Inauthentic Behavior

I generally rip Facebook pretty hard in this space so, in the interest of fairness, I rise to give them a pat on the back. A number of outlets reported today that Facebook pulled down 2,632 bogus accounts and pages from their platform. They mostly came from Russian and Iran. The reason was that they were conducting “coordinated inauthentic behavior.” In other words, they were troll farms spreading lies and hatred. Lest you think that no one reads and/or believes that sort of vitriol, about 1.7 million people joined one or more of the Russia-linked groups, while roughly 1.4 million accounts followed one or more of the Iranian pages.

Back in January, Facebook took down more than 400 pages linked to operations in Russia. Obviously, this is not a problem that began and ended with the 2016 election and it’s going to get worse as 2020 approaches. Good on ya, Facebook. There is, however, a lesson in this for any business.

The internet has been weaponized and not always in a way that would constitute benign marketing by several companies. Destroying a brand’s reputation is just as easy as foreign governments found it to be in disrupting our elections. I suspect that many of the resources Facebook and others are deploying are focused on election interference and not on businesses. How hard would it be to start up a group or page that’s negative toward a brand? How difficult might it be to promote that page? In the January wave of takedowns, 364 pages and accounts spent approximately $135,000 on advertising and garnered 790,000 followers. $135,000 in marketing is a pittance to destroy a competitor’s brand, right?

If you don’t have a system in place to monitor brand reputation everywhere, you’re likely to be ambushed. Negative reviews on product and review sites, whisper campaigns on social media, and other weapons might be pointed at you right now. Do you know if that’s true? How?

I don’t mean to alarm anyone today. OK, maybe I do. The era of digital being used to connect people has passed. Now it’s being used to divide us, so negativity doesn’t stick out and falsehoods are more readily seen as truths. Pay attention!

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