64.5% of Internet users receive breaking news through Facebook, Twitter, YouTube, Snapchat and Instagram, instead of traditional media. With this increase in information comes the opportunity to broaden your audience and grow your connections with consumers or patients by providing the information they want. But there is also a higher risk of spreading fake news and misleading content, because if you don’t tell the right story, consumers will find it elsewhere with information that is potentially damaging to your business.
During 2021, it was shown that there are more than 8 million results on the subject of misinformation in online conversations. Misinformation continues to plague our everyday interactions, no matter the type of industry. The image below shows false mentions across various industries, over time. The media (dark blue) continue to grow in this sense and both the traditional ones and the social networks are the channels through which this type of information is disseminated and who must face it directly.
Misinformation or false information can be dangerous to your brand’s reputation. To lessen this impact, your responsibility will be to provide your audience with the truthful content they are looking for or else someone else will.
Social networks are a powerful tool, but they must be used responsibly, and for this, it is very important to always consider the following recommendations:
Focus on your audience, all of your social media pages should be honest and informative.
Share information that makes an impact. 84% of consumers said watching a brand video convinced them to make a purchase or sign up for a service.
In this sense, the generation of truthful and hyperconnected information, through the different channels, becomes relevant for your users, who are looking for a service or recommendation. In addition to the channel, creativity, user-generated content, the ability to detect trends and produce formats for each medium, in an interconnected and consistent way, with your communication strategy will make users prefer you.
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MARKETING & BUSINESS INTELLIGENCE NEWSLETTER May 2022. IAB Mexico.