Why the novel coronavirus became a social media nightmare

Experts say stronger action from tech companies is needed to stop misinformation

The biggest reputational risk Facebook and other social media companies had expected in 2020 was fake news surrounding the US presidential election. Be it foreign or domestic in origin, the misinformation threat seemed familiar, perhaps even manageable.

The novel coronavirus, however, has opened up an entirely different problem: the life-endangering consequences of supposed cures, misleading claims, snake-oil sales pitches and conspiracy theories about the outbreak.

So far, AFP has debunked almost 200 rumors and myths about the virus, but experts say stronger action from tech companies is needed to stop misinformation and the scale at which it can be spread online.

"There's still a disconnect between what people think is true and what people are willing to share," Professor David Rand, a specialist in brain and cognitive sciences at the MIT Sloan School of Management, told AFP, explaining how a user's bias toward content he or she thinks will be liked or shared typically dominates decision-making when online.

Part of the reason is that social media algorithms are geared to appeal to someone's habits and interests: the emphasis is on likability, not accuracy. Changing that would require Facebook, Twitter and other such companies to alter what people see on screen.

Prompts urging users to consider the accuracy of content they are spreading on social networks are needed, said Rand, co-author of a study on COVID-19 misinformation that was published earlier this month.

Using controlled tests with more than 1,600 participants, the study found that false claims were shared in part simply because people failed to think about whether the content was reliable. In a second test, when people were reminded to consider the accuracy of what they are going to share, their level of truth awareness more than doubled.

That approach -- known as "accuracy nudge intervention" -- from social media companies could limit the spread of misinformation, the report concluded.

"These are the kind of things that make the concept of accuracy top of the minds of people," said Rand, noting that news feeds are instead filled by users' own content and commercial advertisements.

"There probably is a concern from social networking companies about accuracy warnings degrading the user experience, because you're exposing users to content that they didn't want to see. But I hope by talking about this more we'll get them to take this seriously and try it." What is undoubted is that misinformation about the novel coronavirus has been deadly. Although US, French and other scientists are working to expedite effective treatments, false reports have appeared in numerous countries.

 

Why the novel coronavirus became a social media nightmare

Experts say stronger action from tech companies is needed to stop misinformation

The biggest reputational risk Facebook and other social media companies had expected in 2020 was fake news surrounding the US presidential election. Be it foreign or domestic in origin, the misinformation threat seemed familiar, perhaps even manageable. The novel coronavirus, however, has opened up an entirely different problem: the life-endangering consequences of supposed cures, misleading claims, snake-oil sales pitches and conspiracy theories about the outbreak. So far, AFP has debunked almost 200 rumors and myths about the virus, but experts say stronger action from tech companies is needed to stop misinformation and the scale at which it can be spread online. Theres still a disconnect between what people think is true and what people are willing to share, Professor David Rand, a specialist in brain and cognitive sciences at the MIT Sloan School of Management, told AFP, explaining how a users bias toward content he or she thinks will be liked or shared typically dominates decision-making when online. Part of the reason is that social media algorithms are geared to appeal to someones habits and interests: the emphasis is on likability, not accuracy. Changing that would require Facebook, Twitter and other such companies to alter what people see on screen. Prompts urging users to consider the accuracy of content they are spreading on social networks are needed, said Rand, co-author of a study on COVID-19 misinformation that was published earlier this month. Using controlled tests with more than 1,600 participants, the study found that false claims were shared in part simply because people failed to think about whether the content was reliable. In a second test, when people were reminded to consider the accuracy of what they are going to share, their level of truth awareness more than doubled. That approach -- known as accuracy nudge intervention -- from social media companies could limit the spread of misinformation, the report concluded. These are the kind of things that make the concept of accuracy top of the minds of people, said Rand, noting that news feeds are instead filled by users own content and commercial advertisements. There probably is a concern from social networking companies about accuracy warnings degrading the user experience, because youre exposing users to content that they didnt want to see. But I hope by talking about this more well get them to take this seriously and try it. What is undoubted is that misinformation about the novel coronavirus has been deadly. Although US, French and other scientists are working to expedite effective treatments, false reports have appeared in numerous countries.