daniel chigunwe
Tariro Manamike
“Falsehood flies, and the truth comes limping after it.” — Jonathan Swift.
Social media’s rapid and widespread reach means that both positive and negative information can spread quickly. While it offers businesses unprecedented opportunities for engagement and growth, it also poses significant risks. Companies must be vigilant and proactive in managing their social media presence, ensuring clear, accurate communication and swiftly addressing any false or misleading information.
Understanding the differences between information, disinformation, and malinformation is crucial for navigating the complex digital landscape and protecting a company’s reputation.
Information
Information refers to facts provided or learned about something or someone. It is accurate and reliable, intended to inform and educate the audience.
In the context of social media, information can help businesses communicate effectively with their customers, build their brand and maintain transparency.
This is the information that is created by the company and the responsibility of the public relations department to keep in touch with its stakeholders.
Example: Before the latest iPhone is found in shops, Apple announces the features of its latest iPhone sales for several strategic reasons that extend beyond simply placing the products in stores for people to buy.
By announcing its phone sales, Apple effectively generates excitement, builds demand, supports strategic marketing efforts, boosts investor confidence, manages supply chain logistics, maintains a competitive edge and educates consumers.
This multifaceted approach ensures that product launches are successful and that Apple maintains its position as a leading innovator in the tech industry.
As a result, thousands of people queue to get the latest iPhone and have even started businesses based on these announcements. This is the upside to information when handled right.
If mismanaged, even accurate information can harm a company. For example, in 2015, Ashley Madison, a dating website catering to people seeking extramarital affairs, was hacked by a group called “The Impact Team.”
The hackers stole and subsequently released sensitive personal information of millions of users. Ashley Madison had not implemented adequate security measures to protect user data, making it vulnerable to the breach.
The company falsely advertised that they provided “100 percent discreet service” and charged users a fee to delete their accounts, but in reality, retained significant user data even after account deletion.
The company’s response to the breach was slow and poorly coordinated, leaving users uncertain about the extent of the breach and their exposure.
The breach severely damaged Ashley Madison’s reputation, as sensitive personal information, including names, addresses and credit card details, was exposed. The breach led to numerous lawsuits against Ashley Madison, including a class-action lawsuit from affected users. The company eventually settled for $11.2 million which caused a significant financial hit to the company.
Disinformation
Disinformation is false information deliberately spread to deceive people. It is created with the intent to mislead, causing confusion and often aiming to damage the reputation of a person, organisation, or country. Disinformation can be particularly harmful to businesses as it can spread rapidly on social media, leading to loss of trust and credibility.
Example: Wayfair — Child trafficking conspiracy theory
A hoax that circulated on social media in 2020 claimed that Wayfair was using pricey furniture pieces as part of a child trafficking scheme. According to the conspiracy idea, Wayfair’s website featured pricey cabinets whose names matched real missing children, and these cabinets were being used to traffic minors. The erroneous information propagated swiftly on the internet, with many users accepting and disseminating the claims without any supporting data. As the false conspiracy allegation gained traction, Wayfair suffered significant damage to its brand.
The business was forced to respond to the accusations in public by rejecting them and stating that the price differences were caused by reasonable business practices like bulk pricing. When disinformation goes viral, it can lead to a significant drop in sales, a tarnished brand reputation. and a lengthy public relations battle to restore trust.
Malinformation
Malinformation is information that is based on reality but used to inflict harm on a person, organisation, or country. It involves taking factual information out of context or presenting it in a misleading way to damage reputations or cause distress.
Example: BP — Deepwater Horizon Oil Spill
The 2010 Deepwater Horizon oil spill led to widespread outrage and criticism of BP. Amid the legitimate criticism, false narratives and exaggerated claims about the company’s efforts to address the spill and its environmental impact circulated widely.
Some groups and individuals spread misleading information with the intent to exacerbate public outrage and damage BP’s reputation further.
BP’s reputation was severely damaged, making it a symbol of corporate negligence. BP faced massive financial penalties, legal costs, and long-term damage to its brand, affecting its market position and stock value.
When information is taken out of context, it creates panic among employees and the public, harming the company’s reputation and causing unrest within the workforce.
Leaked documents, private communications, or misinterpreted internal data can lead to scandals, loss of investor confidence, and damage to the company reputation.
As a company, being proactive about handling disinformation and misinformation on social media is crucial for maintaining trust and credibility.
Here are some steps your company can take:
Create and implement clear Policies: Clearly define the rules and procedures your business will follow when handling false information and misinformation on social media.
These guidelines should specify what information is considered untrue, how to confirm it before sharing it, and what happens if incorrect information is disseminated.
Employee education: Teach your staff members how to spot false information and how to respond to it, particularly those who handle social media and provide customer support. Train people in fact-checking methods and the value of confirming information before sharing it.
Keep an eye on social media channels: Make use of social media monitoring tools to keep tabs on brand mentions as well as industry-related news. This enables you to promptly detect any occurrences of false or misleading information circulating regarding your business.
Respond swiftly and transparently: In the event that false information about your business surfaced, act swiftly and openly. Repudiate the misinformation with verifiable proof, and candidly address any concerns raised by your audience.
Work along with fact-checking groups: Collaborate with respectable fact-checking groups to efficiently address disinformation and validate information. To establish credibility, present your audience with their findings.
Encourage positive content: Put your best effort into producing and disseminating truthful, educational, and upbeat content about your business and sector. This lessens the effect of false information.
Talk to your followers: Act responsibly by urging your fans to report any erroneous or questionable content they stumble upon on your social media pages. Respectfully address their concerns and give them truthful facts.
Stay updated on social media Trends: Keep abreast of social media trends and algorithm changes that could impact the spread of misinformation. Adjust your strategies accordingly to mitigate risks.
Advocate for ethical practices: Support initiatives and policies that promote ethical behaviour and transparency on social media platforms. Engage in industry discussions on combating misinformation.
Evaluate and adjust: Regularly review your company’s approach to handling misinformation. Evaluate what strategies are effective and where improvements can be made to better protect your brand reputation.
By taking proactive measures and maintaining vigilance, your company can effectively mitigate the impact of misinformation and build trust with your audience on social media.
Book recommendation: “LikeWar: The Weaponisation of Social Media” by P.W. Singer and Emerson T. Brooking. — This book explores how social media platforms are used for manipulation and disinformation campaigns.
Tariro Manamike is a seasoned media and public relations professional with over a decade of experience in broadcast journalism and strategic communication. She is passionate about human-centred design, business communication, and their impact on the bottom line. Tariro writes in her personal capacity and can be reached at [email protected]
Bongani Ndlovu