Over the last 18 months the rise of Fake News, buzz word or otherwise has become more and more common, but what is it? and how does it affect our marketing efforts?
As more and more brands and businesses use social media marketing, creating content, we also have a responsibility to make sure the content we put out is supported by fact, in journalism standards are required to be upheld through press accreditation. Quotes and sources are fact checked by and editor and a publisher is legally responsible for the content that is put into the market. Are we so sure to check our facts when creating content for clients or our own brands?
Your own brand may even fall foul of miss information, which can damage your brand credibility and if you are leveraging news content to push your marketing message. What about paid adverts, you don’t want content being served against something that is fake, what happens if it does?
In our latest interview we talk to Head of Content Marketing and Communications at Cision, Philip Smith, we discuss the rise of fake news and using the recent survey of UK journalists discuss how this is effecting marketers and look at the steps that can be taken to avoid being caught up in Fake News.
Philip has had many years experience as an editor, notably with AdWeek, and has some great advice for content creators based on many years working with journalists and brands. Philip also explains why brands like Coca Cola are adopting a newsroom approach to generate content for the brand and creating news style websites to promote the content to ensure that the correct information makes it out to the media. (check it out here)
You can also get a copy of the research from the gorkana.com website along with many other reports on Fake News and content.
Enjoy the Interview.