This document discusses strategies for effectively debunking misinformation online. It notes that false claims spread much farther and faster than debunks. Several reasons for this are provided, including that people are more likely to share unverified claims quickly. The document also outlines common sources of fake news, such as propaganda, hoaxers, and fake news sites. It provides tips for identifying misinformation and effective debunking strategies, such as using clear visuals without resharing the false content, adding context, and making debunks as engaging as the lies through humor and creativity.

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BEATING HOAXERS AT THEIR OWN GAME

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BEATING THE HOAXERS AT THEIR OWN GAME

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BEATING THE HOAXERS
Beating the hoaxers at their own game

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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

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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 Rumours
in Social Media by Looking at Conversational Threads'
Credit: Craig Silverman

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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

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WHY BOTHER DEBUNKING?
Trust in news is falling in many countries

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SOURCES OF FAKES
• Official sources of
propaganda
Here’s what you need to look out for:
Credit: Craig Silverman

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SOURCES OF FAKES
• Official sources of
propaganda
• Hoaxers and marketers
Credit: Craig Silverman

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SOURCES OF FAKES
• Official sources of
propaganda
• Hoaxers and marketers
• Fake news websites
Credit: Craig Silverman

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SOURCES OF FAKES
• Official sources of
propaganda
• Hoaxers and marketers
• Fake news websites
• Unintentional
propagators like…
Credit: Craig Silverman

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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

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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

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EFFECTIVE DEBUNKING
Strong, clear visuals
These images are
both fake, but the
debunkers are
unwittingly sharing
it further
Credit: Tom Trewinnard

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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

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EFFECTIVE DEBUNKING
Strong, clear visuals

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EFFECTIVE DEBUNKING
Use ‘nofollow’ links
<a href=”www.spam.com” rel=’nofollow’>Spam</a>
Or risk boosting the hoax’s SEO
Credit: Aviv Ovadya

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EFFECTIVE DEBUNKING
Humour and creativity
Make
people
want to
share the
debunk!

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EFFECTIVE DEBUNKING
Humour and creativity

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EFFECTIVE DEBUNKING
Humour and creativity
😕

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