Fake news is a problem for small business too

Fake news is a problem for small business too

Kendall Jenner drew the ire of Twitter after photoshopping a “Black Lives Matter” placard onto an old image. Needless to say the collected anger of social media was directed towards her insensitivity and cry for relevance. Only there was a small problem.

She didn’t do it.

A “fan account” had decided to create the badly photoshopped image, although why is anyone’s guess. There is no planet on which it would have been seen as a positive move for the influencer.

Increasing levels of activism are creating problems for both personal and corporate brands. Past missteps are being highlighted, even if they were dealt with, apologised for and rehabilitated. If there aren’t missteps, they’re being created.

Everything is under the microscope, whether it’s the behaviour of an employee in a park, or an image that was cropped “the wrong way”. It demands you stay vigilant for developments and act swiftly. Part of that will be putting out statements to tackle the issue, part to have fake and inaccurate material removed.

In my view it’s worth having a playbook ready. Holding statements, contact lists and protocols for dealing with both fake and genuine activism are better formed with cool heads. When the proverbial hits the fan you will waste less energy worrying about how to fight the fire and more for what needs to be done.

About Ross A Hall

A business researcher and writer, I help companies find new markets, form strategies and build successful businesses.

Find out more about my work.

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