Business impersonation scams can damage your brand's reputation and result in financial loss and bruised trust among customers. If you discover that you are being impersonated, it's critical to act as swiftly as possible and do so strategically.
"Business impersonation can take many different forms – all of which can be damaging to your business," explains FightCybercrime.org.* "One common form of business impersonation is when someone creates a fake website or social media account that looks identical to your real one. They may use this to collect sensitive information from your customers, such as credit card numbers and login credentials, or they may use it to send out spam messages or even viruses."
Deal with the situation immediately upon discovery. The following tips will help you do so.
Identify the Scam
First off, identify the scam and try to determine its scale. Pay attention to complaints or unusual activity that customers report. If they claim to be receiving unusual emails claiming to be from your business or finding odd websites or social media accounts associated with your business, investigate promptly.
Determine the elements of your business that they're copying and take notes and screen captures of what you find.
Let Your Customers Know
Be sure to let customers know that you are being impersonated so they can be on the lookout and avoid falling prey to the scammers. Keeping them informed will also help maintain their trust while also showing your initiative in dealing with the problem at hand.
Let customers know through social media posts, messaging on your website, and in email messages. Provide as much detail about the scams as you can so they know exactly what to look out for. If you have spotted fake domain names being used, call these out specifically. Educate them about phishing attempts and debunk any false claims being made by the scammers.
It can also be helpful to give them away to report suspicious activity so you
can stay on top of it.
Report on the Scam to the Authorities
Let the authorities know about the impersonation. You can file complaints with the Federal Trade Commission (FTC), the Internet Crime Complaint Center (IC3), and/or the Department of Business and Industry Nevada Consumer Affairs. You can even notify the police, especially if there is direct financial harm being committed. Share a detailed account of the scam, as well as any evidence you've obtained, such as fake emails and websites or screenshots of suspicious activity.
You can also notify social media sites and domain registrars, as the scammers are likely violating terms of service on these platforms. They may be able to help you get them removed.
Monitor Online Activity
Monitor the online activity associated with your business to the best of your ability. Use Google Alerts so that you're notified any time your brand or product is mentioned online. Keep an eye on social media platforms, online marketplaces, forums, and search engines. Search for your brand to see any place scammers might be trying to interact with your customers. The more closely you are able to follow all of this, the better you'll be able to catch examples that you can add to the evidence.
Educate Your Staff
Make sure your staff knows what's going on and recruit their help in trying to catch further instances. Train them to recognize phishing emails, fake profiles, and other types of impersonation. Develop protocols so they know how to respond and report incidents to management and/or the IT team. Keep them updated on emerging tactics and provide security training. Customer service and sales teams should also be kept up to date so they are able to answer questions they may receive from existing and prospective customers or clients. It may even be worth providing them with scripts that address the issue.
Discuss the Matter with Legal Experts
If the problem is big enough, it may be worth pursuing legal counsel. Talk to an intellectual property attorney to better understand your rights and what options you have to fight back legally and protect your brand. They may be able to help you register trademarks and copyrights that make the legal battle easier for you, or they can help you in sending cease-and-desist letters to scammers.
You must take business impersonation scams seriously. Not to do so puts your brand and reputation in harm's way. Identify the scam, be transparent with customers, speak with the authorities and legal experts, and keep an eye on the situation while enlisting the help of your staff.impersonation scams seriously.
