Posts tagged ‘lies’

January 4th, 2012

2012 Sarkozy campaign weakness: digital communication

by Laurent François

This morning, the French political party UMP (they run for President Sarkozy) tried to generate a buzz  as François Hollande (his main opponent for 2012 – at least we hope it’s not Marine Le Pen- a socialist)  was supposed to have declared that Sarkozy is a “dirty guy” (sale mec in French).UMP politicians tried to widen the rumor and generated some appearances in front of TV teams.

What’s interesting is that in France, in order to make a news BIG, you still need to wait 8pm, and our TV prime-time for news (we only have one time zone, remember :) ). But even before this potential smasher, a counterstrike occured: people who were present during the supposed quote were quickly interviewed, in order to refute & contradict UMP attempt. Media and social networks played their games, and one more time the trick was dismanttled

It’s an illustration of the main weakness of UMP: refutations now prune lies. Good news!

April 29th, 2010

Can Social Media washing exist ?

by Laurent François

Citizens!

I had a very interesting argument with a friend of mine who’s journalist. In a very provocative way, he tried to tell me that my job was like greenwashing, but in Social Media.

Let’s quote greenwashing definition (Wikipedia):

Greenwashing (green whitewash) is the practice of companies disingenuously spinning their products and policies as environmentally friendly, such as by presenting cost cuts as reductions in use of resources.[1] It is a deceptive use of green PR or green marketing. The term green sheen has similarly been used to describe organizations that attempt to show that they are adopting practices beneficial to the environment.[2]”

So to say: that I could spread wrong facts or biased information to general public in order to improve my clients’ reputations.

Problem is: even if Citizen L. was Citizen Kane, it won’t work in our digital world.

Why that?

  • because truth always emerges, and even faster now through Social Web
    – if a lie was diffused among a public of influencers, they could have a very aggressive posture
    – you can now face and analyse facts in very diverse, parallel ways: access to these data are not vertical anymore
  • because influence is about working with relevant & legitimate people. If you go & look for a referent person in a specific field, you can hope that he’ll check & analyse all the messages we sent to him
  • because in the digital world, you don’t have the right to errors anymore. For the first time in communication history, lies are weaker than denials
  • because influencers are also journalists (good news)
  • because trying to infiltrate forums is just not possible: IP makes you feel like a white rabbit in front of hunters
  • because influencing means convincing, not spamming