[vc_row][vc_column][vc_column_text]Social media conversations are democratic in nature—they can be regional or global, controlled or uncontrolled. When influential voices confidently share false facts or propaganda, inaccurate information can quickly become contagious—and the problem compounds exponentially. With no editorial authority or review, misinformation and disinformation spread online at an alarming rate.
Misinformation vs. Disinformation
So what exactly do these buzzwords mean?
Disinformation is false information that is deliberately spread to mislead others. While disinformation may result in chaos, it’s anything but arbitrary. Disinformation is one of many digital warfare tactics deployed to advance different ideological, financial, or commercial agendas. Misinformation, on the other hand, can be a result of disinformation. It refers to inaccurate information or content that is unintentionally or mistakenly shared. The implication, with misinformation, is that the person sharing it doesn’t know that it’s inaccurate.
So in a nutshell…
Misinformation: information that is false, but which may be believed by the person spreading it, or posted in good faith. It can also be posted in “bad faith,” or with a political goal in mind, but be believed to be true at the same time.
Disinformation: false information which the person spreading it knows to be false.
Implications for Brands
Strong peer-to-peer networks fuel individual confirmation bias, while polarized echo chambers filter out opposing views. The rise of algorithms that automatically curate posts amplifies voices even more rapidly.
How can a brand control its own narrative in a landscape so disintermediated? —Brand controversy can spring from any corner of a fractured online landscape and is sometimes manufactured maliciously. Misinformation and disinformation can spur consumer backlash, creating ripples that affect everything from day-to-day operations to long-term reputational health.
This whitepaper delineates the damaging ways in which false information is generated and spreads online—and the ways in which companies can protect themselves.[/vc_column_text][vc_column_text]
[/vc_column_text][vc_single_image image=”16401″ img_size=”medium” alignment=”center”][/vc_column][/vc_row]