Malcolm Gladwell stated in one of his “Revisionist History” podcasts that he was glad the television networks were going away. He proclaimed that now we have many more voices.
Well, I don’t believe Mr. Gladwell knows much about television, but now that we have lots of voices on the internet, you have to double your guard on the information you’re seeing. The Washington Post reported that Google, Facebook and Twitter (hmmmm, kind of like NBC, CBS and ABC) are “scrambling to prevent a surge of half-truths and outright falsehood about the deadly outbreak” of the coronavirus in China.
In the face of a pandemic, the internet is battling the conspiracy theories and misinformation that could cause deaths in the U.S. One item the Post reported said that “Oregano Oil Proves Effective Against Coronavirus.” By last week, 2,000 people had shared it. The Post also reported that one video with “dubious information” about the disease’s origin had more than 430,000 views.
What does this mean for marketers? It means you need to make sure your digital marketing content:
- Is absolutely and irrefutably true
- Is authentic or real (such as a real patient versus a paid actor)
- Does not look like over-hyped marketing or advertising
- Is linked to authoritative sources that support your content
- Doesn’t over promise (and then your product or service under deliver)
- Is true to your brand. Don’t follow the latest trends just to look trendy; the problem is that nefarious people out there are already using those techniques.