During the summer months, the Ukrainian technology firm Fractal faced an assault—not from artillery, but from unnamed internet channels. Over a span of two months, nearly 110 articles concerning its co-founder Artem Borodatiuk were published online, accumulating roughly three million views, the firm reports.
The stories accused him of various things, from his role on a presidential business council to working in Russia. The attack also moved offline, with employees receiving letters from a so-called former colleague and TV crews visiting the office.
Borodatiuk stated that while anonymous media remains unregulated, this is the price of doing business. However, he believes companies do not have to pay with their reputation, clients, and teams.
In Ukraine, such attacks are now a normal business risk, similar to cyber attacks or power cuts. Most Ukrainians read the news on Telegram, and anonymous channels have huge audiences, with people trusting them more than they should.
Read Also: Most CEE businesses ignore water risks
Information Attacks in Emerging Europe
The attack on Fractal is not an isolated incident. Ukrainian journalists recently tested the market and found that three paid posts on a big anonymous channel cost about $3,000. Fake accounts are also cheap, with a bot farm in the city of Zhytomyr selling up to 3,000 fake accounts a month.
Speed is important in these attacks. This month, hackers claimed to have broken into the systems of ATB, one of Ukraine’s biggest supermarket chains, and asked for $400,000. They told their story first, on their own channel, forcing the company to respond to questions the attackers had already set.
The pattern of these attacks is simple: an anonymous source, cheap reach, fake accounts to make it look big, and whoever speaks first sets the story. This is not limited to Ukraine or Telegram, as similar attacks have occurred in other countries, such as Romania, where a coordinated TikTok campaign influenced the presidential election.
Most of these attacks have targeted politics, but the tools can be used against any business, making companies that trade with Ukraine, support it, or have angry competitors potential targets. Clients often call for help after the attack has already gained momentum, giving the attackers more attention and prolonging the problem.
Read Also: Kerala Lottery Sthree Sakthi SS-542 Results with Rs 1 Crore
Instead of arguing with anonymous accounts, companies should focus on using facts and their own channels to respond to attacks. A calm, clear statement with documents, numbers, and names can be more effective than a loud denial.
It is essential for companies to prepare for such attacks by deciding who speaks for the company, preparing answers to expected attacks, and monitoring online conversations about the company. Getting ready costs very little, and every company has a fire plan, even though most never have a fire – attacks on reputation need the same thinking.
In the case of Fractal, the attackers targeted employees, which can be particularly damaging as a team that doubts its owners can break a company from the inside. Companies should ensure that their people hear the truth from them, not from friends or social media, and use their own channels to communicate effectively.
Preparing for Information Attacks
To prepare for such attacks, companies should decide who will speak on their behalf and prepare answers to potential attacks. Monitoring online conversations about the company is also key, as it allows for quick response to emerging issues.
Leave a Reply