In Tweet We Trust?

Until Andy Murray recently gave hope for a British man winning Wimbledon for the first time since his clothing’s namesake Fred Perry, the news here in the UK had been almost entirely full of stories about politicians, their inventive expenses and the political careers that had come to a premature end (or overdue end, depending on your point of view) as a result of the claims.

And yet the news that  one of the most senior members of Gordon Brown’s government was resigning doesn’t seem to have caused much stir at all. Just last week, David Miliband, the Foreign Secretary (equivalent to the Secretary of State in the US), used his Twitter profile to anounce his resignation:

Fake David Miliband Twitter Profile

You would imagine that news such as this would be on the front pages of every major news story, especially as so many of them had reported his tweet on Michael Jackson’s death (“Never has one soared so high and yet dived so low. RIP Michael”). But the reason that so few did report it was because of course it wasn’t actually David Miliband posting tweets: it was a couple of graduates who wanted to parody politicians, but ended up showing how gullible, or lazy, many journalists are.

But before all us bloggers start proclaiming how this shows that ‘old media’ simply can’t keep up these days, it’s not just journalists that fall for this sort of thing. Last year, the blogosphere was united in its praise of Exxon Mobil and its use of Twitter to connect with consumers. Except, of course, for the fact that once again, it was a fake account.

This has now become such a common occurrence that any number of celebrities now call their profiles the ‘real’ one. But despite this, it’s often difficult to tell reality from parody, and if you’re a multi-million dollar brand, that could be a problem.

In his (typically biting) post on the Exxon example, Drama 2.0 (a now retired web 2.0 satirist) argued that companies shouldn’t worry unduly about this sort of thing. When a profile only has 500 foloowers (as the Exxon one did) on a very niche site (as Twitter still was at the time), then it’s unlikely to cause much damage. But now that tweets make the front pages of national newspapers, and the news broadcasts on major TV stations, things have changed.

The two pranksters responsible for the Miliband account said that it demonstrated the need for verification on the web. And minutes after reading about their hoax I noticed that the official 10 Downing Street profile now has a verified badge, to promote the fact that Twitter has certified the fact that it’s actually being run by those Gordon Brown’s communications team.

Unfortunately for brands though, Twitter has said that it’s not currently running the verification programme for businesses, though it is inviting companies to express an interest in the service. One would think that installing something similar to the system Google uses to verify business listings would do very nicely.

And in the meantime, brands will just have to keep listening for people talking about them in the hope that they can spot these hoaxes before they gain too much traction. And all of us who write about the web, whether blogger or journalist, will have to start doing some of that pesky fact-checking before we pronounce on the latest celeb or brand to say something scandalous on Twitter.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: Social | Search & Social


About The Author: is the Head of Digital for Mindshare Ireland, as well as holding a global role for the media agency as Director, Emerging Media. At Mindshare he works with both local & multinational clients, helping them to integrate on & offline, and to utilise search, social, mobile & video in their broader marketing mix.

Connect with the author via: Email | Twitter | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • nickstamoulis

    I agree, a similar Google type verification would be perfect for business and personal brands on Twitter. Hopefully the powers to be at Twitter will listen as more companies want this feature for their account…

  • Charleshgreen


    Congratulations on having your post selected for the July Carnival of Trust, hosted this month by Adrian Dayton at .

    The Carnival of Trust is a monthly compendium of the best posts loosely related to the subject of trust. Hosted on a rotating basis by thoughtful and critical hosts like Adrian, the limited (10 or so) selections each month are intended to bring good ideas to the Carnival’s readers, and respect (and readership) to the blogs selected. (A history of past Carnivals can be seen at ).

    Again, congratulations on your selection for the July Carnival of Trust.

    Charles H. Green
    Trusted Advisor Associates


Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide