| 6 hours ago
Many debates have been sparked about the effect of fake news on the 2016 U.S. election. While not every American voter was exposed to fake news, the misleading posts certainly made an impact. Political scientists from Princeton University, Dartmouth College and the University of Exeter found that more than 27 percent of U.S. voters, or 65 million people, visited a fake news website during the closing weeks of the campaign.
A Cornell University study found that fake news audiences were carefully targeted using data just like that sold to advertisers. These targeted campaigns sought out initial believers who would engage with the fake news content, leading it to spread it like wildfire.
As Bloomberg’s Mark Buchanan says, “We’ve unwittingly engineered a social media environment that is inherently prone to fake news epidemics. When marketers use information on surfing habits, opinions and social connections to aim ads at people with just the right interests, this can facilitate beneficial economic exchange. But in the wrong hands, the technology becomes a means for the precision seeding of propaganda.”
Marketing as propaganda
Marketers have reason to be concerned. In 2016, a U.S. federal court and the Federal Trade Commission determined that LeadClick, an affiliate marketing network, participated in making sites sharing fake news about weight-loss products. Determining that the network had the authority to control the deceptive content, and even including real news sites’ logos, a federal judge ordered the company to pay nearly $12
Read more here: http://www.adweek.com/digital/how-to-avoid-fake-news-claims-in-your-social-marketing/