Does anyone remember back in the early to mid-90s when whether to launch a web site was still a decision? I was working for a firm then that did interactive design, in addition to traditional marketing communications. One of the big issues of the time was people registering domain names of companies that had not yet taken the plunge. So a big brand would go to register www.insertbrandnamehere.com only to find out it had been “hijacked” by some web developer seeking a huge bounty.

Now that recognized brands are setting up Twitter accounts, it seems like the same type of “brandjacking” is taking place. Just this week, I tried to look up two brands I wanted to follow on Twitter: BornFree and Method. When I know who I am looking for, my first step is often to enter www.twitter.com/theirhandle. But simply entering “bornfree” and “method” took me to unrelated accounts. While the users were not posing as the brands (or looking for a payout), the logical handles for the companies’ social media efforts were taken. Twitter, by the way, does have rules about people misleading followers with company names, logos and false information. My next step was a Twitter search that took me to relevant tweets about their brands, but not to their actual accounts. Ultimately, I found them via links posted on their corporate sites: www.twitter.com/newbornfree and www.twitter.com/methodtweet.

The motives of the handle-squatters may not be malicious, but you never want roadblocks between your brand and your customers. If a hijacker is seeking to harm your brand, Twitter will apparently suspend accounts where an overt trademark infringement is occurring within 48 hours. Unfortunately, it doesn’t take long for a rumor to turn into reality in the minds of consumers. Just ask Tommy Hilfiger.

Several months ago, we did an assessment of Twitter to determine its viability for a client of ours. We ultimately decided it was not the best use of the company’s limited resources. Their product is expensive, meant to last decades and doesn’t inspire the kind of two-way dialogue the channel affords. But we did take the time to register handles for other clients (with their permission) that should be considering Twitter. In fact, we’re starting to implement the social media strategy for one this week.

Bottom line: If you haven’t registered a Twitter handle for your company brand or name, do it now. Even if you never issue one tweet.

P.S. Our own Jennifer Leckstrom recently penned a piece on her local community’s use of Twitter, which ran on the cover on the paper!