Marketing has a relevant position within this issue because in many occasions it’s responsible for creating and spreading a large amount of content that travels in the widespread digital world. There is a responsibility it must assume greater than that of an ordinary user.
Failure to verify the information shared by a brand or company can seriously damage its reputation, and being part of fake news can permanently affect business. How can you be more careful while taking action?
• If your marketing strategy involves content curation, make sure that the sources are reliable with the help of the previous tips. Above all, don’t get carried away by the attractiveness of a headline.
• Design protocols for digital crisis cases according to the severity of the problem. You can do it for three levels of threat, in order to face each case in an appropriate manner. This way you will have a follow up plan without falling into a panic that could make everything worse.
• If fake news are affecting your brand, take action immediately, run your protocols, and deny the news through concise and correctly informed content.
• If the fake news about your brand or company has gone viral, you can take advantage of that scope to deny and reverse the negative effect, leaving a transparent and reliable image of your business.
• The best strategy is prevention. Constantly monitor what is said about your business on social media, so that you can react immediately before the problem escalates.
• Of course, we cannot stop emphasizing that the use of fake news as part of a marketing strategy is an irresponsible and dishonest act, which damages the business that implements this type of deceptive strategy, the professionals who participate and the audience. It is best to work with truth and transparency.