The document discusses various types of misleading content on social media, including false claims, doctored media, and opinion presented as news. It highlights the challenges in detecting such content and suggests solutions such as regulating platforms, funding quality journalism, and enhancing media literacy. Additionally, it emphasizes the need for collaboration among social media companies to address issues related to political spending and the accuracy of online information.

2. A leader in voice analytics and security
company winners

4. It’s often neither fake
nor news.

5. Demonstrably false factual claims
in articles (headings, body) and
social media content. Or claims
without any sources or evidence.
01 - false factual
claims in text.

6. Edited content that is presented
as authentic. Generated
(sometimes deep fake) content
that is presented as authentic.
02 - doctored or
deep fake images,
video or audio.

7. It’s often neither fake
nor news.
01 - false claims in written
content
02 - doctored or deep fake
images, video or audio

8. Content presented without required
context (time, more information,
other opinions). Clickbait. Cherry-
picked content giving a false sense
of a clear narrative.
03 - content
presented in a
misleading context.

10. Content presented without
required context (time, location,
additional information). Click-bait.
Cherry-picked content giving a
false sense of a clear narrative.
03 - content
presented in a
misleading context.

11. Value-judgements presented as
news. Includes emotional
language, statements of opinion
and satire.
04 - opinion
disguised as news.

13. Value-judgements presented as
news. Includes emotional
language, statements of opinion
and satire.
04 - opinion
disguised as news.

14. It’s often neither fake
nor news.
01 - false claims in written
content
02 - doctored or deep fake
images, video or audio
03 - content presented in a
misleading context
04 - opinion disguised as
news

15. The real problem for automatic
detection - what do we do with results?
CONTENT
! RESULTS
?

17. (1) Regulate Facebook - make
public broadcasters more
visible, mess up the business
model of thrash creators
(2) Throw money at high quality
journalism
(3) Throw money at evidence-based
critical thinking, media literacy
training
My personal
opinion about this:
?

18. Coming in a few months. Stay tuned and
leave your details at http://4facts.org/

20. We have a problem with political spending
control when it comes to social media.

21. We have a problem with political spending
control when it comes to social media.
Mārtiņš
"
TV, newspapers,
outdoor ads
#
“I can
audit this”

22. We have a problem with political spending
control when it comes to social media.
Mārtiņš
"
Targeted, paid social
media content
$ %
“Damn, can’t
really see this”

23. The best solution by far would be
cooperation by social media companies.
Mārtiņš
"
Targeted, paid social
media content
$ %
“Damn, can’t
really see this”
“Here’s some data
required by law”

24. Alternative solution - let’s capture relevant
data with the help of social media users (1/3).

25. Alternative solution - let’s capture relevant
data with the help of social media users (1/3).
Text data
Image, video data
Links to external
sources
Timestamp
Any other
interesting meta-
data

26. Alternative solution - let’s capture relevant
data with the help of social media users (2/3).
Any relevant user
data that
Facebook takes
into account
when targeting
their ads
Participant
"

27. Alternative solution - let’s capture relevant
data with the help of social media users (3/3).
“OK, here’s
something we can
look into”
Content data
Targeting data


28. (1) We need a representative
sample. Very hard with non-
paid social campaigns
(2) Not only desktop, but also
native apps on mobile devices
(3) A lot of paid political content
is not created by official
accounts
Of course, there
are challenges:
?

29. martins@toneboard.com
@martins_vaivars