Misinformation is like a virus that has infected social media platforms, spreading far and wide with alarming speed. It is often blamed on people’s inability to analyse information correctly. But a new study from USC and Yale has revealed a deeper problem. The very structure of these platforms is driving the habitual sharing of fake news on social media, with users giving little consideration to accuracy. This begs the question: how can we tackle misinformation effectively?
The study found that platform cues embedded within the algorithms drive the habitual sharing of fake news on social media. Consequently, users give little consideration to the accuracy of what they share. While political bias and critical reflection do play a role, the user’s habits have the most significant impact.
The study found that it triples the amount of fake news shared by some users. In fact, just 15% of the most habitual news sharers were responsible for spreading around 30% to 40% of fake news. It is no wonder that misinformation is so prevalent on social media platforms that users are encouraged to post and share frequently, especially sensational information.
Why is there so much fake news on social media?
Proposals to reduce fake news on social media may be ineffective if they do not address the root of the problem. That is the reward system of social media platforms. Instead, the researchers suggest incentivising accuracy rather than popularity to promote accurate information sharing.
Two proposed interventions are algorithmic de-prioritising unverified news content and disrupting habitual news sharing by adding confirmation buttons. For example, they could add confirmation buttons that require content creators to confirm that they understand the potential consequences of sharing a post.
Can we trust social media platforms to reduce fake news?
The solution to the problem of fake news on social media must rely on more than just social media giants making changes. The biggest mistake is to think social media companies will fix this soon. The internet is over 30 years old, and the issues that were identified in the 1990s still remain.
We need experts like scientists and medical professionals to build their online capabilities and knowledge. With over 200 ranking factors for Google alone, it is difficult, but the more skilled they are, the more we can drown out this bad information.
How can you grow when there is so much fake news on social media?
As a digital agency for health brands, we only work with health companies with proven credentials to help them optimise their website visibility and social media presence.
Yet, many of these organisations face the challenge of marketing themselves. They are often driven by their cause and the science that backs their offering. Consequently, they can feel despondent when their content doesn’t even reach their audience and stop posting.
Yet, to grow effectively on social media, it’s imperative to understand how different social platforms work. For instance, an effective strategy on Instagram requires understanding the difference between your industry niche and an Instagram niche. By doing this, you can teach the algorithms who to target.
Moreover, contrary to popular belief, increasing views and engagement is not about the best content. Instead, it’s about the best type of content for the platform and your target audience. This is what helps drive more followers who feel aligned with your mission.
Yet, to grow effectively across digital channels, organisations must invest in the right skills. With advancements in AI in social media, finding the right people or digital agency can be challenging, meaning several considerations must be undertaken. Critically, they must be able to go beyond today’s conventional wisdom and understand the impact of AI and the role of emotional storytelling.
Taking the next steps
The rise of misinformation and fake news on social media platforms is like a wildfire raging out of control with no end. It is imperative that social media companies be better regulated and reward users for sharing accurate information. This issue must be addressed before it becomes even more pervasive.
In the meantime, science-backed health organisations need to invest in their online capabilities. Getting to 10k followers takes time and expertise. If they do not, they will continue to be drowned out by fake news on social media.
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