比特幣交易所被黑後的危機管理
Visit Reddit now for a live case study in corporate communication, bitcoin-style.
現在上Reddit，你可以實時觀看一個有關企業溝通的案例研究，還是比特幣類型的。
Zane Tackett, director of community at Bitfinex, a Hong Kong-based bitcoin exchange, has been using the social news platform to handle panicked users’ questions about a security breach since shortly after it was announced on Tuesday.
香港比特幣交易所Bitfinex週二宣佈遭遇黑客入侵後不久，其社區總監贊恩•塔克特(Zane Tackett)就一直利用Reddit這個社交新聞平臺來處理恐慌用戶的問題。
When Mr Tackett finally took a short break from the social news platform on Wednesday, one user called JustSomeBadAdvice wrote: “Dude, you are a TROOPER. 12 hours . . . 330 posts, and god knows how many PM’s [private messages] you responded to. Bash Bitfinex all you want people, but this is some serious dedication.”
週三塔克特終於暫時離開Reddit，稍事休息，這時一個名爲“JustSomeBadAdvice”（中文意爲“只是一些糟糕的建議”）的用戶寫道：“哥們，你是一個猛士。12個小時……330條消息，天知道你還回復了多少條私信。大家儘可以猛批Bitfinex，但這真是夠敬業了。”
Whether this is a good or a bad case, though, will depend what is left when the blizzard of communication has finally blown through.
然而，這是一個好的案例，還是一個糟糕的案例，要看信息暴風雪過後還剩下什麼。
Mr Tackett has been explicit about what he does not yet know. Early in his Reddit marathon, answering a question about who was to blame for the breach, he posted: “We’re still investigating the hack to figure out exactly how we were compromised, but it does look like it’s on us.”
塔克特對於他目前還不知道的情況直言不諱。在Reddit上進行問答“馬拉松”不久，在回答有關誰該對這次入侵負責的時候，他發消息稱：“我們還在調查此次黑客入侵，以搞清楚我們是如何陷入危險之中的，但目前看起來責任在我們身上。”
Candour is better than bluff but at this early stage in handling the crisis, it may not be better than silence.
坦誠相告比故弄玄虛好，但在處理危機的早期階段，坦誠相告或許並不比保持緘默好多少。
When Dido Harding, TalkTalk’s chief executive, announced last autumn that the UK telecoms group had suffered a cyber attack, she started by implying it could affect all 4m customers.
當TalkTalk的首席執行官迪多•哈丁(Dido Harding)去年秋天宣佈這家英國電信集團遭受網絡攻擊的時候，她一開始就暗示400萬用戶可能都受到了影響。
In due course, it became clear that only 156,000 had been afflicted. Baroness Harding stood accused by some of not having properly explored the extent of the crisis before she went public — not to mention having underestimated the risk of attack in the first place.
不久後卻發現只有15.6萬名用戶受到影響。一些人指責哈丁女男爵沒有在告知公衆之前適當地估計事件的嚴重程度，更別說最初還低估了受到攻擊的風險。
In the fluid, unregulated and far from transparent world of bitcoin, the credibility of the currency and its exchanges rests on communication, for good or ill.
在不穩定、不受監管、非常不透明的比特幣世界，貨幣的可信度和交易都依賴溝通，不管這是好事還是壞事。
That means that while there is greater potential for free expression — by users and exchanges — there is also a far greater risk of misinformation than in areas overseen by watchdogs and governed by strict rules of public engagement.
這意味着，儘管比特幣領域在自由表達方面擁有更大潛力——對用戶和交易所而言都是如此——這個領域受錯誤信息所累的風險也比受監管部門監管、受嚴格的公共參與規則管制的領域要大得多。
Established companies that chose to imitate Mr Tackett’s approach would also find they had tied up valuable resources in micro-communication just at the moment where they might need those people to handle the underlying crisis.
想要效仿塔克特策略的老牌公司也會發現，在他們可能需要人員來處理危機的時候，他們把寶貴的資源搭在了微通信(micro-communication)上面。
Imagine the chief executive of Northern Rock in 2007 bashing out emails to reassure individual depositors about the safety of their savings to stem a run on the bank. Or the chairman of Johnson & Johnson in 1982, calling customers one by one to explain the Tylenol product recall (still the best-known case of crisis communications).
想象一下2007年時北巖銀行(Northern Rock)首席執行官發送大量郵件，試圖讓個人儲戶相信他們的儲蓄是安全的，以防止銀行遭到擠兌；或者1982年強生(Johnson & Johnson)董事長挨個給顧客打電話解釋泰諾(Tylenol)產品召回事件（這依然是最知名的危機溝通案例）。
Bitfinex has little choice but to engage with agitated social media users. It will, however, be a sign that bitcoin has truly come of age when an exchange’s reaction to crisis is an old-fashioned statement and a simple “no comment — watch this space”.
Bitfinex別無選擇，只能與激動不安的社交媒體用戶接觸。然而，當一個交易所對危機的反應是發佈老套的公告、並附上簡單的“無可奉告——參看這個頁面”時，那就表明比特幣真的發展成熟了。
