Synthetic sparks, real fires. Gini Dietrich unpacks how bot-created boycotts inflate “consensus,” jump to real influencers, and turn into costly crises. This episode gives you a practical, hour-one playbook: capture an authenticity snapshot, choose your lane, debunk without oxygen via a single owned explainer, and use paid/shared/earned intentionally. She also covers the fast tells of inauthentic activity and the governance artifacts you should have queued up before anything explodes. Takeaways • Diagnose manufactured outrage in minutes—no fancy tools required • The exact comms moves to make in the first 2–24 hours • What bots can’t fake (specificity, two-way friction, cross-channel corroboration) • How to prep: thresholds, roles, templates, stakeholder briefs If you found this useful, follow the show and share it with your marketing, comms, and brand teams.

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related