By Cassie Downey
Misinformation is not a new phenomenon. However, social media has supercharged the speed and reach at which false information can spread. In today’s hyper-connected world, the spread of misinformation and disinformation poses serious risks—and companies are certainly not immune, since many have been impacted heavily by false claims about their brand’s purpose, stance on issues and vocalization from leadership.
To dive into the world of misinformation, how it travels and how it can ultimately impact brands, Executive Vice President and Leader of Allison Worldwide’s Purpose Center of Excellence Whitney Dailey hosted an engaging discussion with three experts in the misinformation space—American Red Cross Chief Marketing and Communications Officer Rosemary McGillan, MIT professor of Political Science Adam Berinsky and The Harris Poll Director Andrew Higham—to learn about what brands can do to help navigate and prevent the spread of misinformation.
- Establish credibility and trust through authentic voices: As McGillan noted, building your network of people who can vouch for you and your organization is crucial when misinformation strikes. Community voices can be equally as helpful—if not more helpful— as brand-released statements, since they establish an authentic third-party point of view. This can be trusted analyst or influencer partners, coalition members, or other partner organizations your brand works with.
- Acknowledge that emotion and uncertainty fuel virality: Berinsky said things that evoke emotion in times of uncertainty are more likely to go viral, as has been demonstrated since World War II. Credible sourcing, strategic messaging and innovative platform strategies can help cut through some of the emotional noise and misinformation clutter that can arise during periods of uncertainty.
- Use your brand’s credibility for good: Higham shared research from Harris Poll that indicates Americans see politicians spreading misinformation as their biggest concern, indicating an opportunity for brands to build trust in this space. Using their credibility, businesses can speak out against misinformation narratives that could negatively impact their brand or mislead consumers.
In this era of constant content churn, marketing and communications professionals must remain vigilant about the threat of misinformation undermining their efforts. Having a strategy that prioritizes credible voices, rapid response capabilities and nuanced messaging is essential for protecting brand trust.
This complex landscape demands a sophisticated approach to social listening and reputation management, which is why Allison has launched Allison Advanced Issues Monitor (AIM) to provide a truly cutting-edge advanced approach that will enable leaders to monitor, analyze and respond to issues related to their businesses with a much more sophisticated understanding of the full picture—allowing business leaders to get smarter quicker on what actually matters, versus what is just noise.
For more information on how your organization can stay out of the crossfires of misinformation and identify potential threats before they become issues, reach out to [email protected]
Explore how our Advanced Issues Monitor (AIM) tool equips brands to identify and respond to issues faster and smarter: Allison Advanced Issues Monitor (AIM) – Allison Worldwide
ICYMI: Watch the full recording of our webinar, “Advancing Issues for Your Brand in a Time of Disinformation”: https://lnkd.in/dZf3JVqd
