Fiction, bias and a veneer of truth: misinformation on social media is growing. With the meteoric rise of Artificial Intelligence (AI) chatbots (think ChatGPT), it’s no surprise that there has been a seismic shift in how people source their information. But it can be inaccurate and misleading. So, it’s crucial you know how bots can spread misinformation on your social media and what you can do to mitigate this.  

What is misinformation? 

What one sees as a harmless exaggeration, another might view as misleading information. In Australia, this has legal ramifications. The Competition and Consumer Act 2010 prohibits misleading and deceptive conduct, which applies to social media channels managed by businesses and government agencies. 

Where do bots get their information? 

Software robots (bots) communicate and imitate human online behaviour. One example is ChatGPT, the fastest growing web platform ever. Ask it almost any question and it generates a response by pulling information from online resources. However, they also scrape user-generated content (UGC) – content created by people rather than brands. While UGC can be a powerful way to boost your marketing, it may not be reliable.  

And let’s not forget that this goes beyond words. AI is also used to create increasingly realistic fake images, audio and video. AI-generated false content is becoming a problem. 

Bots, a risky business?

The Australian Human Rights Commission states AI-informed bots, like ChatGPT, help solve complex problems, boost productivity, reduce human error and democratise information. But they can also produce inaccurate, biased or offensive content. 

For example: 

• An employee uses AI-generated information to respond to a social comment about your new renewable energy policy. If it provides outdated information, your audience is misinformed and it could put you at legal risk. You are responsible for the content on your social channels, so this is a reputational hit you’ll want to avoid.

• A local council uses bots to automate responses on community engagement comments on its Facebook page. The bot misunderstood slang and common expressions, leading to incorrect or inappropriate replies.  

How to protect your social media from misinformation

Here are a few strategies to guard against falsehoods, fake news and fabrications on your social channels. 

• Fact check and verify process
  Know what to look for; establish a fact-checking and verification process before posting information on social media. You could use a reputable fact-checking tool to confirm its accuracy. Cite credible sources where required, and make sure you correct any inaccuracies promptly. You could create a knowledge hub (like ours!) or FAQs to address common questions and concerns.  

• Real-time monitoring 
  You can use Brolly’s Insights feature to notify you when certain keywords are used on your social channels. Perhaps about a new policy, project development or customer service issue. You receive notifications when these are posted and can take swift action to address any inaccuracy or misleading information. As always, all content is captured and archived in your Brolly account so you can keep track of these matters. 

• Employee awareness and training
  Train social media managers in identifying and avoiding misinformation relating to your organisation. They should understand how to critically assess information before sharing it. Provide guidelines and best practices for responsible social media usage, and make sure you add these to your Social Media Policy. 

• Be transparent and accountable
  If misinformation is found in your content, acknowledge it and apologise if necessary. Correct any mistakes promptly and reiterate your commitment to providing accurate information. You could record these issues in a register to keep track and avoid them in future. If you see an increasing trend, it might be time to take more decisive action. 

A word of caution… 

Within reason, misinformation can be subjective. While you want to create a trustworthy online environment, overly restrictive regulation of your social media channels can limit conversations with your community.  

 Bots are useful, but not perfect. As your organisation continues to use social media to communicate with your community, be vigilant about separating fact and fiction. It may be an increasingly important part of your social media management as AI continues transforming our lives.