Fake news has crept into our lives and looks to have altered the landscape of American a politics. This, thanks to some horrid manipulation by politically minded hackers. Hackers who used a Facebook poll to mine data then serve up false stories that fanned the fires of conservatism. If you were on the fence about whether or not to vote for the first female president ever and read the Pizzagate story, it may have pushed you off that fence. Even when the story was proven false.
In the advertising business, you couldn’t make a claim on a TV ad without proof. Proof submitted to the network “Standards and Practices” department. But the web has no such department. You can fake your news all the way into the living room of your most likely-to-be-effected target.
I’d love to be a brand planner who could just make up proof as I went along. You see proof, 0be it true or false, is what convinces people. It’s how you get people to believe a claim. Those who have decided to undermine elections understand the role of proof. Beware.