Fake news: preventing a brand crisis catastrophe
From fries that cure baldness to European kebab bans, there’s a lot of fake news out there. The challenge for brands is making sure they’re not caught up in the fray, writes Meltwater’s David Hickey.
Fake news is everywhere. Its impact on the victory of Donald Trump and the pro-Brexit campaign are two of the most well-known examples but its focus no longer lies solely on politicians and celebrities.
The rise of social media has breathed new life into the cycle of false stories, with Gartner’s Top Strategic Technology Trends for 2018 predicting that “by 2022, most people in mature economies will consume more false information than true information.” With businesses now in the firing line, the risks are far greater than just reputational downfall.
Over the past year, we’ve witnessed a range of ridiculous false stories make headlines. From a newly discovered ingredient in McDonald’s french fries which allegedly cured baldness to the European kebab ban which dominated mainstream media headlines. The incident went so far that it forced the European Commission and Parliament to prematurely release details of an ongoing investigation into the inclusion of phosphate additives in kebab meat. These stories showcase how quickly false claims, especially those based on some level of truth, can spread into the mainstream news cycle and ultimately damage brand reputation.
“…by 2022, most people in mature economies will consume more false information than true information.” Looks like Gartner is doing their bit.