Digital corporate communication and disinformation

In the current scenario characterized by the Covid-19 pandemic, the use of digital channels such as social media platforms to retrieve information has grown exponentially and, consequently, disinformation is spreading more easily. For organizations, the disinformation phenomenon should be a concern, as it could undermine the relationship of trust between users and organizations with serious damage to them, so much so that organizations can lose the control of their digital and social media management strategies. The aim of this chapter is to address the topic of disinformation and explore the role of digital corporate communication to counter the spread of this dangerous phenomenon affecting organizations. Many organizations, including European Union institutions which are analysed in this chapter, have understood the importance of digital communication to tackle disinformation. Through communications on social media and on dedicated websites, organizations face this challenge daily. Although social media are digital spaces in which disinformation thrives, they also are a means for organizations to address stakeholders’ concerns through effective digital communication aimed at creating and strengthening relationships of trust with stakeholders.