{"id":15500,"date":"2020-07-23T13:07:42","date_gmt":"2020-07-23T13:07:42","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=15500"},"modified":"2020-07-23T13:07:43","modified_gmt":"2020-07-23T13:07:43","slug":"how-can-brands-protect-themselves-from-misinformation","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/how-can-brands-protect-themselves-from-misinformation","title":{"rendered":"How can brands protect themselves from misinformation?"},"content":{"rendered":"\n<p>In 2019, a video showing two toddlers running to hug each other went viral.<\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"flex-video widescreen youtube\"><iframe title=\"Video of toddler &#039;besties&#039; running toward each other, hugging in NYC goes viral\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/MhCHcIxdo3M?feature=oembed&#038;showinfo=0&#038;rel=0&#038;modestbranding=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p>In June 2020, President Trump tweeted an edited version of the video, one which showed the portion of the video where the babies ran off in the same direction. It was overlaid with CNN branding and made it look like the news channel was calling one of the toddlers racist. The clip also decried the \u2018fake news\u2019 for spreading&#8230;fake news.<\/p>\n\n\n\n<p>Twitter flagged the video as <a href=\"https:\/\/www.theguardian.com\/technology\/2020\/jun\/18\/twitter-donald-trump-racist-video-flag-manipulated-media\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">manipulated media<\/a>. But Facebook did not.\u00a0<\/p>\n\n\n\n<p>Both platforms only removed the video when one of the baby\u2019s parents filed a <a href=\"https:\/\/www.npr.org\/sections\/live-updates-protests-for-racial-justice\/2020\/06\/19\/880805065\/twitter-flags-video-shared-by-trump-as-manipulated-media?t=1594202130017\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">copyright claim<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">We\u2019ve talked about how brands can deal with <a href=\"https:\/\/thesocialelement.agency\/dealing-with-deepfakes-how-can-brands-fight-back\/\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">deepfakes<\/a>, but how can they deal with general misinformation when someone decides to target them?<\/h3>\n\n\n\n<p><strong>Why it matters<\/strong><\/p>\n\n\n\n<p>Some may wonder if it matters that much if someone uses a brand for fake news. After all, we\u2019re in the age of the meme, and for most people, it\u2019ll only be a bit of fun with photoshop.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">However, some brands have seen their <a href=\"https:\/\/www.nbcnews.com\/business\/business-news\/fake-news-can-cause-irreversible-damage-companies-sink-their-stock-n995436\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">share price take a hit<\/a> because of fake news, and foreign governments are starting to use manipulated media to cause trouble for other nation\u2019s stock markets.<\/h4>\n\n\n\n<p>There are also more qualitative considerations. <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2020-01\/2020%20Edelman%20Trust%20Barometer%20Global%20Report.pdf\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">Evidence suggests<\/a> that consumers now see businesses as unethical. Trust is vital for brands, but it\u2019s almost impossible to develop trust when people have no faith in the brand\u2019s intentions and no information about the positive changes they make in the world.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Five ways brands can protect themselves from fake news and manipulated content<\/strong><\/h3>\n\n\n\n<ul><li><strong>Focus on continually building trust through clear information and by following your values.<\/strong> Brands inspire trust when they have a history of doing what they promise and acting to support their values. For example, if you\u2019re always involved in PRIDE, but your LGBTQ+ employees don\u2019t feel supported during the rest of the year, the brand\u2019s actions will appear performative and insincere. Act like this more than once, and people will start to be skeptical of whatever the brand says.<\/li><\/ul>\n\n\n\n<ul start=\"2\"><li><strong>Allow genuine criticism and show that you\u2019re taking feedback on board. <\/strong>It may be tempting to try to silence negative comments on your Facebook page, but it\u2019s much more powerful to find out what the root of the problem is and address it. If people feel that their criticisms are being silenced, they\u2019re more likely to go platforms the brand doesn\u2019t control and become hostile and distrustful of the brand. It\u2019s easy to believe viral stories about a brand that you\u2019ve already had an unresolved negative experience with. By addressing valid criticism head-on, brands have a chance to turn a negative experience into a positive one.<\/li><\/ul>\n\n\n\n<ul start=\"3\"><li><strong>Don\u2019t use clickbait headlines and always use authoritative sources for content. <\/strong>Some legitimate media outlets still use clickbait to get people to click on articles. It helps articles go viral and gets more eyes on ads. (In fact, Twitter has recently introduced a feature that <a href=\"https:\/\/www.theverge.com\/21286855\/twitter-articles-prompt-unread-feature-conversations\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">reminds people to read articles<\/a> before they retweet them.) It might be tempting to use hyperbolic language to get people interested in content, but people need to see that brands are trustworthy and that the information they share can be relied upon. Otherwise, it can make it hard to distinguish the genuine information from the fake content.<\/li><\/ul>\n\n\n\n<ul start=\"4\"><li><strong>Specialize in the brand\u2019s area of expertise. <\/strong>While it can benefit brands to get involved in political<a href=\"https:\/\/www.mediapost.com\/publications\/article\/318887\/forget-what-they-told-you-brands-must-get-politic.html\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\"> and social matters<\/a>, it\u2019s much more effective when brands comment or campaign in areas that have always been strongly linked to their products, services or values. For example, a fashion retailer promoting things like ethical production and consumerism, and diversity in advertising, will have a strong impact. Become an authority that people trust in your area of expertise.<\/li><\/ul>\n\n\n\n<ul start=\"5\"><li><strong>Include \u2018fake news\u2019 in your crisis strategy.<\/strong> All brands should have a fake news strategy in place for if or when things go wrong. Plan how to communicate the facts quickly and clearly. But keep in mind that unless the brand has spent time building a reputation for transparency and being a consistent and reliable source of information, it could be difficult to stop people believing what they read.\u00a0<\/li><\/ul>\n\n\n\n<p>Trust plays a key role in the spread of information and misinformation. We often share stories that we see shared by trusted friends, family members and people in our online communities and sometimes we don\u2019t stop to read the article or critically assess the information we\u2019re reading. It looks or <em>feels<\/em> real, so who\u2019s to say it isn\u2019t?<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">If brands want to counteract misinformation they need to do the groundwork of building trust in the brand by communicating clearly, factually and consistently &#8211; this helps people get to know the brand and makes it easier to evaluate what\u2019s being said about it online.<\/h4>\n","protected":false},"excerpt":{"rendered":"<p>In 2019, a video showing two toddlers running to hug each other went viral. In June 2020, President Trump tweeted an edited version of the video, one which showed the portion of the video where the babies ran off in the same direction. It was overlaid with CNN branding and made it look like the&hellip;<\/p>\n","protected":false},"author":10,"featured_media":15502,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[7],"tags":[102],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2020\/07\/addition-black-and-white-black-and-white-chalk-374918.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"<blockquote class=\"wp-embedded-content\" data-secret=\"4YPOHAHOx0\"><a href=\"https:\/\/thesocialelement.agency\/how-can-brands-protect-themselves-from-misinformation\">How can brands protect themselves from misinformation?<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/thesocialelement.agency\/how-can-brands-protect-themselves-from-misinformation\/embed#?secret=4YPOHAHOx0\" width=\"500\" height=\"350\" title=\"&#8220;How can brands protect themselves from misinformation?&#8221; &#8212; The Social Element\" data-secret=\"4YPOHAHOx0\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/*! 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