The rapid spread of misinformation and disinformation online is the most severe short term risk to the world, according to the World Economic Forum. By influencing opinion before the truth has a chance to catch up, it’s expected to radically disrupt electoral processes over the coming years and increase distrust in media and government sources.
Disinformation, which is different to misinformation in that it involves people intentionally spreading falsehoods, is also affecting the business sector. Malicious actors can easily spread false narratives about products, services or even an industry as a whole on social media platforms. The availability of generative AI tools and deepfake technology has made it much cheaper, faster and easier for convincing fake content to be created and circulated, potentially leading brands to lose control of their messaging. This can undermine customer trust, threaten brand credibility and damage an established reputation.
Granted, it’s impossible for B2B tech organisations to prevent bad actors from sharing false information, but what they can do is adopt best practice steps to help safeguard their brand.
Enabling authenticity with established key messages
A strong, authentic narrative, underpinned by established, specific and detailed key messages, can help shield target audiences from false claims. Generic messaging is prone to mistrust. For example, if an organisation mentions that it is committed to ESG (environmental, social and governance) principles, but fails to explain exactly how, audiences might just believe the term is being used as part of a greenwashing agenda. This is where brands spend more resources on green advertising than actual environmentally-sound practices.
Research has shown that 71% of traditional media content discusses a specific ESG subtopic, such as a commitment to renewable energy sources. In comparison, 16% of social media content fails to give any detail beyond mentioning the term. This is driving a significant increase in negative discussions about ESG on social media platforms from people who believe it to be an empty buzzword.
It’s testament to the danger of generalisations and what they can lead to. If brands can truly back up their ESG claims with tangible initiatives, it’s best to communicate with precision and detail to prevent bad actors from building fake narratives around them. The need for detailed messaging also applies to different content types such as thought leadership pieces and customer case studies, addressing potential misinformation points and establishing a single source of truth.
Monitoring the landscape
Once B2B tech brands have taken control of their messaging, it’s time to look outwards. Social media listening tools can allow organisations to track millions of conversations happening around key topics that are relevant to their industry.
By monitoring specific keywords, hashtags and phrases, these tools can detect emerging disinformation narratives. Brands can then identify any prominent creators of disinformation campaigns, and even where competitors are currently being impacted, which may provide clues as to where future threats could materialise.
With visibility of emerging fake narratives, brands have more time to respond in the most appropriate way. For example, official statements in direct response to mistruth can provide clarity to audiences and ease any fears or concerns. To add further credibility, these messages can be delivered via a verified social media account to reassure audiences that they are engaging with the genuine brand.
Trust is now a valuable currency
The battle against disinformation is ongoing, but it’s not insurmountable. By establishing a clear, authentic narrative, backed by detailed messaging, B2B tech brands can reduce the impact of false claims and maintain credibility. Combining this with proactive monitoring, can ensure organisations are primed to react to threats and prepared to mitigate emerging risks before they escalate.
Disinformation is spreading quickly and convincingly, and trust is now a valuable currency. Brands that commit to transparency, precision and vigilance will be better equipped to safeguard their reputation and foster much-needed long-term trust with their audiences.
Talk to us today about how to safeguard your brand in the age of disinformation.
