Building Trust: SMEs Strategies for Credibility in the Misinformation Age
Introduction
The role of ‘Small and Medium Enterprises’ (SMEs) in the economic and social development of the country is well established. The SME sector is often driven by individual creativity and innovation. With its contribution at 8% of the country’s GDP, and 45% of the manufactured output and 40% of its exports, SMEs provide employment to about 60 million persons through over 26 million enterprises producing over six thousand products.
It would be an understatement to say that the SMEs sector in India is highly heterogeneous in terms of the size of the enterprises, variety of products and services produced and the levels of technology employed. With the SME sector booming across the country, these enterprises are contributing significantly to local, state, regional and national growth and feeding into India’s objectives of inclusive, sustainable development.
As the digital economy expands, SMEs cannot be left behind and must integrate online to be able to grow and prosper. This development is not without its risks and cybersecurity concerns and digital threats like misinformation are fast becoming a pressing pain point for the SME sector. The unique challenge posed to SMEs by cyber threats is that while the negative consequences of digital risks are just as damaging for the SMEs as they are for larger industries, the former’s ability to counter these threats is not at par with the latter, owing to the limited nature of resources at their disposal. The rapid development of emerging technologies like artificial intelligence makes it easier for malicious actors to develop bots, deepfakes, or other forms of manipulated content that can steer customers away from small businesses and the consequences can be devastating.
Misinformation is the sharing of inaccurate and misleading information, and the act can be both deliberate and unintentional. Malicious actors can use fake reviews, rumours, or false images to promote negative content or create backlash against a business’ brand and reputation. For a fledgling or growing enterprise, its credibility is a critical asset and any threat to the same is as much a cause for concern as any other operational hindrance.
Relationship Building to Counter Misinformation
We live in a world that is dominated by brands. A brand should ideally inspire trust. It is the single most powerful and unifying characteristic that embodies an organisation's culture and values and once well-established, can create incremental value. Businesses report industry rumours where misinformation resulted in the devaluation of a product, sowing mistrust among customers, and negatively impacting the companies’ revenue. Mitigating strategies to counter these digital downsides can include implementing greater due diligence and basic cyber hygiene practices, like two-factor or multi-factor authentication, as well as open communication of one’s experiences in the larger professional and business networks.
The loss of customer trust can be fatal for a business, and for an SME, the access to the scale of digital and other resources required to restore reputations may simply not be a feasible option. Creating your brand story is not just the selling pitch you give to customers and investors, but is also about larger qualitative factors such as your own motivation for starting the enterprise or the emotional connection your audience base enjoys with your organisation. The brand story is a mosaic of multiple tangible and intangible elements that all come together to determine how the brand is perceived by its various stakeholders. Building a compelling and fortified brand story which resonates deeply with people is an important step in developing a robust reputation. It can help innoculate against several degrees of misinformation and malicious attempts and ensure that customers continue to place their faith in the brand despite attempts to hurt this dynamic.
Engaging with the target audience, ie, the customer base is part of an effective marketing tool and misinformation inoculation strategy. SMEs should also continuously assess their strategies, adapt to market changes, and remain agile in their approach to stay competitive and relevant in today's dynamic business environment. These strategies will lead to greater customer engagement through the means of feedback, reviews and surveys which help in building trust and loyalty. Innovative and dynamic customer service engages the target audience and helps in staying in the competition and being relevant.
Crisis Management and Response
Having a crisis management strategy is an important practice for all SMEs and should be mandated for better policy implementation. Businesses need greater due diligence and basic cyber hygiene practices, like two-factor authentication, essential compliances, strong password protocols, transparent disclosure, etc.
The following steps should form part of a crisis management and response strategy:
- Assessing the damage by identifying the misinformation spread and its impact is the first step.
- Issuing a response in the form of a public statement by engaging the media should precede legal action.
- Two levels of communication need to take place in response to a misinformation attack. The first tier is internal, to the employees and it should clarify the implications of the incident and the organisation’s response plan. The other is aimed at customers via direct outreach to clarify the situation and provide accurate information in regard to the matter. If required the employees can be provided training related to the handling of the customer enquiries regarding the misinformation.
- The digital engagement of the enterprise should be promptly updated and social media platforms and online communications must address the issue and provide clarity and factual information.
- Immediate action must include a plan to rebuild reputations and trust by ensuring customers of the high quality of products and services. The management should seek customer feedback and show commitment to improving processes and transparency. Sharing positive testimonials and stories of satisfied customers can also help at this stage.
- Engaging with the community and collaborating with organisations is also an important part of crisis management.
While these steps are for rebuilding and crisis management, further steps also need to be taken:
- Monitoring customer sentiment and gauging the effectiveness of the efforts taken is also necessary. And if required, strategic adjustments can be made in response to the evolving circumstances.
- Depending on the severity of the impact, management may choose to engage the professional help of PR consultants and crisis management experts to develop comprehensive recovery plans and help navigate the situation.
- A long-term strategy which focuses on building resilience against future attacks is important. Along with this, engaging in transparency and proactive communication with stakeholders is a must.
Legal and Ethical Considerations
SMEs administrators must prioritise ethical market practices and appreciate that SMEs are subject to laws which deal with defamation, intellectual property rights- trademark and copyright infringement in particular, data protection and privacy laws and consumer protection laws. Having the knowledge of these laws and ensuring that there is no infringement upon the rights of other enterprises or their consumers is integral in order to continue engaging in business legally.
Ethical and transparent business conduct includes clear and honest communication and proactive public redressal mechanisms in the event of misinformation or mistakes. These efforts go a long way towards building trust and accountability.
Proactive public engagement is an important step in building relationships. SMEs can engage with the community where they conduct their business through outreach programs and social media engagement. Efforts to counter misinformation through public education campaigns that alert customers and other stakeholders about misinformation serve the dual purpose of countering misinformation and creating deep community ties. SME administrators should monitor content and developments in their markets and sectors to ensure that their marketing practices are ethical and not creating or spreading misinformation, be it in the form of active sensationalising of existing content or passive dissemination of misinformation created by others. Fact-checking tools and expert consultations can help address and prevent a myriad of problems and should be incorporated into everyday operations.
Conclusion
Developing strong cybersecurity protocols, practising basic digital hygiene and ensuring regulatory compliances are crucial to ensure that a business not only survives but also thrives. Therefore, a crisis management plan and trust-building along with ethical business and legal practices go a long way in ensuring the future of SMEs. In today's digital landscape, misinformation is pervasive, and trust has become a cornerstone of successful business operations. It is the bedrock of a resilient and successful SME. By implementing and continuously improving trust-building efforts, businesses can not only navigate the challenges of misinformation but also create lasting value for their customers and stakeholders. Prioritising trust ensures long-term growth and sustainability in an ever-evolving digital landscape.
References
- https://SME.gov.in/sites/default/files/SME-Strategic-Action-Plan.pdf
- https://carnegieendowment.org/research/2024/01/countering-disinformation-effectively-an-evidence-based-policy-guide?lang=en
- https://dcSME.gov.in/Report%20of%20Expert%20Committee%20on%20SMEs%20-%20The%20U%20K%20Sinha%20Committee%20constitutes%20by%20RBI.pdf
Related Blogs
Introduction
In the advanced age of digitalization, the user base of Android phones is high. Our phones have become an integral part of our daily life activities from making online payments, booking cabs, playing online games, booking movie & show tickets, conducting online business activities, social networking, emailing and communication, we utilize our mobile phone devices. The Internet is easily accessible to everyone and offers various convenient services to users. People download various apps and utilize various services on the internet using their Android devices. Since it offers convenience, but in the growing digital landscape, threats and vulnerabilities have also emerged. Fraudsters find the vulnerabilities and target the users. Recently, various creepy online scams such as AI-based scams, deepfake scams, malware, spyware, malicious links leading to financial frauds, viruses, privacy breaches, data leakage, etc. have been faced by Android mobile users. Android mobile devices are more prone to vulnerabilities as compared to iOS. However, both Android and iOS platforms serve to provide safer digital space to mobile users. iOS offers more security features. but we have to play our part and be careful. There are certain safety measures which can be utilised by users to be safe in the growing digital age.
User Responsibility:
Law enforcement agencies have reported that they have received a growing number of complaints showing malware being used to compromise Android mobile devices. Both the platforms, Android and Google, have certain security mechanisms in place. However, cybersecurity experts emphasize that users must actively take care of safeguarding their mobile devices from evolving online threats. In this era of evolving cyber threats, being precautious and vigilant and personal responsibility for digital security is paramount.
Being aware of evolving scams
- Deepfake Scams: Deepfake is an AI-based technology. Deepfake is capable of creating realistic images or videos which in actuality are created by machine algorithms. Deepfake technology, since easily accessible, is misused by fraudsters to commit various cyber crimes or deceive and scam people through fake images or videos that look realistic. By using the Deepfake technology, cybercriminals manipulate audio and video content which looks very realistic but, in actuality, is fake.
- Voice cloning: To create a voice clone of anyone's, audio can be deepfaked too, which closely resembles a real one but, in actuality, is a fake voice created through deepfake technology. Recently, in Kerala, a man fell victim to an AI-based video call on WhatsApp. He received a video call from a person claiming to be his former colleague. The scammer, using AI deepfake technology, impersonated the face of his former colleague and asked for financial help of 40,000.
- Stalkerware or spyware: Stalkware or spyware is one of the serious threats to individual digital safety and personal information. Stalkware is basically software installed into your device without your consent or knowledge in order to track your activities and exploit your data. Stalkware, also referred to as spyware, is a type of malicious software secretly installed on your device without your knowledge. Its purpose is to track you or monitor your activities and record sensitive information such as passwords, text messages, GPS location, call history and access to your photos and videos. Cybercriminals and stalkers use this malicious software to unauthorisedly gain access to someone's phone devices.
Best practices or Cyber security tips:
- Keep your software up to date: Turn on automatic software updates for your device and make sure your mobile apps are up to date.
- Using strong passwords: Use strong passwords on your lock/unlock and on important apps on your mobile device.
- Using 2FA or multi-factor authentication: Two-factor authentication or multi-factor authentication provides extra layers of security. Be cautious before clicking on any link and downloading any app or file: Users are often led to click on malicious online links. Scammers may present such links to users through false advertisements on social media platforms, payment processes for online purchases, or in phone text messages. Through the links, victims are led either to phishing sites to give away personal data or to download harmful Android Package Kit (APK) files used to distribute and install apps on Android mobile phones.
- Secure Payments: Do not open any malicious links. Always make payments from secure and trusted payment apps. Use strong passwords for your payment apps as well. And secure your banking credentials.
- Safe browsing: Pay due care and attention while clicking on any link and downloading content. Ignore the links or attachments of suspicious emails which are from an unknown sender.
- Do not download third-party apps: Using an APK file to download a third-party app to an Android device is commonly known as sideloading. Be cautious and avoid downloading apps from third-party or dubious sites. Doing so may lead to the installation of malware in the device, which in turn may result in confidential and sensitive data such as banking credentials being stolen. Always download apps only from the official app store.
- App permissions: Review app permission and only grant permission which is necessary to use that app.
- Do not bypass security measures: Android offers more flexibility in the mobile operating system and in mobile settings. For example, sideloading of apps is disabled by default, and alerts are also in place to warn users. However, an unwitting user who may not truly understand the warnings may simply grant permission to an app to bypass the default setting.
- Monitoring: Regularly monitor your devices and system logs for security check-ups and for detecting any suspicious activity.
- Reporting online scams: A powerful resource available to victims of cybercrime is the National Cyber Crime Reporting Portal, equipped with a 24x7 helpline number, 1930. This portal serves as a centralized platform for reporting cybercrimes, including financial fraud.
Conclusion:
The era of digitalisation has transformed our lives, with Android phones becoming an integral part of our daily routines. While these devices offer convenience, they also expose us to online threats and vulnerabilities, such as scams like deepfake technology-based scams, voice clones, spyware, malware, and malicious links that can lead to significant financial and privacy breaches. Android devices might be more susceptible to such scams. By being aware of emerging scams like deepfakes, spyware, and other malicious activities, we can take proactive steps to safeguard our digital lives. Our mobile devices remain as valuable assets for us. However, they are also potential targets for cybercriminals. Users must remain proactive in protecting their devices and personal data from potential threats. By taking personal responsibility for our digital security and following these best practices, we can navigate the digital landscape with confidence, ensuring that our Android phones remain powerful tools for convenience and connection while keeping our data and privacy intact and staying safe from online threats and vulnerabilities.
References:
Executive Summary:
CVE 2024-3094 is a backdoor vulnerability recently found in Kali Linux installations that happened between March 26th to 29th. This vulnerability was found in XZ package version 5.6.0 to 5.6.1. It could allow the malicious actor to compromise SSHD authentication, and grant unauthorized access to the entire system remotely. The users who have installed or updated Kali Linux during the said time are advised to update their system to safeguard against this vulnerability.
The Dangerous Backdoor
The use of the malicious implant found in XZ Utils as a remote code execution tool makes it more dangerous, because of its ability to compromise the affected systems. Initially, researchers believed the vulnerability enabled an authentication bypass for the OpenSSH server (SSHD) process. However, further analysis revealed it is better characterized as a remote code execution (RCE) vulnerability.
The backdoor intercepts the RSA_public_decrypt function, verifies the host's signature using a fixed Ed448 key, and if successful, executes malicious code passed by the attacker via the system() function. This leaves no trace in SSHD logs and makes it difficult to detect the vulnerability.
Impacted Linux Distributions
The compromised versions of XZ Utils have been found in the following Linux distributions released in March 2024:
- Kali Linux (between March 26 and March 29)
- openSUSE Tumbleweed and openSUSE MicroOS (March 7 to March 28)
- Fedora 41, Fedora Rawhide, and Fedora Linux 40 beta
- Debian (testing, unstable, and experimental distributions only)
- Arch Linux container images (February 29 to March 29)
- Meanwhile, distributions such as Red Hat Enterprise Linux (RHEL), SUSE Linux Enterprise, openSUSE Leap, and Debian Stable are not believed to be affected.
How Did This Happen?
The malicious code appears to have been inserted by taking advantage of a typical control transfer vulnerability. The original maintainer of the XZ Libs project on GitHub handed over control of the repository to an account that had been contributing to various data compression-related projects for several years. It was at this point that the backdoor was implanted in the project code.
Fortunately, the Potential Disaster Was Averted
As per Igor Kuznetsov, head of Kaspersky's Global Research and Analysis Team (GReAT), the vulnerability CVE-2024-3094 is considered as the largest scale attack that has happened in the Linux ecosystem history. Because it targeted the primary remote management tool for Linux servers on the internet which is SSH servers.
As this vulnerability was detected in the testing and rolling distributions in the short period of time, where the latest software packages are used. This results to the minimum damage to the linux users and so far no case of CVE-2024-3094 being actively exploited have been detected.
Staying Safe
The U.S. Cybersecurity and Infrastructure Security Agency (CISA) advises that users who installed or updated the affected operating systems in March immediately roll back to XZ Utils 5.4.6 version and be on alert for any malicious activity. It is recommended to change the passwords in the case of a distribution where a weak version of XZ Utils has been installed.
The Yara rule has been released to detect any infected systems by CVE-2024-3094 Vulnerability.
Conclusion
The discovery of the XZ Utils backdoor provides a reminder to be vigilant in the open source software environment. This supply chain attack highlights the importance of strong security measures, elaborate code reviews, and regular distribution of security updates to provide shield against such vulnerabilities. Always staying informed and taking the necessary precautions, Linux users can mitigate the potential impact of this vulnerability to keep their systems safe.
References :
- https://thehackernews.com/2024/03/urgent-secret-backdoor-found-in-xz.html
- https://www.helpnetsecurity.com/2024/03/29/cve-2024-3094-linux-backdoor/
- https://www.kali.org/blog/about-the-xz-backdoor/
- https://www.kaspersky.com/blog/cve-2024-3094-vulnerability-backdoor/50873/
- https://www.rapid7.com/blog/post/2024/04/01/etr-backdoored-xz-utils-cve-2024-3094/
Introduction
Prebunking is a technique that shifts the focus from directly challenging falsehoods or telling people what they need to believe to understanding how people are manipulated and misled online to begin with. It is a growing field of research that aims to help people resist persuasion by misinformation. Prebunking, or "attitudinal inoculation," is a way to teach people to spot and resist manipulative messages before they happen. The crux of the approach is rooted in taking a step backwards and nipping the problem in the bud by deepening our understanding of it, instead of designing redressal mechanisms to tackle it after the fact. It has been proven effective in helping a wide range of people build resilience to misleading information.
Prebunking is a psychological strategy for countering the effect of misinformation with the goal of assisting individuals in identifying and resisting deceptive content, hence increasing resilience against future misinformation. Online manipulation is a complex issue, and multiple approaches are needed to curb its worst effects. Prebunking provides an opportunity to get ahead of online manipulation, providing a layer of protection before individuals encounter malicious content. Prebunking aids individuals in discerning and refuting misleading arguments, thus enabling them to resist a variety of online manipulations.
Prebunking builds mental defenses for misinformation by providing warnings and counterarguments before people encounter malicious content. Inoculating people against false or misleading information is a powerful and effective method for building trust and understanding along with a personal capacity for discernment and fact-checking. Prebunking teaches people how to separate facts from myths by teaching them the importance of thinking in terms of ‘how you know what you know’ and consensus-building. Prebunking uses examples and case studies to explain the types and risks of misinformation so that individuals can apply these learnings to reject false claims and manipulation in the future as well.
How Prebunking Helps Individuals Spot Manipulative Messages
Prebunking helps individuals identify manipulative messages by providing them with the necessary tools and knowledge to recognize common techniques used to spread misinformation. Successful prebunking strategies include;
- Warnings;
- Preemptive Refutation: It explains the narrative/technique and how particular information is manipulative in structure. The Inoculation treatment messages typically include 2-3 counterarguments and their refutations. An effective rebuttal provides the viewer with skills to fight any erroneous or misleading information they may encounter in the future.
- Micro-dosing: A weakened or practical example of misinformation that is innocuous.
All these alert individuals to potential manipulation attempts. Prebunking also offers weakened examples of misinformation, allowing individuals to practice identifying deceptive content. It activates mental defenses, preparing individuals to resist persuasion attempts. Misinformation can exploit cognitive biases: people tend to put a lot of faith in things they’ve heard repeatedly - a fact that malicious actors manipulate by flooding the Internet with their claims to help legitimise them by creating familiarity. The ‘prebunking’ technique helps to create resilience against misinformation and protects our minds from the harmful effects of misinformation.
Prebunking essentially helps people control the information they consume by teaching them how to discern between accurate and deceptive content. It enables one to develop critical thinking skills, evaluate sources adequately and identify red flags. By incorporating these components and strategies, prebunking enhances the ability to spot manipulative messages, resist deceptive narratives, and make informed decisions when navigating the very dynamic and complex information landscape online.
CyberPeace Policy Recommendations
- Preventing and fighting misinformation necessitates joint efforts between different stakeholders. The government and policymakers should sponsor prebunking initiatives and information literacy programmes to counter misinformation and adopt systematic approaches. Regulatory frameworks should encourage accountability in the dissemination of online information on various platforms. Collaboration with educational institutions, technological companies and civil society organisations can assist in the implementation of prebunking techniques in a variety of areas.
- Higher educational institutions should support prebunking and media literacy and offer professional development opportunities for educators, and scholars by working with academics and professionals on the subject of misinformation by producing research studies on the grey areas and challenges associated with misinformation.
- Technological companies and social media platforms should improve algorithm transparency, create user-friendly tools and resources, and work with fact-checking organisations to incorporate fact-check labels and tools.
- Civil society organisations and NGOs should promote digital literacy campaigns to spread awareness on misinformation and teach prebunking strategies and critical information evaluation. Training programmes should be available to help people recognise and resist deceptive information using prebunking tactics. Advocacy efforts should support legislation or guidelines that support and encourage prebunking efforts and promote media literacy as a basic skill in the digital landscape.
- Media outlets and journalists including print & social media should follow high journalistic standards and engage in fact-checking activities to ensure information accuracy before release. Collaboration with prebunking professionals, cyber security experts, researchers and advocacy analysts can result in instructional content and initiatives that promote media literacy, prebunking strategies and misinformation awareness.
Final Words
The World Economic Forum's Global Risks Report 2024 identifies misinformation and disinformation as the top most significant risks for the next two years. Misinformation and disinformation are rampant in today’s digital-first reality, and the ever-growing popularity of social media is only going to see the challenges compound further. It is absolutely imperative for all netizens and stakeholders to adopt proactive approaches to counter the growing problem of misinformation. Prebunking is a powerful problem-solving tool in this regard because it aims at ‘protection through prevention’ instead of limiting the strategy to harm reduction and redressal. We can draw parallels with the concept of vaccination or inoculation, reducing the probability of a misinformation infection. Prebunking exposes us to a weakened form of misinformation and provides ways to identify it, reducing the chance false information takes root in our psyches.
The most compelling attribute of this approach is that the focus is not only on preventing damage but also creating widespread ownership and citizen participation in the problem-solving process. Every empowered individual creates an additional layer of protection against the scourge of misinformation, not only making safer choices for themselves but also lowering the risk of spreading false claims to others.
References
- [1] https://www3.weforum.org/docs/WEF_The_Global_Risks_Report_2024.pdf
- [2] https://prebunking.withgoogle.com/docs/A_Practical_Guide_to_Prebunking_Misinformation.pdf
- [3] https://ijoc.org/index.php/ijoc/article/viewFile/17634/3565
