Cyber-Squatting

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Cyber-Squatting (AKA domain squatting) occurs when someone registers or uses a domain name in a bad faith intent to profit from the goodwill or trademark of another. Federal laws (like the Anticybersquatting Consumer Protection Act) protect you against such practice – but how do these protections impact emerging Web 2.0 channels?

For instance, this past August Computerworld’s Heather Havenstein blogged about Exxon’s Twitter experience. In her post and supporting article, Havenstein recounts how “Janet” set up a Twitter Account, branded as Exxon Mobil although she has not affiliation with the company. The Twitter site is active but requires acceptance from the owner. The Exxon Mobile Twitter account is said to have legitimate Tweets, actual images and some truths.

Exxon may not be the last, according to a UK-based survey (detailed in Heather’s post) nearly 70% of the Financial Times Stock Exchange 100 (FTSE) companies have left their company name or brand ID unclaimed on Twitter.

As our web-based culture continues to evolve, companies need to know where their name is referenced and take the necessary steps to secure branding in all applicable channels. Many companies are still hesitant (or don’t know) to enter into the Web 2.0 realm, obviously Exxon would prefer to own an inactive account (or other Web 2.0 channel) rather than having it owned by an outsider. So in spite of your company’s Web 2.0 stance, consider securing available venues – holding these sites safe is your first step in ensuring success once you’re ready to market in the 2.0.