A Twitter ORM case is unfolding as we speak. Someone has started a Twitter account for the "direct response and retail" company Homemark and is tweeting decisively negative ideas from this account.
The account currently has only 33 followers, but not so long ago had 6, so there is certainly growth happening. Someone is unhappy, and taking steps to get noticed. Homemark is in a difficult situation, especially given that the Homemark account name is now already in use. The lesson here is that brands should - at the very least - register accounts that will mean they own their brand names on Twitter. With the way Whole Foods or Dunkin Donuts' use their accounts - to engage with their customers - being the ideal.
Twitter's terms of service cover name squatting and trademark infringement, but it's unclear at this stage whether the false account would be shut down by Twitter.
This stuff is fascinating, I'm curious to see what happens.
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I am foreseeing a law suit, remember the recent QVC lawsuit against a South African Blogger. Although the blogger in question was merely raising his concerns, this case with Homemark seems more malicious in intent. I wonder if Homemark knows?
Posted by Marco Valente on 2009/02/19