A surge of migrants crossed into Spain's enclave of Ceuta after online misinformation suggested the border was open, creating a humanitarian crisis.
A surge of migrants crossed into Spain's enclave of Ceuta after online misinformation suggested the border was open, creating a humanitarian crisis.
People make decisions under uncertainty by following what they believe others know.
Social proof is a powerful shortcut. When enough people appear to be acting, others infer the action must be correct or safe.
Leaders must recognise that misinformation changes behaviour long before it changes beliefs.
Respond rapidly with trusted information and reduce uncertainty before rumours become norms.
People rarely follow rumours because they're irrational. They follow them because everyone else seems to be doing the same.
Matt White is a behavioural translator, author of The Snack Monkey, and Director of Cyber Advisory and AppSec. Available for keynotes, workshops and media commentary. Get in touch.