Vitaly Kamluk, Kaspersky Director of Global Research and Analysis for APAC, explores the impact of social media activities on our digital reputation, as well as those of brands and companies!
Digital Reputation : What Is It?
Digital reputation is the online version of good old fashion reputation. The only difference is that it is defined by our online behaviour and what people are saying about us, or the brand.
In short, our digital reputation is a combination of our digital footprint, and the impact it has on how other people perceive us, or the brand.
As the world becomes more connected, digital reputation is becoming more than just important – it is now critical to the future and success of any individual or corporation.
This has led to a shift in how people and brands behave online these days…
As Jesmond Chang, Head of Corporate Communications for Kaspersky APAC, shared above :
- 32% of social media users in APAC use anonymous accounts
- 50% of social media users in APAC avoid companies that are involved in a scandal, or had received negative news coverage online
- 40% also stopped using a company’s or brand’s products once they are embroiled in some kind of online crisis.
Kaspersky on APAC Digital Reputation Threats!
At the 6th Vitaly Kamluk, Kaspersky Director of Global Research and Analysis for APAC, shared the latest threats to digital reputation in the APAC region, which is precipitated by the COVID-19 pandemic.
“One of the most visible effect of this pandemic is how it forced everyone, from individuals to the biggest companies, to shift a lot of their activities online.
This dependence, triggered by our need to secure our physical health, also pushed us to increase our social media use, either to connect with our distant loved ones, to give support to our community, to entertain ourselves, or to get hold of products and services that we need.
Parallel to this trend is the opening of wider doors for cybercriminals to exploit”
With many employees working from home, cybercriminals have found new ways to exploit this situation :
- brute force attacks on database servers increased 23% in April 2020
- Malicious files planted on websites increase 8% in April 2020
- Network attacks and phishing emails also rose
Kaspersky themselves reported an increase of unique malware samples from 350,000 per day pre-COVID, to 428,000 per day!
With the increased reliance on online services, including remote work and learning, e-commerce purchases and a greater adoption of e-wallets, the 2020 threat landscape appears to favour cybercriminals.
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