When I wrote this work in 2012 I did not imagine that it would be a reality in which we live, I am apprehensive about the challenge that all digital communication administrators in organizations face, when they have in their hands the responsibility to keep the brand identity intact. What was previously just a rumor, a gossip, that is, an easily controllable rumor, currently managing and reversing the devastating Fake News in digital media is a challenge, the more it is fought, the more it feeds on networks with its state-of-the-art artificial intelligences. 

In this context, Fakes, Rumors and Gossip can function as symptoms of problems where stimuli and responses should be immediate.