Hawk Tuah Academy Goes Global on Google Maps
It's too easy for anyone to change a Google Business Profile listing. We are now seeing it happening to schools around the world as the 'Hawk Tuah' meme takes hold.
We are seeing and confirming widespread reports of schools being renamed "Hawk Tuah School" on Google Maps. For those of you who've been hiding in a bear cave, this is a meme started in Tennessee by a preacher's daughter, caught on film after an evening out. The phenomenon of school renaming now appears to be global as well, not just across the US and Canada.
Hawk Hacking
We previously reported how easy it is to change business-critical information, like a phone number, on Google. But if you need any more proof that Google's "suggest an edit" feature needs "fine tuning" (fixing) look no further than one of the many schools that have had their name changed.
These "hacks" are not being done by evil-minded spammers that are outsmarting Google's sophisticated algorithms but by school children having a good time at the expense of their local school and Google.
Why Does This Keep Happening?
When asked, Google will say that this only happens in a very small number of cases and that they are taking care of it. The question that should be asked of them is: Why does it keep happening?
The impact of malicious third party GBP edits can be damaging to catastrophic for local businesses. While this is more amusing than damaging, it illustrates the scale of the problem.
If Google is going to fill the utility role of worldwide map and business directory provider, then consumers and business owners deserve better.