When your brand, company, country, or even you are the target of social media attacks, what if you can't even identify the source of the problem? What if the attackers aren't real people? What if the entire attack is a complete lie, disinformation spread by bad actors with thousands, or millions, of fake accounts at their disposal? How do you uncover the good, the bad, and the fake online? In this episode of The Trending Communicator, host Dan Nestle is joined by seasoned PR and marketing expert Rafi Mendelsohn, VP of Marketing at Cyabra, a premier media monitoring platform specializing in the detection, identification, and mitigation of malicious actors, bots, bot networks, and generative AI content. Together, they unravel the complexities of the trust crisis exacerbated by advanced technologies like AI and bot networks. The conversation starts with a deep dive into the pervasive trust issues affecting our institutions and the role of technology in amplifying misinformation and disinformation. With his extensive background in agency and in-house roles across various markets, Rafi brings a unique perspective on how malicious actors use digital platforms to manipulate public discourse. Dan and Rafi explore the implications of these practices for communicators and marketers. They discuss the challenges of distinguishing between genuine and artificial interactions online and the impact of these interactions on corporate reputation and brand trust. Rafi shares insights into the mechanics of bot networks and how they are not just limited to political arenas but are pervasive across all sectors, influencing everything from consumer behavior to stock prices. He explains the sophisticated methods these networks use to appear legitimate and the difficulties this presents in identifying and combating them. Their conversation also covers practical strategies for organizations to protect themselves, emphasizing the importance of advanced media monitoring and the need for a proactive rather than reactive approach to digital threats. Rafi advocates for a blend of technology and traditional communication strategies to effectively manage and mitigate the risks associated with digital misinformation, empowering listeners with actionable advice. Listeners will gain a comprehensive understanding of the landscape of digital misinformation, the tools available to tackle it, and how to strategically position their communications in an increasingly complex digital world. Whether you're a communications professional, a marketer, or simply interested in the impact of technology on public discourse, this episode offers valuable insights and actionable advice. Listen in and hear about... The pervasive trust crisis in modern institutions and the role of misinformation and disinformation.
The impact of AI and technology on the spread of false information through bots and fake accounts.
Strategies for communicators and marketers to identify and combat misinformation in their fields.
The challenges and responsibilities of PR and marketing professionals in managing brand reputation amidst misinformation.
The evolution of malicious actors using sophisticated AI tools to create and spread disinformation.
Practical steps and tools for organizations to detect and mitigate the effects of disinformation on their brands.
Future trends in communication strategies to handle emerging technologies and misinformation threats effectively.
Notable Quotes On the Trust Crisis: "We're in the thick of an unprecedented trust crisis. Trust in our institutions, especially government, education, and media, is in freefall. Misinformation and disinformation are everywhere, and it's only getting worse." — Dan Nestle [00:01:00 → 00:01:20] On the Role of AI in Social Media: "AI has enabled bad actors to disseminate bad information at scale through deepfakes, AI-enabled content farms, and bots. This is the world we're contending with." — Dan Nestle [00:01:20 → 00:01:30] On the Role of Communicators: "As communicators and marketers, we're often on the front lines of this information-driven trust crisis. We have to tell stories, protect our clients and companies, and ensure that the information we share is trustworthy." — Dan Nestle [00:04:00 → 00:04:20] On the Challenges of Modern Communication: "We don't know who we're talking to, and we don't know whether we're telling the right stories or if we have the right facts on our side. The whole thing has been corrupted over the last decade or so." — Dan Nestle [00:04:10 → 00:04:20] Rafi Mendelsohn On the Role of Bots in Social Media: "From our research, the average conversation across social media has around four to seven percent of fake accounts. When we start to see certain conversations, whether it's political, wartime, or around brands, and those numbers are significantly higher, that's when we need to take a pause and understand exactly what's going on." — Rafi Mendelsohn [00:19:01 → 00:19:20] On the Impact of Fake Accounts on Brands: "Brands can find themselves in hot water, not just because of something they've done, but purely by virtue of being in the wrong place at the wrong time. Fake accounts can escalate a situation to the point that it gains media attention and impacts the brand's reputation." — Rafi Mendelsohn [00:31:00 → 00:31:20] On the Importance of Understanding Social Media Conversations: "We need to differentiate between the fake accounts and the real ones, understand the narratives being pushed by fake accounts, and assess their impact on the real conversation. This is crucial for brands to respond appropriately." — Rafi Mendelsohn [00:49:00 → 00:49:20] On the Role of GenAI in Communications: "GenAI can be a powerful tool for communicators. It can help us game out scenarios, prepare responses, and mitigate social media negativity. It's about using the technology to stay ahead of the challenges we face." — Dan Nestle [00:52:00 → 00:52:20] On the Role of GenAI in Disinformation: "GenAI is fantastic, but in the hands of malicious actors, it becomes a tool for creating very believable content. This makes it harder for us to distinguish between real and fake accounts, complicating the challenge of maintaining trust." — Rafi Mendelsohn [00:17:30 → 00:17:45] On the Future of Communications: "The next six to twelve months are going to be really interesting from our industry perspective. We need to up our game and work through the challenges posed by new technologies and threats to guide our organizations effectively." — Rafi Mendelsohn [01:03:00 → 01:03:20] Resources and Links Dan Nestle
The Trending Communicator | Website
Daniel Nestle | LinkedIn
Dan Nestle | Twitter
Rafi Mendelsohn
Cyabra | Website
Rafi Mendelsohn | LinkedIn
Timestamped summary for this episode (as generated by ChatGPT)
The trust crisis (00:00:00)
Discussion about the unprecedented decline in trust in institutions, the prevalence of misinformation, and the impact of technology and AI.
Introduction of Rafi Mendelsohn (00:01:12)
Dan introduces Rafi Mendelsohn, VP of Marketing at Cyabra, and discusses his background in PR and marketing.
AI's role in communication (00:02:09)
Exploration of the evolving role of AI in communication and the challenges faced by communicators and marketers.
Rafi's background (00:04:01)
Rafi's career journey from working in PR agencies to leading marketing at Cyabra, and his passion for data storytelling.
Cyabra's focus and mission (00:07:54)
Rafi discusses Cyabra's role in uncovering and mitigating misinformation and disinformation online, particularly in the context of social media.
Defining misinformation and disinformation (00:10:23)
Clearing the distinction between misinformation and disinformation, and the impact of these on societal narratives and trust.
Challenges of identifying bots (00:18:04)
The prevalence of bots in online conversations, the difficulty in identifying them, and the potential impact on public discourse.
Extent of bot presence (00:19:13)
Insights into the average percentage of fake accounts in online conversations and the significance of higher numbers in certain discussions.
Elon Musk's Twitter Acquisition (00:20:29)
Discussion about analyzing data for Elon Musk's potential acquisition of Twitter.
Impact of Fake Accounts (00:21:29)
Exploring the impact and dominance of fake accounts in online conversations and their influence on narratives.
Bot Activity on Various Platforms (00:22:39)
Observations of bot and malicious activity on different social media platforms, including Twitter, Instagram, TikTok, and LinkedIn.
Geopolitical and Brand Disinformation (00:27:11)
Examination of how fake accounts drive conversations around geopolitical and brand-related issues, impacting public perception and creating crises.
Influence of Fake Accounts on Brands (00:29:14)
Analysis of how fake accounts can negatively impact brands, including examples of orchestrated campaigns targeting companies.
Challenges for Communicators (00:32:20)
Discussion on the challenges faced by communicators in defending brand reputation against bot-driven disinformation and crisis management.
Defensive Communications and Brand Disinformation (00:37:23)
Exploring the gap in defensive mindset between security and communications teams, and the need for tools to address bot attacks and disinformation.
Global Origins of Malicious Actors (00:39:32)
Understanding the diverse origins and motivations of malicious actors behind bot networks and disinformation campaigns.
Malicious Actors and Their Motivations (00:39:56)
Discussion on the motivations of malicious actors, including power, influence, and money, and their use of fake accounts to influence opinions.
Understanding the Different Actors and Risks (00:40:47)
Exploration of the various types of criminals and actors involved in cyber attacks, and the low barrier to entry for conducting such activities.
Dealing with Disinformation and Crisis Communications (00:41:46)
Addressing the challenges of combating disinformation, crisis communications strategies, and the impact of shadow banning on disseminating good information.
Social Media as One Channel for Communicators (00:44:10)
Emphasizing the importance of understanding the conversation and the individuals involved, and the need to differentiate between fake and real accounts.
Addressing Fake Accounts and Negative Activity (00:45:16)
Strategies for addressing fake accounts, including identifying and addressing "superspreaders" of negativity, and amplifying positive voices.
Vigilance and Defensive Measures (00:48:09)
The importance of vigilance, proactive defensive measures, and the need for companies to have systems in place to differentiate and respond to attacks.
Proactive Monitoring and Ignoring Certain Threats (00:52:09)
The significance of proactive monitoring, the need to respond selectively, and the empowerment of ignoring non-threatening issues
Using AI for Scenario Planning and Mitigation Tactics (00:53:17)
Exploring the potential use of AI for scenario planning and mitigation tactics, and the importance of early detection and preparation.
Impact of Bunker Mentality and Brand Exposure (00:54:52)
Discussion on the impact of brands adopting a bunker mentality and the need to address the increasing weaponization of social media by malicious actors.
Opportunity for Marketers and Communicators to Lead (00:58:40)
The opportunity for marketers and communicators to lead in understanding and addressing the impact of cyber threats and disinformation on society.
Profile Building and Concerns (01:00:00)
Discussion on the generation of profiles and the concerns regarding identifying real people.
Future Challenges for Communicators (01:00:59)
Predictions and concerns about the evolving role of communicators in dealing with new technology and threats.
Impact of Technology on Roles (01:03:46)
Discussion on the potential realignment of roles and responsibilities due to the influence of AI and technology.
Gratitude and Contact Information (01:05:56)
Expressing gratitude to the guest and providing contact information for further engagement.
Conclusion and Call to Action (01:07:24)
Closing remarks, encouraging subscription, sharing, and participation in future episodes.
(Notes prepared by humans with the assistance of a variety of AI tools, including ChatGPT and Flowsend.ai)
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