{"id":59745,"date":"2018-03-26T00:00:00","date_gmt":"2018-03-25T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2018\/03\/26\/contra-as-fake-news-na-empresa-real-advocacy\/"},"modified":"2018-03-26T00:00:00","modified_gmt":"2018-03-25T22:00:00","slug":"contra-as-fake-news-na-empresa-real-advocacy","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/contra-as-fake-news-na-empresa-real-advocacy\/","title":{"rendered":"Contra as Fake News na empresa: Real Advocacy"},"content":{"rendered":"

[et_pb_section bb_built=”1″ admin_label=”section” next_background_color=”#eaf1e0″][et_pb_row admin_label=”row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”4_4″][et_pb_image admin_label=”Bot\u00f3n Web” url_new_window=”on” align=”right” use_border_color=”off” src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2018\/04\/Boton_web-ESP-01.png” disabled=”off” disabled_on=”on|on|off” url=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2018\/05\/180511_DI_informe_FakeNews_PT.pdf” _builder_version=”3.1.1″]<\/p>\n

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[\/et_pb_image][et_pb_image admin_label=”Bot\u00f3n m\u00f3vil” src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2018\/02\/Boton_mov_ES1.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”right” disabled=”off” disabled_on=”off|off|on” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” url=”https:\/\/identidaddigital.llorenteycuenca.com\/br\/” animation_style=”none” animation_duration=”1000ms” animation_intensity_slide=”50%” show_bottom_space=”on”]<\/p>\n

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[\/et_pb_image][et_pb_text admin_label=”Story” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” background_position=”top_left” background_repeat=”repeat” background_size=”initial” _builder_version=”3.1.1″]<\/p>\n

“Em um domingo qualquer de dezembro de 2016, Edward Welch, de vinte e oito anos, pai de dois filhos e bombeiro volunt\u00e1rio, saiu da sua casa na Carolina do Norte determinado a resolver por conta pr\u00f3pria o que via nas not\u00edcias. Conduziu o seu ve\u00edculo por 600 quil\u00f4metros at\u00e9 Washington e entrou na pizzaria Comet Ping Pong,<\/em> armado com um rifle de assalto AR-15, uma pistola e 29 cartuchos de muni\u00e7\u00e3o, em plena hora do rush. Disparou tr\u00eas vezes para o ar, felizmente sem atingir ningu\u00e9m, e se disp\u00f4s a procurar corredores, c\u00e2maras subterr\u00e2neas e sinais sat\u00e2nicos. Estava convencido de que ali dentro haviam crian\u00e7as sequestradas e exploradas sexualmente por uma rede de pedofilia dirigida pelo diretor de campanha de Hillary Clinton”.<\/p>\n

Assim come\u00e7a o terceiro cap\u00edtulo do livro Fake News, La verdad de las noticias falsas<\/em> (Fake News<\/em>. A Verdade das Not\u00edcias Falsas)<\/em>, publicado recentemente pelo jornalista Marc Amor\u00f3s. Ele nos alerta para o fato de que as fake news<\/em> n\u00e3o s\u00e3o uma piada, e que podem ter consequ\u00eancias reais. Para Edward Welch, uma condena\u00e7\u00e3o real \u00e0 quatro anos de pris\u00e3o pelo caso que ficou conhecido como \u201cPizzaGate\u201d, descrita nesta reportagem do jornal The New York Times<\/em>.<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”Text 1 ” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” background_position=”top_left” background_repeat=”repeat” background_size=”initial”]<\/p>\n

As fake news <\/em>n\u00e3o s\u00e3o um fen\u00f4meno transit\u00f3rio, mas sim uma tormenta perfeita, trazida pela tecnologia, e que n\u00e3o se dissipar\u00e1 nos pr\u00f3ximos anos. A consultoria tecnol\u00f3gica Gartner assegura no seu relat\u00f3rio Previs\u00f5es Tecnol\u00f3gicas para 2018, <\/em>que em 2022 os cidad\u00e3os das economias mais avan\u00e7adas consumir\u00e3o mais informa\u00e7\u00e3o falsa do que verdadeira.<\/strong><\/p>\n

[\/et_pb_text][et_pb_video admin_label=”V\u00eddeo” src=”https:\/\/youtu.be\/0ZHtPtyaT9c”]<\/p>\n

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[\/et_pb_video][et_pb_text admin_label=”Text 2″ background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” background_position=”top_left” background_repeat=”repeat” background_size=”initial”]<\/p>\n

Al\u00e9m do impacto pol\u00edtico e midi\u00e1tico, o relat\u00f3rio destaca que as fake news<\/em> representam um grave problema para as empresas:<\/strong> “as empresas n\u00e3o devem controlar de perto apenas o que se diz sobre as suas marcas diretamente, mas tamb\u00e9m em que contexto, para se assegurarem de que n\u00e3o estejam associadas com nenhum conte\u00fado que possa ser prejudicial para o valor da sua marca\u201d. \u00c9 importante destacar tamb\u00e9m que, de acordo com o MIT, as fake news<\/em> t\u00eam 70 % mais chance de serem retuitadas<\/strong>, e que s\u00e3o as pessoas reais (e n\u00e3o os bots<\/em>) as respons\u00e1veis pela propaga\u00e7\u00e3o dessas informa\u00e7\u00f5es.<\/p>\n

Neste cen\u00e1rio, o sil\u00eancio n\u00e3o \u00e9 uma op\u00e7\u00e3o e as empresas precisam assumir uma postura mais ativa para enfrentar os obst\u00e1culos dessa desinforma\u00e7\u00e3o. <\/strong>Seguindo esta linha, Marc Amor\u00f3s aponta tr\u00eas conselhos fundamentais que as empresas devem seguir se quiserem vencer a batalha contra as fake news<\/em>.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=”1″ admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_padding_tablet=”50px|0|50px|0″ custom_padding_last_edited=”on|desktop” prev_background_color=”#FFFFFF” next_background_color=”#FFFFFF”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”4_4″][et_pb_text admin_label=”1-4″ background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” background_position=”top_left” background_repeat=”repeat” background_size=”initial”]<\/p>\n

<\/h1>\n

A necessidade de trabalhar na preven\u00e7\u00e3o:\u00a0combater a desinforma\u00e7\u00e3o com advocacy<\/em><\/strong><\/h1>\n

A estas reflex\u00f5es, gostar\u00edamos de acrescentar a necessidade de trabalhar na preven\u00e7\u00e3o<\/strong>. Uma preven\u00e7\u00e3o que passa pelo desenvolvimento de programas de identidade digital, que promovam a presen\u00e7a de l\u00edderes e colaboradores das empresas nas redes sociais. Enfrentar, definitivamente, as fake news<\/em> com a\u00e7\u00f5es de advocacy<\/em><\/strong>. Podemos resumir os principais benef\u00edcios dessa perspectiva em quatro pontos-chaves:<\/p>\n

#1 Humaniza a comunica\u00e7\u00e3o<\/strong><\/strong><\/h4>\n

Empresas que apostam em uma “voz humana” como uma proposta de valor aumentam sua credibilidade.<\/p>\n

#2 Potencializa a lideran\u00e7a e amplia a influ\u00eancia das empresas<\/strong><\/h4>\n

Trabalhar com a influ\u00eancia online<\/em> de uma empresa requer trabalhar com a identidade digital de seus l\u00edderes e colaboradores.<\/p>\n

#3 Posiciona os embaixadores como refer\u00eancias<\/strong><\/h4>\n

O desenvolvimento de uma identidade digital s\u00f3lida e consistente dos embaixadores faz com que a participa\u00e7\u00e3o nas comunidades de interesse seja qualificada e contribui para que sejam valorizados como porta-vozes sobre diversos temas e\/ou assuntos.<\/p>\n

#4 Promove a transpar\u00eancia e contribui para a reputa\u00e7\u00e3o<\/strong><\/h4>\n

Os l\u00edderes que lidam de maneira inteligente com essa mudan\u00e7a cultural contribuir\u00e3o com a melhoria da reputa\u00e7\u00e3o das empresas que representam.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=”1″ admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” prev_background_color=”#eaf1e0″ next_background_color=”#ffffff”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”4_4″][et_pb_text admin_label=”Conclusion” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” background_position=”top_left” background_repeat=”repeat” background_size=”initial”]<\/p>\n

N\u00e3o estamos diante de uma quest\u00e3o simples e, portanto, exige que recorramos a solu\u00e7\u00f5es mais sofisticadas para nos prepararmos. Os profissionais de comunica\u00e7\u00e3o e reputa\u00e7\u00e3o t\u00eam a necessidade de enfrentar novos problemas com novas solu\u00e7\u00f5es<\/strong> e as fake news<\/em> s\u00e3o um novo problema, que parecem (infelizmente) ter vindo para ficar. Sobre como lidar passo a passo com estas novas solu\u00e7\u00f5es e como implement\u00e1-las, discutiremos detalhadamente com este relat\u00f3rio.<\/p>\n

A fic\u00e7\u00e3o acaba se tornando, pela for\u00e7a da repeti\u00e7\u00e3o, em realidade e essa pseudo-realidade gerada, em “verdade compartilhada”. O esfor\u00e7o conjunto para combat\u00ea-las est\u00e1 nas m\u00e3os das empresas e da sociedade.<\/p>\n

Para continuar aprofundando neste assunto e conhecer a opini\u00e3o de nossos profissionais, voc\u00ea pode baixar o relat\u00f3rio completo atrav\u00e9s deste link<\/a><\/span>.<\/strong><\/p>\n

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