In Pursuit Of Truth: A Brand’s Guide To Managing Misinformation Online
The Internet has rewritten the rules for what can be viewed as fact versus fiction. From fake online reviews to inaccurate media articles, it’s impossible to truly know what online information is real and what is fabricated. The same holds true for the voices of online audiences, whether it’s a tweet, a comment on an article or a blog post.
In an attempt to eradicate the mystery, it was recently reported that European scientists are developing a “social media lie detector” called PHEME for popular social media channels like Facebook and Twitter. Using technology like natural language processing, PHEME will review and put online rumors into one of four categories – speculation, controversy, misinformation and disinformation.
While PHEME’s objective to expose online fibbers is admirable, what matters most online is who is talking – AND who is listening. It traces back to the old adage: If a tree falls in the forest and no one is around to hear it, does it make a sound?