How can I prevent bad information from harming my business?

New technology is sweeping through Ohio and the rest of the world called “deep fakes.” This involves the use of AI technology to create fake videos that make it appear as if people say or do things that they did not. Some people use this technology for harmless fun, but others have used it to harm businesses or spark political chaos. From impersonating President Obama to copying actors into films they never starred in, this technology has far-reaching implications.

According to CNN, politicians have already begun to raise alarm over this new technology. One recent victim was Nancy Pelosi, whose video was slowed and slurred to allegedly cause people to question her health. If politicians can find their reputations negatively affected by this tech, imagine your business. What if a competitor or its customers decided to make deep fakes about you or your brand? How do you prove it is not true?

Sometimes the bad information requires no use of advanced technology. Another social media account may steal your logo, use a similar name and broadcast tweets that look as if they are tied to your brand. How do customers know differently? Twitter and Instagram try to prevent this by verifying some accounts, but these are typically only prominent brands and this does not always help. Even Starbucks has fallen victim to impersonation before.

One way to prevent these instances from happening is social listening. Too many brands focus more on pushing out content than trying to understand what is already out there. What is the news and other media saying about your brand? What about customers?

CNN also recommends that companies plan a line of response in the way they would for a cyberattack. These plans should detail the appropriate response. What will you do? What will you say? Having a plan of action in place may reduce the confusion you face when the moment actually arrives.

Finally, some businesses have taken the route of seeking reparations for defamation. When this happens, many people learn the hard way that freedom of speech does not include the right to engage in trade libel and defamation.

This article provides information on impersonation and bad information. It should not be used in place of legal advice.