Evaluate the motives behind online posts and learn to distinguish fake content from real information.
When studying news sharing on social media in the United Kingdom, researchers Andrew Chadwick and Cristian Vaccari say that “in today’s media systems people may be more likely to encounter false and misleading information on a daily basis.” The distinction between reliable and unreliable news in public forums has become an oft-discussed and occasionally volatile topic in recent years.
Social media is an almost inevitable part of our society now – can it be a reliable source of news? Not always. Here are some ways to distinguish between misinformation and disinformation on social media, identify “fake news,” and stay accurately informed.
Misinformation and Disinformation
When looking at what constitutes “fake news” and how it spreads on social media, there are two types of false information to be aware of — misinformation and disinformation. Researchers at Indiana University found that these two types of information often go viral because “information overload and users’ limited attention spans limit social media’s capacity to discriminate information based on quality.”
Because social media is a public platform, anyone – including the media – can post anything without being responsible for fact-checking. It is up to users to distinguish misinformation from disinformation in their sources.
Misinformation
What distinguishes misinformation from disinformation is the intent of the person or source spreading it. In the previously cited study from Indiana University, misinformation is classified as “false or misleading content, including hoaxes, conspiracy theories, fabricated reports, clickbait headlines, and even satire.” Misinformation is not intended to intentionally deceive. Instead, it aims to shape or change public opinion on a given topic.
Disinformation
Disinformation can be spread using many of the same tactics as misinformation – hoaxes, click-bait, fabricated reports. Disinformation is designed to deceive. Chadwick and Vaccari’s study found that 24.8% of their respondents shared a news story that they either thought was fabricated when they saw it or knew was exaggerated.
There are a number of reasons why individuals' social media accounts or even business accounts might spread misinformation. It could be to increase the effectiveness of their social media marketing, increase their online traffic, build more followers for their page or business, trigger an emotional response, or create a distraction.
Disinformation can be dangerous on social media because, as previously mentioned, the sheer amount of information out there and the length of readers' attention spans can allow it to go unchecked.
If you want to become more media literate and be able to identify fake news, there are questions you can ask yourself. These questions will vary depending on the type of account you are following.
Personal accounts
If you are following a personal account and are wondering about the credibility of the news being shared, it is important to ask questions and do your research. Social media platform algorithms are designed for optimized user retention and engagement, and are not looking for misinformation or disinformation. Some questions that can help you identify fake news are:
- Does the account that shared the post have emotional or professional stakes in these claims?
- What content does it ask you to focus on?
- Is this information reasonable?
- Is it reputable, or does it cite reputable sources?
- Why is it valuable to the account that shared it?
Business or professional account
With a business or professional account, the focus is on the audience. Social media pages for professional organizations should ideally be informative about the goals and values of the business. They should engage potential or current customers and be careful not to alienate them. In addition to the questions you would ask a personal account, you should also ask:
- How am I serving my audience?
- Will this alienate anyone in my core market?
- How does this reflect on the reputation or values of my business?
- Is this timely or important to my clientele?
Falling victim to misinformation or fake news with a professional or business account can have serious consequences, so being thorough and careful before posting can go a long way.
The power of social media
Combating fake news on social media depends on understanding the intentions of other posters and the platform itself. Social media platforms make money by selling user data to advertising companies, which is why you will often see ads tailored to your interests or search history.
This is important to know for context. As an individual, being aware that the news you see in your feed is filtered based on previously collected data can help you be more aware of your inherent biases. If you represent a business that uses social media as a marketing platform, it’s important to keep your posts consistent with your brand and share things on your timeline that build relationships with customers, align with your values, or showcase original content.
Fake news on social media may be inevitable. But you can help stop its spread by thinking critically. Maintain a healthy level of curiosity about what you read in your feed, understand how social media platforms curate what you see, and frequently employ investigative practices. Social media is a powerful tool, for both businesses and individuals, when handled with the right intention and consideration.
Article published on the email and marketing automation platform for growing businesses Mailchimp.com.