How To Manage Misinformation Online

Partaking in my usual fun lunch reads, I came across a very interesting article featured on VentureBeat written by Patrice Francois, co-founder and associate director at Digimind, one of the fastest growing companies in the field of social media monitoring software. Oftentimes a mishap can damage a company’s brand. Not only does a consumer’s interest start to vanish as uncertainty increases but the news spreads through social media channels faster than ever and, if not handled appropriately, the message can be spoiled. Despite a great deal if misinformation on social networks like Twitter, consumers won’t stop using them as sources of information.

In the article titled “In Pursuit of Truth: A Brand’s Guide to Managing Misinformation Online”, Patrick Francois states a few key factors that brands should weigh when determining when and how to step in and manage misinformation:

1. Brands should remember to take the words from the most vocal audiences and look at the search behavior.
2. Consider the source’s influence – it’s not just about the source’s visibility online.
3. Engage with the channel or outlet that has published the misinformation and quickly go public with the facts.

I can agree with Patrice Francois, handling misinformation on the Web can be frustrating, especially for small businesses. Marketers today have to work quickly and in the most professional way.

Overall, companies using social media for marketing and branding purposes should continue to put the same thought and effort into their social media messages as they do in other forms of marketing. Consumers are aware when a company makes a mistake, and it is up to the company to handle this mistake appropriately. And if not taken care of, the company is at risk of losing followers, and customers’ trust.

You can find the article on @Venturebeat by clicking here.