The social media brandjack, when a fake social media profile for a brand is set up without their authorization, might make some companies unhappy, but can actually be an excellent opportunity.

The social media brandjack, when a fake social media profile for a brand is set up without their authorization, might make some companies unhappy, but can actually be an excellent opportunity. Arby’s was recently brandjacked by Twitter feed “Nihilist Arby’s,” which sends out hilariously depressing, absurdist tweets about life and Arby’s food. The account has become a “Twitter sensation” earning thousands of followers with 113% per follower “engagement rate” (think retweets) in the past month; far, far more than the real brand’s 4.3% engagement rate. However, Adweek points out that Nihilist Arby’s cynicism and popularity “is probably unwittingly” helping increase sales at the real Arby’s. (Grub Street, Adweek)