of it as digital insurance for your brand’s reputation.
→ Hope for the Best; Plan for the Worst: Create a quick action plan in case of a social media breach. Know how to contact platform support, have a backup contact list for patients, and be prepared to communicate transparently and promptly if an incident occurs. Patients appreciate honesty, and quick action can help maintain trust even in the face of disruption.