Fake news, real risks. AI, misinformation and the need for authenticity

Social media is great for connecting people and sharing news and information, but engagement-first algorithms often prioritise sensationalism over accuracy. This can turn social media into a prime platform for misinformation to thrive.

How Meta’s changes could amplify misinformation

Meta’s decision to disable fact-checking in the EU has sparked concerns about AI’s role in amplifying fake news. Attributed to compliance challenges with the EU’s Digital Services Act, the move represents a significant retreat from combating misinformation. CEO Mark Zuckerberg acknowledged it as "a trade-off," admitting, "we're going to catch less bad stuff."

This creates a critical gap in moderation, particularly as 63% of social media users admit to unknowingly sharing fake news, highlighting the ease of misinformation spread. The decision underscores tensions between regulatory compliance and ethical responsibility. Meta argues that fact-checking clashes with the Act’s requirement for users to contest moderation decisions, but critics warn this risks user safety and information integrity, as AI struggles to distinguish fact from fiction.

Exacerbating the problem, social media algorithms are designed to maximise engagement, often amplifying sensationalism, that can create echo chambers that reinforce false narratives. While Meta defends the move as reducing censorship, critics call it a political strategy to avoid responsibility for hate and disinformation.

Without fact-checking, distinguishing between real and fake content becomes increasingly difficult, shifting the burden onto users to navigate a landscape rife with unreliable information. This underscores the critical role of businesses and creators in upholding accuracy and responsibility in the content they share.

The importance of keeping it real on social media

In today’s digital landscape, authenticity isn’t just a buzzword; it’s a key factor that sets brands apart and builds lasting consumer trust. With online platforms flooded with highly curated, picture-perfect content, people are increasingly seeking something more genuine and relatable.

A study by Stackla found that 88% of consumers view authenticity as a key factor in deciding which brands to support. This growing demand for realness is reflected in the fact that "authenticity" was named Merriam-Webster’s word of the year in 2023, underscoring its importance in the context of social media and AI discussions.

While maintaining an authentic social media presence can be challenging, the rewards of embracing authenticity far exceed the challenges. The trick is striking a balance between staying true to yourself and presenting your brand in a positive light. 

When a brand aligns with the values of its audience, it fosters trust, loyalty, and deeper relationships. This human-centric approach not only strengthens bonds with consumers but also drives long-term business growth in a way that feels more personal and less transactional.

How to be authentic on social media

In a world of curated feeds and polished personas, being true to yourself and your brand can feel like a challenge. So, how can you strike the right balance between creating engaging content and staying genuinely authentic? Here are some ways to cut through the noise, connect with your audience and showcase the real you.

Showcase your team and behind-the-scenes content

Sharing team introductions or a glimpse of daily operations makes your brand relatable and humanises your business, building stronger emotional connections with your audience.

Post ideas to showcase your team and behind-the-scenes content: 

• Share "day in the life" stories or introduce a new team member with a fun Q&A.
• Share time-lapse videos of your workspace being set up for a big project or event.
• Highlight birthdays, work anniversaries, or special achievements to celebrate your team.

Demonstrate your brand voice and mission

Consistency in tone and values reassures followers that your brand is trustworthy and reliable, which is essential for long-term loyalty.

Post ideas to demonstrate your brand voice and mission: 

• Create video content that highlights your mission, like a "then vs. now" story showcasing your growth and purpose.
• Share user-generated content or testimonials that align with your brand’s values.
• Post examples of how your products or services directly impact your audience in line with your mission.

Engage in genuine conversations

Responding to comments and messages in a warm, conversational way shows your audience that you value them, fostering a sense of community.

Post ideas to engage in genuine conversation:

• Start polls or Q&A sessions in Stories to encourage two-way conversations.
• Share audience shoutouts, like reposting their content with your product or thanking them publicly.
• Post discussion topics that invite your audience to share their opinions or experiences in the comments.

Celebrate wins and share challenges

Audiences appreciate honesty, whether you’re highlighting successes or reflecting on lessons learned.

Post ideas to celebrate wins and share challenges

• Post a photo or video celebrating team milestones, such as a company anniversary or project completion.
• Share when your company or team members receive recognition, certifications, or awards.

Need social media solutions that build trust and boost engagement?

At Barques, we create authentic, impactful content that resonates and drives engagement. Let us help your brand build trust, connect with your audience, and stand out for all the right reasons.