Social tools, and by association our social personas, are 'protected' by passwords in the programs we use to update and manage our social profiles.
However, most people already feel inundated by the demands of a digitally-driven, password-protected world. Annual surveys of the '10 Worst Passwords' continue to find that both individuals as well as major brands routinely use overly simply passwords, or use the SAME password for many different accounts, or allow many different users access via a single password to an account that can significantly affect the brand. A recent survey, for example, found that many people use the word "PASSWORD" for their password!
How secure is your own social persona, or that of the brand you manage?
Burger King found out the hard way how important it is to secure access to social accounts when its primary Twitter account @burgerking was hacked, and changed to...McDonalds!
As Gizmodo put it, if you are a burger company, you don't want to have "cheese" as your password.