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“It’s the age of truthful information. Not misinformation or political polarization.”, Says Nicole Ogloza CEO and founder of Etha

We’re not new to the word ‘misinformation’. In fact, we’ve seen what it can do in last year alone. From citizens becoming cynical towards the establishment and even their fellow voters because of political polarization to people losing countless lives all over the world because of fake and manipulated news about COVID-19 vaccines.


The worst is yet to come as we are about to enter another election year, and conversations have spurred about the health of American democracy pressurizing social media on yet another level. The fact that social media platforms like Twitter and Facebook stay unregulated in how they curate news, make it viral and present information to the masses is making the situation worse. 


It’s high time now that we as citizens understand misinformation, polarization and selective exposure. Understand what’s clickbait and fake in a fragmented media environment. And switch to a source that is authentic. That can show people how not to fall into traps like echo chambers and other ‘black holes’ of misinformation that they find themselves in. 


One such source is Etha. An AI-based social media app that shares a less biased real-time representation of information and people’s opinions through its platform. Nicole Ogloza is the CEO and founder of this revolutionary social media app. 


She has worked with WarnerMedia and WorkDay for almost 10 years and has firsthand experience on how national stories come to life. Understanding what personal and national impact misinformation can have on the world economy Nicole developed Etha. She is joined by 20 people from all over the world as volunteers who incorporate inclusiveness and diversity into the team and have completed the product without investment. 


We asked Nicole about how traditional media pushes out stories, to which she said, “Most people are unaware that most stories that get popular are clickbait articles to solely get viewership from an audience pool. This viewership translates into dollars and has nothing to do with what the facts are. This is tragic for the future of mass media because it can lead to dangerous decisions and even spark wars and killings based on false statements. Traditional media needs to be restructured in a way that gives back to its community. To publish information that’s fact-checked. That’s real-time. That too in the language they can easily digest rather than misinterpret.” 


She further added, “Misinformation can make companies lose billions, people snuggling people can get into a tailspin of losing jobs, may hurt reputations that is beyond repair and we have already seen what it can do politically.”


“Traditional media uses dangerous tactics to get a national story out there, and they do unregulated through social media platforms and blogging websites. Manipulating the media is something everyone is doing, and the best people out there manipulating it, do the most amount of damage to a business or people in general.”


So how does Etha help, we asked Nicole. To which she said, 


“At Etha, we work with a wide range of technologies like AI, machine learning and data science, pair it up with a mechanism that educates people about a topic and subject. It is an interactive app that helps in breaking down perceptions about a policy, subject matter, and even Covid-19 information with the use of crowdsourcing.”


She added, “The app seeks to stop the spread of misinformation, politically biased views, and hate speech on an array of topics. It can rate political candidates in real-time through crowdsourced LEADER-Q scores, AI verification analytics and holds politicians accountable by curated issue-based debates.“


Etha is a social media company with the objective of enabling real-time representation of information and people’s opinions across a multitude of topics. So the next decision you take could be constructive in every possible way. Currently, its focusing on politics and Covid-19. But it does plan to expand on to more sensitive issues like women rights, gun laws, freedom of speech abortion, and more.”


If you are in for fact-checked information through Etha, get on the waitlist today. Etha is planning to launch by the end of Q1 2022 and is going to make sure the power of media is used rightfully to combat misinformation.


Avi Grondin is a Canadian entrepreneur, digital marketer, and speaker. He is the founder and CEO of Variance Marketing, a Toronto based full-service marketing agency. Avi has been featured in Entrepreneur Magazine, Yahoo Finance, Chicago Tribune, and other top-tier publications for his work in strategizing sales & marketing campaigns for large scale enterprise brands at such a young age. He is a TEDx speaker and loves the idea of impact. He empowers his team, other entrepreneurs, and major brands by equipping them with the strategy necessary to reach the masses. He has spoken about marketing, media, branding, and public relations to audiences at several Universities around Canada, United States, and Australia.

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