The internet myth, and why brands and the media should care about new online power groups called factions.
The internet doesn’t work like it used to.
We live in a world where a casual online chatter can quickly go viral and impact a brand reputation and valuation in a matter of days—regardless of whether or not they’re based in reality. It’s impossible to know if a viral conversation is a sign of popular opinion or if it’s a result of an interest group artificially amplifying the narrative with a bunch of fake accounts. The democratization of knowledge on the internet has blurred the line between what’s real and what’s not for brands, consumers, and the media alike.
The groups responsible for what’s popular online today are called factions. Factions are highly engaged, highly passionate groups who come together around the things they love or hate. The most influential factions are motivated to use coordinated tactics to hijack consumer brand narratives and spread their ideology into the mainstream. And they’re great at making something go viral.