Key Terms for Businesses
Today, in this digital era, different information manipulations affect businesses’ operations and reputations. It is shocking to see that there are more than 150 terms in the context of disinformation. Here are a few key terms every business leader should know:
Manipulation
Manipulation is efficiently controlling or influencing people or situations toward a desired outcome, most often through underhanded, deceptive, or otherwise unethical means. The digital world could be manipulated through information exchange or psychological tricks to influence public opinion or behaviour.
Example: A company might use manipulated statistics to make their product appear more effective than it is, thereby deceiving consumers into purchasing it.
Misinformation
Misinformation is defined as false or inaccurate information spread unintentionally, without malicious intent to deceive.
Example: An employee sharing outdated information about a product feature, leading to confusion among customers, without realizing the information is incorrect.
Disinformation
Disinformation is defined as intentionally spreading false information to deceive individuals. Disinformation is deliberately designed to inflict harm. It can include made-up news articles, Photoshopped photos, and false statistical information.
Example: A competitor might spread fake news about a company’s bankruptcy to damage its reputation and drive customers away.
Mal-information
Mal-information is information based on reality but used to harm a person, organization, or country.
Example: Leaking private emails of a business executive to the public to tarnish their reputation and undermine their authority.
Fake News
Fake News falls under the umbrella of disinformation, taking on the guise, format, and style of a real piece of news while containing misguiding, inaccurate, or even false content. It is tailored to have the face of truth and is usually targeted at controlling public opinion or political, social, or economic outcomes.
Example: A fabricated article claiming a famous CEO supports controversial policies influencing public perception and stock prices.
Artificial Intelligence and Automation
AI and automation are critical in the spread of manipulated information:
- Bots: Automated programs to carry out repetitive tasks, usually in an online behaviour pattern of human action.
Example: Bots can flood social media with negative reviews for a product. - Botnets: A series of bots networked in joint coordination, often used for illegitimate activities, such as DDoS attacks.
Example: A botnet can be used to launch a DDoS attack on a company’s website, causing it to crash and lose business. - Deepfakes: AI-synthesized media that alter images and videos so that, for the corporate communicator, potential dangers for reputation management and building are introduced.
Example: A deepfake video showing a company’s CEO making offensive remarks, damaging the company’s reputation and investor confidence.
Social Media and Content Manipulation
Different manipulations of content and its spread are performed by using several techniques across social media platforms:
- Astroturfing: The fake grassroots support generated through the front groups for a product, an idea, or a political viewpoint.
Example: A company might create fake social media profiles to post positive comments about their product, giving the illusion of widespread support. - Clickbait: Online headlines optimized for maximum clicks, often at the expense of truth or accuracy.
Example: A misleading headline exaggerates a product’s benefits to lure readers into clicking on the article. - Echo chambers: Closed ecosystems where users will engage with only that information that strengthens their previous beliefs.
Example: Social media algorithms that only show users content that aligns with their existing views, reinforcing their beliefs and isolating them from opposing perspectives.
Data and Privacy Issues
Businesses must understand that:
- Data mining: Analyzing large datasets to identify patterns is performed for legitimate business purposes and potentially manipulative practices.
Example: A company uses data mining to identify and target vulnerable customers with high-interest loans, exploiting their financial situation. - Doxing: Releasing personally identifiable information about individuals or organizations to the Web, sometimes creating a security risk.
Example: An angry employee leaks the personal addresses of company executives online, exposing them to potential harm. - Code of Practice on Disinformation: Major tech platforms and industry players make a voluntary commitment to fight disinformation.
Example: Social media platforms implementing policies to flag and remove disinformation from their sites, protecting users from false information.
Fact-Checking and Verification
To fight information manipulation, businesses must also be aware of:
- Fact-checking: The process that seeks to verify that whatever is being reported is correct and accurate in statements.
Example: A company employs a fact-checking team to review and verify the accuracy of their press releases and marketing materials. - Moderation: Screening user-generated content to determine its appropriateness.
Example: A social media platform moderates user comments to remove harmful or false information that could mislead other users.
Business people can guard their interests by knowing these terms and concepts and protecting themselves from the manipulation of information. To be well-informed, one should design and apply a severe verification process and share responsibly.
The extensive capabilities of Koat AI enable C-suite executives to shield their organizations against the negative repercussions of these various manipulation approaches. With Koat AI’s complete solutions, you can stay ahead of the curve while protecting the integrity of your brand.
