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Skill Level Beginner
- [Instructor] It's called many things. Fake news, false news, misinformation, disinformation, but regardless of its name, it's polarizing and disruptive, and all the social networks are working hard to fight it. But it's not easy. Fake news is often spread by bots or programs masquerading as humans on social platforms. The bots are powered by algorithms to interact like people, but instead of a conversation, their goal is to spread lies and stoke dissent. And it's difficult to tell the bots aren't real because they have profiles that look like ours and respond to messages, and that builds a false sense of trust. And now, these bots could appear even more human than before because of photos called deepfaces. Deepface photos look like real people but are actually composites generated by an AI. These fake photos are featured on not one, but various social platforms, and that makes them seem legitimate since, like most of us, they have more than one account. Yet if you do an image search and the profile you're searching only has one photo online, there's a good chance that's a fake. Then there are deepfake videos, where AI can make it seem like a person's doing or saying something they never did, and they spread like wildfire because they look so real. Some media outlets like The Wall Street Journal are training staff to spot deepfake videos. Yet many people don't have the resources or time to do that, and that's why it's essential to verify the source before you share. So what happens if your organization is besieged by a fake news attack? How can you deal with it? A study conducted by Dr. Terry Flynn and Tim Li for the Institute for Public Relations provides organizations with 10 tips to combat fake news, including explaining your side with details but in an easy to understand way, correcting the error as soon as possible using credible experts to tell your side of the story, and repeating your story and the facts behind it to counter disinformation. Marketers and communicators should also build trust and relationships with customers and other audiences early, so your community will rally to your defense if or when you need their help.