It’s no secret that we’re living in polarized times, where one word taken out of context can damage a company with breathtaking speed. Possibly even worse is when words or phrases are taken in context but are either poorly chosen or have recently become polarized. Either way, your company’s published content can be easy pickings for weaponized trolling and trigger a time-consuming communications crisis.
With Aletheia’s AI content intelligence powered by values, organizations can choose the best language and imagery to connect with their target audiences based on values, measure success patterns, and drive ROI. Our AI capabilities can also identify potentially polarizing, higher-risk language in advance of publication or identify these patterns in already-published content.
Bridgeyness is Possible
Our customers have found all kinds of creative ways to use our AI models, including leveraging them to pursue what I like to call “bridgey” messaging. This type of messaging can speak to people of different worldviews simultaneously while staying true to what you want to say.
We partner with leading companies that seek to speak across divides and engage people authentically and respectfully. Our smart, AI-powered content intelligence reveals patterns that can support organizations in this very complex communications landscape to increase performance and mitigate risk. We’re happy to help companies predict and optimize for success.
Thoughtful Content Choices Meet Diligent Preparedness
But more than technology is needed. Content intelligence works best when there is a commitment to thoughtful planning, including leadership and stakeholder conversations to prepare for weaponized trolling triggered by your published content. Sadly, it’s probably not if but when weaponized trolling comes calling.
Here are actionable recommendations for organizations to mitigate trolling attacks based on company content without abandoning the important messages you want to convey. While larger companies may engage crisis communications firms, and this is certainly helpful, these recommendations can help any company, large or small, think about and protect itself. Advocacy organizations of any type need to be especially vigilant.
Ten Readiness Recommendations:
#1 Be mindful of how you frame your work, recognizing all stakeholders. The best defense is a thoughtful offense. This does not mean tamping down your important messages; it means being mindful of how you message all of your stakeholders and how it could impact your forward momentum.
#2 Audit your site, content feeds, or easy target content. Assess higher potential areas of risk. For example, older content may no longer reflect your latest thinking. Decide whether this content should be taken down until updated. Conversely, assess content that comes up high in search rankings, is highly trafficked, or is easily spreadable.
#3 Schedule regular conversations at a senior level and with comms staff about where content risks may lie and why. Start now if you haven’t already.
#4 Activate programmed alerts/tracking. Monitor the environment for potential threats and warning signs that particular pieces of previously published content may now have a different risk profile and should be reviewed. Develop keyword lists or sources that are known to be critical. Social listening tools can be helpful in identifying issues that could be brewing.
#5 Develop at least five scenarios for potential aggressive trolling. Where could it occur in your content stack? Why? In each case, what are three to five things you would do if this scenario came to pass, and why? Capture these scenarios, talk about them and your agreed upon response(s). You can call on these responses/scenarios when weaponized trolling happens so you aren’t starting from scratch. You can modify based on the exact situation your organization is facing but you will have a head start to respond effectively.
#6 Create a simple rating system for the “seriousness” of the attack. At each level of severity—such as low, medium, and high—what defines each level? Who will be notified within your organization? Who decides the response? How quick does a response need to be? And who needs to be looped in on developments (board, senior management, staff, external stakeholders, etc.)?
#7 Keep your plan handy and timely. Update your plan quarterly during particularly dynamic times.
#8 Before responding to hostile attacks, carefully weigh the likelihood of spread and the potential for harm. Don’t give attacks unnecessary oxygen. Don’t repeat the negative/inaccurate frame.
#9 Have a clear social media policy regarding employees and political speech. If appropriate, consider requiring employees to state on their platforms that they are speaking only for themselves and not their employers.
#10 Does the “troll” have a point of view you should be paying attention to? If so, take it as an unfortunate messenger but also an important piece of intelligence and feedback on your content that your organization can and should learn from.
Want to Learn More?
Learn more about Pluralytics and how you can use our breakthrough AI models as part of your content intelligence strategy to audit your content to uncover previously unseen patterns driving success. See what’s working and why, or identify potential problem areas and misalignment, such as potentially polarizing language. We can help you optimize your language and imagery for success!
Alisa Miller
Chief AI Officer, Aletheia Marketing & Media
Co-founder, Pluralytics