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<i>Media & Communication</i><br>Top 10 Lessons From the Rise of 'Fake News'
One of the most striking developments in 2016 and continuing into the new year has been the rise of “fake news,” which stormed the social media landscape and became so integrated into the mainstream that many believe it played an essential role in putting Donald Trump in office.
The term “fake news” refers to fictitious content that attempts to (and all too often does) appear as factual, and is often featured on falsified websites designed to appear as legitimate media outlets. The goal of fake news is to trigger viral sharing across Facebook, Twitter and other social media, resulting in advertising dollars for its producers.
The widespread dissemination and consumption of fake news has significant implications — not only for the public, but also for the manner in which law firms and other companies market their brands. The success of fake news provides many valuable lessons to legal marketers looking to enhance their firms' positions or to defend their reputations from unwarranted attacks. Due to the increasingly suspect nature of digital information, law firms must also take greater care to effectively and ethically communicate their messaging to clients, policymakers and other influential players in the legal realm.
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