SIX automates key cybersecurity tasks to actively protect itself against social media threats

Creating a social media compliance hub

After an audit, SIX found that its existing social media management platform wasn’t efficient or scalable enough for an organization that prides itself on a reputation for reliability, security, and quality. 

SIX chose to work with Hootsuite Enterprise, and made Hootsuite the compliance hub for social media. They quickly set about addressing issues they had found during their audit, including:

• Gain the ability to identify and delete unauthorized profiles, such as someone pretending to work for the company or an employee posting about the company
• Make it easier to regulate access to social media accounts
• Establish clear social media workflow and content approval processes
• Help their social team more efficiently monitor relevant conversations on social media 

After an audit of official and unofficial accounts, SIX closed 80 unofficial accounts—including dozens of fake Facebook accounts.

We detected a large number of fake accounts we had no idea existed.

Building a collaborative social media team

SIX rolled out Hootsuite across four departments, setting up workflows for approvals and crisis management, and providing support to help teams identify potentially damaging fraud.

Social media team members can now assign tasks within the four departments if they see important social media conversations or content that need to be addressed. If necessary, the team can use Hootsuite to engage in these conversations. Everyone has full visibility of what’s going on in the dashboard at all times.

For SIX, a major benefit of using Hootsuite was the ability to integrate two powerful security and brand monitoring tools—ZeroFOX and Brandwatch—to proactively monitor social media account security.

We set up each of four department’s teams within Hootsuite. This enables them to collaborate within the platform, and use Brandwatch and ZeroFOX, from one dashboard.

                  

• 

  Identifying and addressing social media risks quickly with ZeroFOX

  ZeroFOX enables SIX to quickly identify and remove non-compliant, fake, or otherwise potentially damaging content. The integration within Hootsuite allows members of the SIX social team to see a feed of ZeroFOX alerts within their Hootsuite dashboard. ZeroFOX proactively searches for fake SIX account profiles, and warns SIX if any of their existing profiles have been hacked, changed, or misused.

  Because ZeroFOX has special relationships with all major social networks, it’s easy for SIX to request to take down a malicious message or fake profile with the click of a button in the Hootsuite dashboard—and ZeroFOX does the rest.

  SIX now saves valuable time and resources by automating what was previously a time-intensive manual task, freeing up valuable resources they can allocate elsewhere.

• 

  Using Brandwatch to monitor social conversations

  Brandwatch is a social listening tool used for reputation management. Like ZeroFOX, it is seamlessly integrated into Hootsuite and alerts SIX about the social buzz around the company and its industry.

  Brandwatch flags brand mentions, alerting the team any time SIX is mentioned so they can respond appropriately. It also helps them track positive and negative brand sentiment, giving them insight into topics their community is discussing and helping them plan their content strategy. And it enables the team to monitor a wide range of topics and keywords for potential red flags, positioning them to quickly respond to potential PR crises.

  In the event of any crisis, the social media team can now be involved immediately so they can use Hootsuite to monitor and report on the crisis in real time. They can also monitor hashtags and keywords around the crisis.

• 

  Putting training at the center of their social strategy

  SIX recognized early on that providing the right training and ongoing support would be key to the success of their new social media management platform rollout.

  The onboarding phase for Hootsuite Enterprise included web-based end-user and admin training sessions, as well as interactive practical training led by the Hootsuite team at the SIX offices in Zurich. ZeroFOX also participated in the on-site kick-off for this partnership and delivered further training to help the SIX team protect the company brand and their clients on social. This included security best practices for keeping both corporate and employee social media accounts safe from cybercriminals and scammers.

  Brandwatch and ZeroFOX also ran focused web-based training sessions around how to best use their tools. The SIX team now offers ongoing internal training, including video training on social media guidelines.