What you need to know about online misinformation
Infodemic, fake news, misinformation, whatever you want to call it, one of the largest issues with the internet right now is false information, how quickly it spreads online, and the real world implications of said misinformation. If you’re reading this, (& following us) you likely have some interest in presenting yourself or your brand in a certain light on the internet. Aka, you don’t want to be spreading misleading information, on purpose or not.
Maybe you’ve read some of the news stories about Zuck and others testifying in front of Congress and wondered, “Just how bad is this all anyway?” Well, it turns out. It’s pretty bad. Case in point:
False news peaked on Twitter during the 2012 and 2016 presidential elections
Falsehoods are 70% more likely to be retweeted on Twitter than the truth, and reach their first 1,500 people six times faster
Misinformation got six times more clicks on Facebook than posts containing factual news
48% of US adults say the government should restrict false information online, even if it means losing some freedom to access/publish content
59% of adults say technology companies should take steps to restrict misinformation online, even if it puts some restrictions on Americans’ ability to access and publish content
As we’ve seen with politics and vaccine information, the problem has gotten so bad that some are looking to regulators to step in and most want the platforms themselves to step up. The big tech platforms are attempting to put policies in place to mitigate the spread of misinformation. Here’s what each major player is up to:
The Meta-owned platform combats misinformation by allowing users to report “False Information” to then be verified by third-party fact checkers. If the information is deemed incorrect, it is labeled. Additionally, the platform noted that while it recently gave all accounts access to the link sticker feature, accounts that use hate speech or misinformation may be blocked from access to it.
Following hearings in the house of representatives about Facebook’s role in allowing the spread of COVID misinformation, the social media behemoth is under major scrutiny. While it’s unclear how much Facebook knew and when, what is clear is that the platform has become the hotbed for misinformation online. Specifically, manipulated media or doctored imagery that is harder to monitor than text.
You may have heard that Twitter recently banned Newsmax White House correspondent Emerald Robinson for repeatedly posting misinformation. The app has taken a hard stance on misinformation and even created its Civic integrity policy around the election. This effort saw the app labeling about 300,000 tweets as misinformation, though it has since removed this reporting option.
YouTube
Arguably the platform taking the strongest stance on misinformation, YouTube’s strict misinformation policies have been linked to stopping misinformation on other platforms. The platform is working to quickly and effectively ban channels that are purposefully spreading misinformation around election fraud and vaccine safety.
TL;DR: Misinformation is a growing problem in an increasingly online world and many people want policies put in place to stop the spread. While the most prominent tech platforms are attempting to do so, their efforts are inconsistent and their effectiveness questionable. In the meantime, brands must be extra careful to avoid participating in, sharing, or enabling misinformation both for your brand’s reputation as well as the ability to use these tools and platforms.
If you’re thinking “But wait, I’m just a small business what am I supposed to do about all of this? Here are 4 ways you can do your part:
Media Literacy: Sometimes the best thing a brand can do is use their resources to help their customers cut through the noise and if not judge fact and fiction at least discern trusted sources from questionable ones.
Defer to Experts: One way to promote media literacy is to defer to and elevate experts. If and when your brand needs to wade into topics outside the scope of your brand’s expertise, bringing in an expert is a great way to promote healthy conversation.
Keep Your Friends Honest: Misinformation is now a liability that can impact the status of your social media accounts and therefore communications. Carefully vet potential collaborators to make sure they are responsibly sharing information.
Share Slowly & Mindfully: When sharing information about sensitive or evolving topics it can be tempting to respond as quickly as possible. Instead pause (and pause on all posting if need be) and make sure the information you're sharing 100% represents your brand.
At the end of the day, being careful of the types of content you’re sharing and lifting up is all about being intentional with what is going up on your platforms. It’s key to an overall digital strategy, and also key to combating misinformation online. Win, win.
Sources:
https://mitsloan.mit.edu/ideas-made-to-matter/mit-sloan-research-about-social-media-misinformation-and-elections
https://mitsloan.mit.edu/ideas-made-to-matter/mit-sloan-research-about-social-media-misinformation-and-elections
https://www.cnn.com/2021/09/05/media/reliable-sources-facebook-researchers-deplatform/index.html
https://www.pewresearch.org/fact-tank/2021/08/18/more-americans-now-say-government-should-take-steps-to-restrict-false-information-online-than-in-2018/
https://www.pewresearch.org/fact-tank/2021/08/18/more-americans-now-say-government-should-take-steps-to-restrict-false-information-online-than-in-2018/
https://www.nytimes.com/2021/10/14/technology/distortions-youtube-policies.html