Can Impact Your Brand
Loss of Control With Your Brand Image and Story
On Twitter alone, false viral stories are 70 percent more likely to be retweeted than true stories. And, we know those stories travel 10x faster in times of crisis. This means consumer trust can be lost that has taken potentially years to build.
Damage to Customer Trust and Loyalty
74 percent of consumers are more likely to do business with a brand that has a positive brand reputation. But, one disinformation campaign can disappoint “Belief Driven Buyers” (which make up ⅔ of the consumer population) who purchase or boycott brands based on their values and stands related to important social & environmental issues. (From Edelman)
Disinformation has been known to damage brands in numerous ways, from customer and revenue retention, to a drop in stock price or decreased market valuation. For example, fake quotes attributed to Indra Nooyi, CEO of PepsiCo, upset consumers and incited a boycott of PepsiCo products, which dropped the company’s stock price by 3.75 percent.
Case Study: Disinformation
Campaign Against Wayfair
On July 9, 2020 a post on Reddit fueled a false narrative about online furniture store, Wayfair, trafficking children through listings of pillows and cabinets that were selling for thousands of dollars on the site.
Detect Disinformation Agents & Their Motives Early
Yonder’s social intelligence solution helps you see potentially damaging narratives early and gives your team the info and time they need to make tough decisions on whether and how to act.
Use Yonder’s Daily Brief as your regular touchpoint on narratives that are emerging and know who’s behind them, whether they are authentic (or not!), how they are trending, their projected brand risk and more easily determine whether to ignore, monitor or escalate to your broader team.
Know whether a narrative is being spread authentically or if it’s being manipulated via recently created accounts, automated accounts, astroturfing, brigading, or other tactics factions often use to co-opt your brand and amplify their point-of-view.
Have a projected view of where a narrative is likely to spread next based on the factions involved, tactics they tend to use and pathways that similar narratives typically take…key insights to knowing overall risk and supporting scenario planning.