LANDWEY: Countering Investigative Journalism with Social Media Influencers

We have seen how businesses employ celebrities as brand ambassadors with the intention of promoting their companies, products, or solutions. In most cases, the aim is to leverage the huge following of the celebrities on digital platforms and in physical settings. In an age where social media wields immense power in shaping public opinion, companies often turn to influencers to manage their online reputation. From manufacturing to the service sector, Nigeria has also had companies that used celebrities for online reputation management or control.

However, recent events surrounding Landwey, a prominent player in the Nigerian real estate industry, have highlighted the potential risks and ethical dilemmas associated with such strategies. Following an investigative journalism report that exposed Landwey’s activities, the company resorted to hiring social media influencers to counteract the negative narrative. As the Nigerian public searches for the report in relation to the company (see Exhibit 1), in this piece, our analyst sheds light on the pitfalls of employing influencers in response to investigative reports and underscores the importance of transparency and ethical conduct in corporate crisis management in Nigeria’s real estate industry.

Exhibit 1: Public interest in key actors and real estate industry in 24 hours

Source: Google Trends, 2023; Infoprations Analysis, 2023

Misrepresentation of Reality

When companies engage influencers to counter investigative reports, there is a significant risk of misrepresenting the reality of the situation. The influencers hired by Landwey may have a vested interest in promoting a positive image, thereby diluting the severity of the allegations and misleading the public. By presenting a skewed perspective, the campaign not only fails to address the underlying issues but also undermines the credibility of the news media outlet that conducted the investigation.

Lack of Accountability

By relying on influencers to manage public perception, companies can avoid taking direct responsibility for their actions. This lack of accountability further erodes trust in the company, as it appears they are more interested in image repair than genuine introspection and corrective measures. Such a response may exacerbate the public’s perception that Landwey is evading its responsibility to rectify the harm caused to buyers.

Ethical Dilemmas

Engaging influencers to counter investigative reports raises ethical concerns. Influencers, who are often seen as independent and unbiased voices, risk compromising their integrity by aligning themselves with companies under scrutiny. This compromises their credibility and the trust they have built with their audience. Additionally, influencers have a responsibility to uphold journalistic values of impartiality and truthfulness, making it problematic when they are used to manipulate public opinion.

Distracting from the Real Issues

By employing influencers, companies can inadvertently divert attention away from the core issues raised by investigative reports. Instead of addressing the concerns and grievances of affected buyers, the focus shifts to promoting a positive image through carefully crafted messages. This approach fails to provide meaningful solutions and undermines the need for genuine reforms within the company and the industry as a whole.

The Landwey case serves as a reminder of the potential pitfalls associated with using social media influencers to counter investigative journalism reports. While influencers can be effective in promoting brands and products, they are ill-suited for addressing serious allegations and ethical concerns. Companies must recognize the importance of transparency, accountability, and genuine corrective actions in crisis management. By embracing open dialogue, taking responsibility, and engaging in meaningful reforms, companies can restore trust, rebuild their reputation, and work towards a more ethical and trustworthy business environment.