Blog article

Battle against the bots: protecting your social media from misinformation

Misinformation’s new ally is AI chatbots. Here’s how you can protect your social media from AI-generated misrepresentation.

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: 

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. 

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.