duration

Location
Virtual

This session will look at how social housing providers can still make good use of social media to reach their communities despite the misinformation economy and the great switch-off.

  • Read more

    Hannah Fearn, freelance journalist, will combine a ‘state of the nation’ overview of digital comms and the risks of misinformation putting reputations at risk, followed by some thoughts and advice on how to use useful channels well.

    Social media is evolving fast – and so is the way people discover and trust information.

    This interactive session explores how social housing providers can still use social media effectively to reach communities in an era shaped by misinformation, audience “switch-off”, and AI-driven search. Alongside practical discussion of what’s working and what isn’t, we’ll look at how reputations are increasingly formed through tools like ChatGPT and other LLMs – and what that means for housing providers trying to communicate clearly, credibly, and consistently.

    What Hannah will cover:

    • The changing attention landscape: why audiences are switching off, what that means for content, and how housing providers can still cut through
    • Beyond social feeds – the new ‘search’ reality: how people now find information via AI tools and what that means for organisational reputation and narrative
    • AI, trust, and reputation: why legacy issues and negative narratives can be amplified, and how long it can take for ‘good news’ to land in AI-driven information systems
    • LinkedIn and the rise of AI ‘white noise’: how to keep content human, distinctive, and worth reading in a sea of generic AI posts.
  • Our speakers

    Hannah Fearn, Freelance Journalist
    Hannah is a reporter, writer and columnist covering politics, social affairs and a wide range of other issues. She is the former comment editor of the Independent and previously worked for The Guardian, Times Higher Education and Inside Housing.
  • Session outline

    Setting the scene: the great switch-off and the misinformation economy

    • What’s changed in how people engage with and trust social content
    • Group discussion starter: recent social media successes and surprising flops
    • The reputational impact when negativity travels faster than nuance

    Social media now sits inside a bigger information ecosystem

    • How people find information today – beyond Google: AI tools and new discovery habits
    • What this means for how people talk about you and where reputations are formed
    • Why changing perception can be slow even when practice improves

    AI and housing reputation: risks, realities and opportunities

    • How narratives are reinforced or repeated in AI-driven information journeys
    • Practical implications for comms teams: consistency, clarity and myth-busting

    Practical strategy and takeaways for housing providers

    • Making social media work harder: channel choices, content that cuts through, and community reach
    • Keeping tone human and credible

    Discussion / Q&A

  • Cancellations and substitutions

    If you are unable to attend an event or public training course, please let us know in writing (email is fine) at least 48 hours before. Please email [email protected]

    Otherwise, a cancellation fee of £60 plus VAT will be chargeable.

    If you are using a package place to attend and do not inform us within the agreed time frame, then a place will be taken to cover your non-attendance.

    Cancellations must be made in writing, and will be acknowledged by HQN Limited.

  • Price and booking

    Bookings are closed for this event.

    If you experience any issues when submitting your booking, please email [email protected] with the name and date of the session along with the delegate name(s), email address(es) and job title(s) and we'll process the booking for you.

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