On any given day, logging into your social media account presents you with the task of deciphering what news is real and what’s fake. Most of us can quickly tell the difference between bona fide news coverage and information that is blatantly false. We also understand the concept of tabloid journalism and how some publications like the National Enquirer offer sensational stories with the hopes of drawing readers who will patronize their advertisers.
However the chance exists that just enough people spread the link, photo or WhatsApp message with false information about your company or organization, that it makes an impact. Persons start calling into your office, comments are made to your Facebook page or the media bombards the C.E.O or key spokespersons for a response.
Once your company or organization becomes the target of fake news makers, it becomes tempting to rush into a heated response.
How to handle fake news involving your business
If nothing else, fake news is yet another reminder that every business needs to be continually monitoring its online reputation. This can be done by simply checking your search results frequently, or it can be handled in a more elaborate way with monitoring software. Regardless of what you choose, it’s critical that every business have a plan in place to monitor its online results.
Assess
If fake information is published about your company, the first step is to make a quick assessment. What does it say? Where was it published? Is it defamatory or damaging? How widespread is it? Can it be taken down at the source? Does it make sense to reach out to law enforcement? Answer these questions quickly, and if you can’t, get help.
Develop your plan
The best choice is to try to get negative information taken down, however, it’s not that simple. Big name websites like Reddit and Facebook are cracking down on fake news as are bona fide news outlets like CNN and the New York Times. If the fake news is so-called sponsored content or native advertising, then you may be able to get it taken down fairly quickly. You also need to look at the severity of the story. If it includes crazy allegations that impact a wide cross-section of citizenry, then you may want to reach out to law enforcement. You may also want to contact a lawyer, but be aware that reputational damage may be inflicted long before a legal solution can be implemented.
Respond?
Consider whether to respond or publish a counter story. If the fake news feels like a blip, you may want to ride it out. If it is significant and is impacting your business and its publics, then you need to look at your communications options. Everything should be on the table from an explanatory sign in the window to an e-blast to customers or even a full-blown media campaign. You need to consider all your options even though, in the end, you may choose to let it ride.
Exactly how to handle fake news is bit of uncharted territory, but monitoring, a quick assessment and a sensible action plan could save your business from tremendous reputational damage.