The Internet has allowed unlimited access to information giving people a space not only to communicate but also to say what they want. This situation becomes even more complex, on the one hand, with social networks that multiply the reach and, on the other, with the media that, in search of informing with the same speed, often leave aside basic issues such as checking sources. .
On the screens, the contents are fleeting, endless and inexhaustible, in this way, the infoxication or excess of information contributes to the spread of fake news and that is why they must be continuously monitored to react and act appropriately.
In addition, to add more confusion to the panorama, in addition to this phenomenon, the concept of post-truth arises, which occurs when objective facts have less influence on public opinion than those that appeal to personal beliefs. But, what is relevant here, beyond the definitions, is that people create and spread them, and here lies their power: in the speed and low cost of production.
Now, how does fake news affect brands?
- Due to a communication error or criticism that goes viral on social networks
- For a poorly executed advertisement
- For a wrong decision based on false news.
This suggests that it is key, for those who work in communication, not to be guided only by the media or by who says it, but to verify the original source.
In this context, how to prevent fake news affect brands?
- Monitoring your reputation and that of your market niche, especially on social platforms since when there is a rumor about a brand, the first thing people do is go to the networks to find out if it is true or not and they are not interested in corroborating or contrasting it information, since if there are many people talking about the subject, they take it for granted and that justifies its dissemination.
- Identifying and detecting issues that can generate a reaction from the public.
- Analyzing the solidity and reputation of the spaces where the brand guides.
Along these lines, monitoring and analysis are key tools for brands to be able to respond quickly to the phenomenon of fake news, especially if we take into account that in the face of new information consumption habits, social networks are the space where people choose to express their opinions. That is, brands must be present where the conversation about them is happening. It is a complex task, especially in this post-truth era, in which emotion prevails over reason.
In short, today one of the main tasks of the communication professional is to generate a relationship of trust between the brand and its audiences because this trust, worked on in the long term, is the best way to deal with the fake news.