yahoo-password-hackedIt’s official: If Google is the Facebook of free email services, Yahoo isn’t even good enough to be compared to Myspace – Friendster is more like it. For many months, countless Yahoo users have seen their email addresses compromised by global hackers.

This isn’t the first time that Yahoo has faced internet security scrutiny. In 2012, nearly 500,000 Yahoo IDs and passwords were posted online. In fact, Yahoo has had prominent hacking scandals as far back as 2008, when former vice-presidential candidate Sarah Palin had her Yahoo emails compromised. Considering that Yahoo is the third largest email provider after Google and Microsoft, you’d think that they’d be more aggressive and capable of fighting against these hackers. But that hasn’t been the case.

Since January 2013, Yahoo email hacks have been so consistent that even the FBI has gotten involved. Operations in the Russian Federation and other places around the world are being investigated. While it’s great that actions are being taken to track and persecute these criminal hackers, why is it that Yahoo’s security is so…dismal?

Can’t Compare to the Competition

When was the last time that Gmail or Microsoft experienced similar widespread hackings? Try never. It’s no wonder that Google has a 66.7 percent market share compared to 12.2 percent for The biggest shame is that Yahoo was once a search engine and email providing leader. Similar to Myspace, Yahoo has struggled to keep up with newer, leaner competitors. Despite new changes in leadership, many are questioning Marissa Mayer’s ability to lead Yahoo out of its rut.

What’s most disappointing is how easy it is for Yahoo emails to be hacked and how incredibly slow the company has been to respond. For instance, suspicious logins should have set off alarms for Yahoo and placed extra security precautions on accounts. If you’ve never logged-in from Romania, for instance, shouldn’t someone attempting to log in from Romania face extra security questions? For Yahoo: Apparently not?

Automated systems on Facebook, Gmail, and even Twitter protect users from unauthorized logins and provide many options for users to shield their accounts. In the marketing world, we understand that customer service is one of the leading signals of the strength of a brand, so the fact that Yahoo can’t even handle these basic security elements is a disappointment.

Can Yahoo make a comeback? Or is it too little, too late?