The internet and social media have made the
world a smaller place and given a bigger voice to the individual than at any
other time in history. This has made life in the modern world a breeze,
allowing almost anyone to easily build a wide, even global audience with ease.
This is great both for brands and consumers as it evens the playing field and
ensures that the best value is always delivered.
However, as with every powerful tool, some
people will figure out how to weaponize it, wittingly or unwittingly, and
that’s exactly what we are witnessing with the rise of potentially defamatory
incidents on social media, largely directed at various brands. We are
witnessing the weaponization of social media, which is simply not healthy for
any stakeholder.
What Causes this Behaviour?
Make no mistake, brands should welcome
criticism, complaints and feedback, provided it is genuine. However, this is sometimes
not the case, as individuals or groups of individuals appear to mount vicious
and malicious attacks on brands from time to time. These attacks can stem from
an unwitting source, such as a disgruntled and irrational customer, or from a
witting source such as a “psy-op-style” campaign launched by a competitor, or
internet trolls operating in isolation or in groups. Whatever the cause, the
effects of defamatory comments, posts and interactions on social media run
deep. They work to not only destroy brands but also often cause psychological
harm to the people behind them.
Popular Vectors of Attack and Vicious Cycles
There are many ways the perpetrators of
social media attacks target brands and individuals, and their behaviour is
often incentivized by various other actors who stand to benefit from the high
levels of engagement and traffic that such attacks generate. Let’s look at some
of the most popular methods.
Commenting and Reviewing Without
Facts and Information – This is probably the
most common and easily avoidable method used. Often, people will comment about
brands based on their own biases rather than actual experiences. Sometimes this
will be from a customer who simply had a bad experience that they have then
magnified into something larger in order to “one up” the brand or get freebies.
However, this method of attack is also used by those seeking to launch a
mudslinging campaign against competitors. Either way, once these comments,
posts and other content begin to go viral, it can become exceedingly difficult
for a brand to defend the truth. The fact that “standing up to brands” tends to
attract “social capital”, doesn’t help either. Overall, everyone, whether an
individual or an organization, should consider the facts before they post
anything.
Anonymous Reviews and Fake Accounts – Mostly used by groups in targeted attacks against a brand, the
problem of anonymous reviews and fake accounts is a huge issue. There are even
outfits offering fake posts, reviews and engagement as a service, which is a
highly deceptive and morally reprehensible practice. This can not only affect
brands negatively, but also average consumers as reviews become unreliable.
Unscrupulous Websites and Pages – There are many highly unscrupulous websites and pages of the
“gossip” variety, where the webmasters are simply uncontactable and or refuse
to take down incendiary and defamatory posts or comments, as it is that very
kind of content that drives traffic to their sites. We are presently in dire
need of some kind of regulation and legal responsibility for such malicious
sites.
Overall Effects on Brands and Consumers
Some people may believe that they are
fighting for consumers by defaming brands, and others may believe that they are
gaining ground against their competition by engaging in defamation on social
media platforms. However, it isn’t just brands that suffer. If we cannot trust
reviews, comments and engagement levels on social media, everyone suffers!
Brands suffer because consumers don’t trust
reviews and engagement levels, while consumers suffer by often being mislead
and sold an inferior product or service. Furthermore, the victims of such
behaviour often experience psychological distress and, in the case of smaller
brands, may even give up entirely, resulting in a disservice to society at
large and the impedance of innovation.
Therefore, it is time that responsible
brands and consumers come together to take collective action in this regard,
whether it is through public agitation or simply the private exercise of due
diligence and responsibility, by thinking before we post, comment or share, and
by reporting anything suspicious for the collective benefit of society at
large.