Remember when misinformation and disinformation happened only to politicians and Fortune 10 brands? How can brands today prevent damage to their reputation and protect consumers when false or inaccurate information spreads and takes hold online?
Identifying what’s fake vs. what’s real is especially challenging in times of uncertainty and unrest (where stories travel 10x faster) — with the press writing more content in less time, and the public turning to social media for information. Organizations need an informational advantage to get in front of mis/disinformation that’s on the rise, and predict what high-risk narratives are developing in order to take confident action.
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Bob Pearson played a key role in building the 800-person firm, W2O Group, which is centered on algorithms, machine-learning and innovative media models that lead to insights-driven marketing communications campaigns. Prior to W2O Group, Bob worked as VP of Communities and Conversations at Dell to develop the Fortune 500's first global social media function. Before Dell, Bob was Head of Global Corporate Communications and Head of Global Pharma Communications at Novartis Pharmaceuticals. He is an author, frequent speaker and blogger on digital marketing, as well as an adjunct professor at Syracuse University, The University of Texas McCombs School, and is a guest lecturer at the U.S. State Department's Marketing College with a focus on digital media and how to counter disinformation and extremism.
Zach Aldrich is part of the Insights and Analytics team supporting Walmart’s Corporate Affairs division. The teams work revolves around understanding consumer trends and supporting communication efforts through analyzing open source text and social media data. Zach’s prior Walmart experience includes analytics work in both the Legal and Capital Markets domains. Before joining Walmart, Zach completed his Master in Business Analytics at the University of Texas at Austin with an emphasis in helping companies leverage analytics to support their data driven decision making efforts.
Robert Matney is Managing Director of Government Affairs at Yonder. He has defined, developed, and supported emerging technologies since 2000, and has founded several technology and arts companies. Robert focuses the intersection of the internet influence mechanics, culture, communications, and art, and studied philosophy and Renaissance literature at The University of Texas at Austin. He is an author of the 2018 Senate Intelligence Committee Disinformation Report on Russian interference in the 2016 US election, and has provided featured content and keynotes on the topic of disinformation and brand integrity for an array of conferences, summits and events.
Yonder leverages the AI of human psychology and network behaviors to detect online communities who organically come together around things they love or hate. These communities (we call them factions) are the force behind trends and news headlines. Through our network, image, and language analysis, brands can harness the potential of online influence.