The underbelly of the internet is a puzzling and poisonous place, where illicit drugs are sold and malicious misinformation is peddled. Fake news and incendiary memes launched from the deep web can bedevil consumer brands as easily as political campaigns.
Traditional communication responses to social media laced with lies is a lot bringing a fingernail clipper to a knife fight. New techniques are needed to fight back.
Richard Edelman, CEO of his eponymous PR firm, wrote a recent blog titled, “Understanding the Deep Web.” In it he advised, “In the battle for truth, a company must make its voice heard as quickly as it can. It’s a necessity to get out in front of a situation rather than play from behind.”
However, even a quick response may not be an adequate defense. In his blog, Edelman shares observations about fake news from Sharb Farjami, CEO of Storyful, which bills itself as a “social media intelligence agency.”
Storyful’s website offers an apocalyptic vision of contemporary social media:
“Social media is not what it was eight years ago. The landscape is more complex and volatile, the stakes are higher, and the needs of business and media increasingly diverse. The weaponization of bots and misinformation, the impact of disinformation on elections and businesses, the threat eyewitnesses face when they capture and share current events –these are only a few of the features of the modern social landscape.”
We can argue over how things got this bad, but it is more productive to consider how to cope in this treacherous environment. Here are some of Farjami’s suggestions, as shared by Edelman:
Fake news often reaches traditional media via “feeders” lurking in the Deep Web, including on “fringe networks such as Gab, 4Chan and 8Chan.” Farjami quotes Wired as noting there may be “480,000 alt-right provocateurs [just] on the Gab site.”
Online provocateurs like to newsjack high-profile events to use as conduits for misinformation or an excuse to bash a brand. Within 48 hours after Nike launched its campaign featuring Colin Kaepernick, “racially charged memes” appeared on 4Chan and later gravitated to Facebook.
A favorite technique of Deep Web denizens is to make up controversies, such as falsely linking the 5G network to cancer and vaccines to birth defects.
Edelman says active brands aren’t able to avoid controversy involving political, social or cultural issues. They don’t need to step out into the conversation; the conversation can find them through the Deep Web.
While this may seem like a problem affecting only big brands, it isn’t. Much misinformation is transmitted in words, but the ability to show out-of-context or doctored video is quickly evolving. What people see in picture or video can quickly transmogrify into mischievous misinformation. With virtually everyone possessing a smartphone, the threat extends well beyond the Nikes and Starbucks of the world.
A new dimension of social media engagement may be social media intelligence gathering so you know when a tsunami from the Deep Web is headed your way and you still have some time to react.