DOXING BIZ: How To Prevent Clout Games #BlackOwned

Apr 4, 2021
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Protecting yourself and your #blackowned business from social media trending or attention seeking moves. Vetting your partners, associates or sponsors is NOT enough

Sunday series: reflection on US, Black people and our relationship with ourselves and unsolicited relationships with others (unsolicited because “slavery was 400 years ago, get over it” reflexes from everyone around us – except us).


On the 15 of January, a video leaked with Twitter CEO, Jack Dorsey, warning Twitter crackdown will be much bigger than Donald Trump ban from their platform. A wide exodus of “Republican” followed giving free shine to unashamed “Christian Social Media” platform GAB (www.gab.com). A positive move if you consider that now those who enjoy their Jesus based religion, as much as any other “minorities”, can share their Bible verses and religious references without being subjected to trending posts clowning their zealous spirit. It was heart-breaking, at time, to read what was making everyone laugh against simple mention of Christian values, associated with colonialism or white extremism. The Ku Klux Klan has been mentioned just the other day as not racist, in an official report in Great Britian. Uproar is ongoing right now amongst the Black British who are not to call themselves “English”, according to the Non-Black.

A few days after this leaked video with Jack Dorsey reclaiming his platform from the loud Republican, the inauguration of President-Elect Joe Biden took place in a recently desecrated office by the “Capitol rioter”, in Washington DC on Wednesday 20th of January 2021. In the middle of a Pandemic and lockdowns, reality was more entertaining than any fiction or reality TV. When we thought it was about to get quieter, here come from the 8th of January 2021 a leaked video of Mark Zuckerberg taking “anti-vax” stance in violation of his own platform’s new policy: << I share some caution on this [vaccine] because we just do not know the long-term side effects of basically modifying people’s DNA and RNA >>. 


Mainstream Media, everyone favourite bad guys, creates a main talking point every time they give coverage to a subject. Despite the criticisms, they still hold the power to have us all paying attention and suddenly following new profiles and accounts, by the hundred thousand overnights. Same apply to trending topics, which is the equivalent power of Social Media Platforms. The difference is our proximity to outburst of posts, opinions, and reactions once these trending topics pop-up. In your living room, Mainstream Media does not affect you unless gathering with family and friends to discuss the News. Social Media immediately affects our day and lives due to exposure to trending discussions and hot subjects. Sensationism sells better than sex!

Which is where the CLOUT GAMES start to achieve personal gains, for business or leisure. During the 2020 protests where Black people marched, en masse, looting and vandalised businesses were the recuperation from different protagonists: 
– thief, in search of free products who fell from a van or on the ground
– businesses, taking advantage of insurance claims for broken windows and damaged offices (lockdown had slowed down everyone activities and finances), impossible to investigate due to the climate
– politics, steering conversations towards their own movements

Asian hate has been pushed forward since 2020, when US President Donald Trump called for protection of Asian Americans after charges that his use of the term “China Virus” had aggravated anti-Asian sentiments. Laws were passed. Fundings were secured. Now, in 2021, Black people are accused to hold these violent sentiments against Asian, with recurrent mental illness and homelessness when caught by the police in the USA. 

DOXING means “search for and publish private or identifying information about (a particular individual) on the internet, typically with malicious intent”. We have described above the macro level of this practice, which is unleashed through events that feel staged, even for the non-conspiracy theorists. On a micro level, businesses are also at risk to experience accusations and leaks, based on social justice to improve bad practices or on opportunism to achieve financial claims. To prevent your business from being the recipient of the next trending topic, compliance would be the answer. But the question is: compliance to what? Following the rules and the laws, all health and safety recommendations, every possible human resource obligations, cannot save you from what the CEOs of Twitter and Facebook experienced. 

We have previously discussed sponsorships and the restrictions attached to them, to not lose advertisers and exposure. With the rise of Podcasts, doxing companies and sponsors are the best clickbait, with no lawsuits being advertised once the live has ended. Accusing Google of targeting a channel or restricting growths has not yet any consequences. So, the same should apply to smaller businesses being commented about on LIVE meeting or podcasts. Expressing your public frustrations with any businesses is treated as bad reviews, not defamations. Until someone goes too far and is being made an example of!
Black Women, on a personal level, are the entity that cannot sue Kevin Samuels for growing his reputation at their expenses. The excuse: they call his channel and allow the public humiliation. Derrick Jaxn has used, with a tight grip of his wife’s hand, a Black woman to rebrand and promote a book. The atmosphere created by these clickbait CLOUT GAMES is getting stickier than reality TV. The option to not watch is not available as everyone echo in their videos, posts and comments every single new trending topics. 

Logging off is the only self-care move you can do for your mental health. 




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BY: Sylvaine FRANCIS