Beware of disinformation but don’t let it sway you.

Social media remains a paramount component of most integrated communications strategies. The state of social media channels, however, continues to shift, forcing companies to reflect on how and whether to continue investing in social media and the best ways to do so. This is especially pertinent after the US elections, which saw a nearly astronomical rise in misinformation, polluting channels like X (Twitter), TikTok and Facebook. Blurring the line between true and false did not fare well for journalists and organisations who have used social channels for years to become trusted sources and influencers of information. As a result of misinformation and lack of moderation, many users have started leaving X, opting for newer channels like BlueSky, Threads, Substack and others. Recently, the Guardian announced it will stop posting on X, citing concerns around proliferation of far-right movements, blatantly racist content, and harassment, all disguised by arguments of “free speech”. Several leading companies, including Eli Lilly and 3M, also announced their departures from the platform.

Disinformation is a unique phenomenon and has a long and sordid history in the international media space. One of the reasons behind such vast proliferation over the past decade is the gutting of newsrooms and the systemic underfunding of local journalism. A mass exodus of journalists from big and small newsrooms created an inevitable vacuum within news structures, forcing “citizen” journalists with varying ethics and / or little training to fill in the gaps. This has led to further distrust of bigger media organisations. The distrust is often fuelled by citizen journalists themselves who don’t need to abide by any standards, and who are keen to grow their following. False news preys on emotional reactions. According to researchers at MIT, false stories tend to spread up to 10 times faster. It is difficult to know whether disinformation swayed any voters in the US one way or another, but the consumption of unverified conspiracy theories reached fever pitch when President-elect Donald Trump openly expressed faith in a multiplicity of lurid claims, especially concerning immigrants.

This doesn’t, however, mean companies should pause their social media engagement. They may instead be advised to rethink where to share their messages. Instagram and LinkedIn remain largely reputable, especially in the UK, while new platforms like Meta’s Threads and BlueSky are rapidly growing. Similarly, streaming and podcast services continue to provide alternate mediums for people to consume content. When creating an appropriate media mix, companies should continue to analyse the shifting needs of their audiences and consider how to follow them there. The purpose of social media, when done right, is to create memorable and impactful engagement. It may seem like an aging concept, but the formula still works, even if the channels change. Small engagement with the right audience matters more than wide dissemination to whomever may pick it up.

Understanding the needs of audiences remains key. This could be done through stakeholder surveys, ongoing data analysis, direct Q&As with audience members, or even experimentation on different channels to see what garners the most salient reaction. Content is still king, but it can only reign supreme when appropriately customised, monitored, and actioned.