Recent referenda and elections in both Europe and the United States have shown that media and the public alike have to cope with a new phenomenon: news that have deliberately been altered or even invented in order to influence public opinion. We call it Fake News.
The free flow of untrue stories would never have taken off on such a scale if it had not been for the existence of social media. Anyone can publish and post, at any given time, and aiming its content very specifically at audiences that are receptive of messages. This makes the use of fake news very effective, as we have seen.
The question is: how to manage this? Which role do the traditional media have in mitigating damages resulting from fake news? Which responsibilities do the owners of social media have? And what is it that both companies and governments should do to manage fake news fall out?
Ingo Heijnen, a specialist in media management from Hill & Knowlton Strategies
, will share his views on these and other questions related to Fake News. With the decrease of organic reach and the growing role of social media to communicate at scale, it's not always easy to know how to generate the desired results and be visible in people's newsfeed.