How should you react if your brand (or your own persona for that matter) is being impersonated on Twitter or another Social Media platform?

Mike Werch was the imposter who tweeted as ‘HJ_Heinz’ for a couple of weeks, until Twitter removed his account. Here is an interesting interview with him on the prTini website.

How would you react if you were Head of Brand at Heinz? Would you get the account removed and try and bury the incident or (assuming they weren’t being derogatory about your company), get them on-board as a brand ambassador?

Heinz, for the record, have decided not to contact the Twitter imposter.