Best practice approaches to battling the global disinformation threat
Misinformation and disinformation have been designated by the World Economic Forum (WEF) as the greatest risks to countries, businesses and individuals over the next two years. Fake news, a decline in fact checking on social media and a rise of AI-generated deepfakes have eroded trust and driven divisions between countries.
Disinformation, which contrasts with misinformation in that perpetrators intentionally spread falsehoods, is having a significant impact on organisations around the world. False narratives about products, services or even an entire industry can be disseminated via social media, which can cause brands to lose control of their messaging and disrupt positioning in new markets around the world.
While brands can’t prevent the spread of falsehoods, a strategic approach that combines consistent messaging, proactive monitoring and localised expertise can protect their credibility and global ambitions.
Taking control of messaging
In today’s digital age, false narratives can materialise in one location and spread quickly across the globe. Rather than vague, generic statements, established, specific and detailed key messages can help shield target audiences from these untruths.
For example, if an organisation talks about its commitment to ESG (environmental, social and governance) principles, but fails to explain exactly how it supports these principles, audiences might suspect greenwashing. This is where more is spent on green advertising than true sustainable initiatives, and has become such a significant issue that the EU is now taking steps to ban generic environmental claims on products without proof.
Over 70% of traditional media content that discusses ESG gives specific details about a sub-topic, such as a company’s net zero strategy. In comparison, only 16% of ESG content on social media mentions a specific subtopic. This lack of detail can lead to confusion among audiences about what ESG actually means, creating opportunities for generalisations and false narratives to be spread.
In this scenario, if brands are genuinely committed to sustainability, they need to communicate with precision and detail. And if they are entering a new market with a new language and culture, they need to ensure that the messaging around this commitment remains clear once translated.
Miscommunication in messaging could give bad actors an opportunity to spread fakes narrative around the brand. Local expertise can allow B2B tech companies to tailor their messaging and response strategies to specific regional contexts.
Control of messaging helps to build authenticity in global markets and prevent false narratives from gaining traction, no matter where they originate from. And this clarity should apply to all types of content, including thought leadership and case studies, enhancing relevance and effectiveness.
Monitoring the global situation
Once messaging has been defined, companies need to look outwards. Social media listening tools enable companies to detect any disinformation trends emerging from their different global markets and respond promptly.
By monitoring relevant keywords and conversations, businesses can issue timely, yet carefully-considered clarifications or corrections on verified social media channels for authenticity, with reach across audiences globally . They can even discover who the prominent creators of disinformation campaigns are and which local competitors are being impacted in the region, which could provide insights as to where a future threat could emerge.
Reducing the impact of mistruths
Disinformation has become a significant business risk. B2B tech companies operating across international markets must be equipped to act swiftly and effectively when false narratives arise in any market.
While the spread of disinformation can’t be fully controlled, its impact can be dramatically reduced. With clearly defined messaging, constant monitoring and the ability to adapt communications to local contexts, businesses can protect their brand integrity, preserve stakeholder trust and stay resilient in volatile environments.
Talk to us today about how to safeguard your global operations in the age of disinformation.