Unravel the complex web of misinformation and disinformation that can impact brands. Understand the nuances, the potential harm, and the strategies to counteract these digital age phenomena. Equip your brand with the knowledge to navigate this challenging landscape.
Misinformation Opened a Can Of Worms For Me
Beef jerky was my earliest memory of encountering misinformation.
- A fellow classmate nudged me one day and told me that beef jerky contains earthworms – specifically, “earth bait.”
- I investigated the now unfurled Slim Jim plastic sleeve. There was, in fact, no earthworm or earth bait on the list of ingredients.
Misinformation and Disinformation’s Impact on Brand
This misinformed concept regarding Slim Jim remains in circulation today.
- If you search on Google for erythorbate, you’ll see a “People also ask” result: “Is Eryhorbate a worm?” This leads you to an advisory from the USDA that confirms its origins and is NOT earthworms.
Create your brand interactions carefully
Be extra clear about things that could cause confusion
This is an example of simple misinformation spreading somewhat innocently.
We’ve heard a lot about mis- and disinformation and bad actors during recent elections, ongoing political feuds around Covid-19 and during congressional hearings when certain social media executives claim to be tamping it down.
Consider the source.
If someone shows up in your feed with clearly false information, take a moment to look at their other posts to see if they’re a prospect or customer, and if not, it is possible it may be a troll out to spread bad information about you.
What’s the Difference Between Misinformation and Disinformation?
Misinformation is generally spread without malice or intent
- Disinformation is organized and has a specific outcome in mind
- It’s highly likely that your brand or organization will find itself in the midst of misinformation
Always be listening
Active social media listening is the best way to detect false information before it catches on
- Look at the data carefully to examine for common language in comments or user-generated posts
- Also, look broadly at posts your community managers are responding to to search for comments that might be otherwise overlooked
