With Meta ending fact-checking and X grappling with radicalization fears, brands are facing a disinformation minefield. As many companies abandon X, others must learn to adapt to this volatile landscape in crisis.
1. How fake news strikes
Fake news thrives on emotional and sensational content, often spreading faster than facts.
Example: Coca-Cola’s anti-police ad hoax
In 2020, a fake Coca-Cola ad claimed the company supported "defunding the police," sparking public outrage. Coca-Cola acted quickly, debunking the claim.
2. Defense strategies in action
a. Real-time fact-checking
KFC’s Fried Rat Hoax (2015): Viral claims of a “fried rat” in a customer’s meal were debunked after KFC conducted lab tests and clarified the incident on social media.
b. Audience engagement
Nike and the Betsy Ross Flag Shoes: Nike faced criticism for pulling a shoe design in 2019 but stuck to their decision and maintained customer loyalty.
c. Amplifying positives
Nestlé’s Palm Oil Crisis: A 2010 Greenpeace campaign accused Nestlé of unsustainable practices. After initial missteps, Nestlé launched a sustainability initiative to rebuild trust.
Conclusion
Disinformation is inevitable, but with transparency and a proactive approach, brands can turn crises into trust-building opportunities. Staying in the conversation is the key to surviving the chaos.
