Day after day the information flows at an unprecedented speed. And as we also know, not everything is truthful. The disinformation (false information that is intentionally disseminated to deceive) and False news either Fake News (Incorrect information that spreads, sometimes, without malicious intention) became a true “infodemia”That affects both people and society as a whole and politics.
Infodemia also represents a It would be threat to organizations of all sizes. Many times a simple rumor or malicious news can stagger the reputation of a company built for years. In more serious cases, the impact can be devastating and multifaceted, affecting its public image and the teams that make up the organization.
Misinformation can cause reputational damage and the consequent loss of trust. False news about a defective product or bad business practice can destroy customer confidence, suppliers and partners. The crisis can also generate, for example, a financial loss for large companies, leading to the fall of the value of the stock market.
On the other hand, an organization could also face internal conflicts as a consequence of a fakenews. It should be taken into account that the rumors that circulate within the company itself often generate an environment of distrust and confusion among employees, affecting productivity and causing the escape of valuable talents.
For all this, Detecting misinformation is the first step to combat it. Verification is not enough: constant and strategic surveillance needs to be carried out. Some keys to identify misinformation can be:
–Evaluate the sources: If the source is not reliable or the information comes from an unknown website, an anonymous social media account or a WhatsApp message forwarded many times, it is likely to be false. Knowing the origin of the news and comparing it with other recognized media is fundamental.
–Analyze the content: Fakenews usually have a very strong emotional burden to cause a reaction associated with fear, anger or outrage and that is shared rapidly. Keep in mind that misinformation is nourished by sensational holders and hate speeches.
-Choque tests or data: It is important to observe if the news has verifiable sources or specific data. The absence of them is a clear “Red Flag”.
-Cove special care with The images or videos: With artificial intelligence (AI) it is increasingly easy to alter images and videos to generate false contexts. For these cases, there are tips or image verification tools that can be very useful.
The following question is What can an organization do to protect yourself. And in this sense, it is important to clarify that Disinformation is a challenge, but it is not invincible. The key is in preparation and, above all, in the Proactivity.
Organizations must have systems and equipment MEDIA AND SOCIAL NETWORKS MONITORING To detect any mention, rumor or negative news about the brand in real time. In addition, it is essential that the communication is transparent and including data, achievements and challenges honestly. And in cases of misinformation, write and disseminate a official statement it’s a Must To calm the crisis.
The Formation of an organization members is not a minor fact. It is essential to share information with employees on how to identify misinformation and how to act in case false news arises. They are the first ambassadors of the brand and can help stop the spread of rumors.
In turn, it can also be useful Influencers and means of trust that help counteract misinformation.
Infodemia arrives to stay and for the corporate world it is a continuous battle. Protecting reputation – the most valuable asset of an organization – requires a robust communication strategy, constant surveillance and work teams that accompany the commitment to the truth.
Advisor and CEO of Mixel Communication and Marketing.
Source: Ambito
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