Socially Savvy: Spotting Misinformation on Social Media

Last night I started watching “Apple Cider Vinegar”, Netflix’s latest drama of the month. Amongst the number of questions it brought up (“how much of this actually happened?” being chief among them), it was impossible to miss the key theme of the proliferation of damaging misinformation via social media.

Social media is one of those things now that is just a part of life. While there are certainly many out there who remember the days before Instagram, Facebook, TikTok, Snapchat etc. (and anyone else remember, MySpace?), there are many more who have grown up never knowing a social life without an online presence. It’s not just socialising either; a 2024 survey found that up to 20% of us (and 46% of 18-24-year-olds) use social media as our main source of news, and many businesses use social media to sell their products.

When that product is a lifestyle, wellness advice, or health information, we need to be especially cautious and on the lookout for misinformation. In this post we will discuss how social media can sway us to believe misinformation, as well as how to be a savvy consumer.

The Psychology of Influence: How Social Media Plays Tricks

Misinformation can be sneaky and hard to spot. Here are some of the ways we can be tricked:

Sensational Headlines: Ever see a headline that seems a bit too wild or good to be true? That’s often a clue. These headlines are designed to grab your attention and get you to click, but they might not tell the full story.

Lack of Credible Sources: If you come across a claim that doesn’t cite any sources, or references sketchy websites, it’s a good idea to dig deeper. Reliable information usually comes with credible backing.

Emotional Manipulation: Posts that make you feel especially angry or scared might be trying to cloud your judgment. If something gets your emotions running high, take a moment to pause and think it through.

Scarcity and Urgency: Posts that create a sense of urgency can push you to make quick decisions. If something is pressuring you to act fast, take a step back and think before you leap.

Echo Chambers: Social media algorithms often show us content that matches our existing beliefs, creating what are called “echo chambers”. Be cautious of information that only confirms what you already think without offering a new perspective.

There are also three key psychological concepts to be aware of when understanding how social media can sway us:

1. Social Proof: Ever noticed how posts with tons of likes or shares seem more credible? That’s social proof at work. It can make us think something is true just because it’s popular.
2. Authority Bias: Influencers often use their perceived authority to sway opinions. Just because someone has a big following doesn’t mean they’re an expert in everything they talk about.
3. The Bandwagon Effect: When everyone seems to be jumping on a trend or idea, it’s easy to follow suit. This bandwagon effect can spread misinformation quickly.

Influencers and Bias: Reading Between the Lines

Now that we’ve discussed common techniques and trends in the way information is conveyed and consumed, let’s look at what to be mindful of regarding the person who posted the information in the first place.

1. Understand their Motivation: People posting information might be driven by money, personal beliefs, or brand partnerships. Consider what they gain from promoting certain messages.
2. Analyse Content Consistency: Consistent messaging can indicate genuine beliefs, while frequent changes might suggest they’re just following trends. Look for patterns in their content.
3. Sponsored Content and Disclosure: Influencers often get paid to promote products or ideas, which can create a conflict of interest if they can’t disagree without jeopardising their income/business. Check for disclosures about sponsorships, as these can hint at potential bias. Don’t forget that if someone is promoting their own product, they likely won’t provide a disclosure, as it’s already clear they are representing their brand.
4. Diverse Perspectives: Influencers who present a range of views and acknowledge opposing ideas are generally more reliable. Seek out those who encourage balanced discussions.

Practical Steps to Combat Misinformation

Now that you’re armed with some knowledge, here’s how to put it into practice:

1. Engage Critically: Approach content with a critical mindset. Ask questions like: Who’s the source? What evidence supports this claim? Are there other viewpoints?
2. Fact-Check Information: Don’t just trust what a post says. Do a Google Search and see what comes up. Look for independent, recognised authorities such as the ABC, World Health Organisation, Australian Dept of Health or Centers for Disease Control (CDC). Or look for academic, professionally-published research; you can try Google Scholar, or the Australian government provides access to the Cochrane Database for all Australians (a huge international database of scientific studies and healthcare research).
3. Check their Qualification: If your car needs repairs, who do you want looking under the bonnet? I’m going to guess a mechanic; we want an authority to provide advice. In the case of someone providing health information, you want to look for formal education that covers the area of healthcare they are reporting on. Many health practitioners in Australia are required to be registered with the Australian Health Practitioner Regulation Agency, which has a register where you can look up their qualifications. Those who aren’t AHPRA-registered might have other university qualifications that reflect formal training.
4. Diversify Your Sources: Follow a variety of sources to get a well-rounded perspective. This helps you avoid echo chambers and exposes you to different ideas.
5. Educate Others: Share what you’ve learned about spotting misinformation with friends and family. Encouraging critical thinking in others can help curb the spread of false information.
6. Report Misinformation: Most social media platforms let you report false information. Use these tools to help reduce the spread of misinformation.

In the end, while social media is a fantastic tool for staying connected, it’s also a place where misinformation can thrive. By keeping an eye out for red flags, understanding the tricks of the trade, and thinking critically, you can navigate social media with confidence. Remember, staying informed and discerning is your best defence against misinformation. Happy scrolling!

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You can read more about how to find trustworthy health information online here, and read more about spotting misinformation here. If you’re interested in social media and technology more broadly, we also have blogs on masking and inauthenticity on social media, and how technology helps and hinders our daily lives.