Beating the hoaxers at their own game
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Transcript of Beating the hoaxers at their own game
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
BEATING HOAXERS AT THEIR OWN GAME
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
BEATING THE HOAXERS AT THEIR OWN GAME
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
BEATING THE HOAXERS
Beating the hoaxers at their own game
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
WHY BOTHER DEBUNKING?
On average, it takes more than 12 hours for a false claim on social media to be debunked
The false claim travels farther and faster than the debunk
Source: Shao, Ciampaglia et al, University of Indiana – ‘Hoaxy: A Platform for Tracking Online Misinformation
Credit: Craig Silverman
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
WHY BOTHER DEBUNKING?
“Our analysis shows that tweets reporting unverified rumours spark a sudden burst of retweets within the very first minutes, showing that users tend to share early,
unverified reports rather than later confirmations or debunks.”
They also found that tweets sent in support of an unverified claim tend to generate the most retweets. This also aligns with the other finding that a (potentially) true rumor
is more interesting than a false one.
Source: Zubiaga et al, Warwick University: ‘Analysing How People Orient to and Spread Rumoursin Social Media by Looking at Conversational Threads'
Credit: Craig Silverman
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
WHY BOTHER DEBUNKING?
On average, it takes more than 12 hours for a false claim on social media to be debunked
The false claim travels farther and faster than the debunk
Credit: Craig Silverman
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
WHY BOTHER DEBUNKING?
Trust in news is falling in many countries
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
SOURCES OF FAKES
• Official sources of
propaganda
Here’s what you need to look out for:
Credit: Craig Silverman
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
SOURCES OF FAKES
• Official sources of
propaganda
• Hoaxers and marketers
Credit: Craig Silverman
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
SOURCES OF FAKES
• Official sources of
propaganda
• Hoaxers and marketers
• Fake news websites
Credit: Craig Silverman
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
SOURCES OF FAKES
• Official sources of
propaganda
• Hoaxers and marketers
• Fake news websites
• Unintentional
propagators like…
Credit: Craig Silverman
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
SOURCES OF FAKES
• Official sources of
propaganda
• Hoaxers and marketers
• Fake news websites
• Unintentional
propagators like…
• Journalists, news
organisations, you, me
EVERYONE Credit: Craig Silverman
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
HOW TO SPOT A FAKE
• Find the original source.
• Check the About page.
• Run the domain through whois.icann.org
• Google every name, reverse image search all photos.
• Compare against other sources.
• Think about the motivation for sharing/creating it.
Credit: Craig Silverman
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
EFFECTIVE DEBUNKING
Strong, clear visuals
These images are both fake, but the
debunkers are unwittingly sharing
it further
Credit: Tom Trewinnard
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
EFFECTIVE DEBUNKING
Strong, clear visuals
• Don’t re-share the fake/false image without changing it
• Be clear
• Add context
• Make the dry, boring debunk as shareable as the salacious lie
• Use humour and creativity where appropriate
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
EFFECTIVE DEBUNKING
Strong, clear visuals
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
EFFECTIVE DEBUNKING
Use ‘nofollow’ links
<a href=”www.spam.com” rel=’nofollow’>Spam</a>
Or risk boosting the hoax’s SEO
Credit: Aviv Ovadya
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
EFFECTIVE DEBUNKING
Humour and creativity
Make people want to
share the debunk!
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
EFFECTIVE DEBUNKING
Humour and creativity
@ajreid | firstdraftnews.com | @firstdraftnews | #ONA16
EFFECTIVE DEBUNKING
Humour and creativity
😕
firstdraftnews.com | @firstdraftnews | #ONA16
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