Videocast number: ۰۰۲

Article title: Social media trust: Fighting misinformation in the time of crisis

Journal: International Journal of Information Management

Publisher: Elsevier

Authors: Maryam Shahbazi and Deborah Bunker 2024

URL: https://www.sciencedirect.com/science/article/pii/S0268401224000288?via%3Dihub 

Podcast Script

Mahsa Torabi:

Hello, everyone, and welcome back to the Ketabbase Team podcast. I’m your host, Mahsa Torabi, and this is the second episode of our series introducing key articles in the field of information science. Today, we’re diving into a highly relevant and timely research article titled “Social Media Trust: Fighting Misinformation in the Time of Crisis” by Maryam Shahbazi and Deborah Bunker. It’s published in the International Journal of Information Management.

In this episode, we’ll explore the challenges and strategies related to managing misinformation during crises, especially through social media platforms like Facebook. It’s a fascinating topic, especially given the context of recent global events. So, grab your favorite beverage, sit back, and let’s dive in.

The proliferation of misinformation, often referred to as “infodemics,” can severely hinder our ability to achieve Shared Situational Awareness, or SSA, which is crucial during crises. SSA means having a collective understanding of the situation at hand and being prepared for future developments. Social media has become a critical tool for response agencies to combat misinformation and promote SSA. However, the interplay between information dissemination, communication strategies, and trust in the digital realm is complex and underexplored.

The authors use the SSA model proposed by Seppänen et al. (2013), which highlights three key elements for SSA in crisis management: information content, communication methods, and trust. Their research, using a netnographic analysis of social media pages and interviews with agency representatives, provides valuable insights into how technology, especially social media, can be utilized during crises. They identified several risks that digital communication strategies might pose to public trust and SSA.

One of the study’s key findings is the significant role of trust in fostering effective communication and SSA. During health crises like the COVID-19 pandemic, accurate information dissemination, effective communication via social media, and public trust in health authorities are crucial for ensuring safety and compliance. The research highlights the challenges posed by misinformation, which can undermine trust in public health messaging.

The study explores how public health agencies leverage social media to navigate misinformation challenges during crises, particularly focusing on the development of SSA among the public. Trust, they found, is a pivotal element in the effectiveness of communication strategies in promoting SSA.

Here’s an interesting point from the study: During the COVID-19 pandemic, the Australian public health agencies’ use of social media provided a unique backdrop for investigating these dynamics. Australia’s digital landscape and geographical isolation made its response particularly noteworthy. The researchers used netnography and informant interviews to analyze the social media communication tactics of these agencies. Their findings underscore the importance of trust in combating misinformation and enhancing public engagement during crises.

So, what are the practical implications of this study? Well, for one, it offers insights into how crisis response agencies can refine their social media strategies to improve public trust and SSA. The study’s findings are not just relevant to the COVID-19 pandemic but extend to any crisis where misinformation can have detrimental effects. It emphasizes the need for effective crisis communication strategies that can build and maintain trust with the public.

To wrap up, this research highlights the critical role of social media in crisis communication and the importance of trust in managing misinformation. It provides valuable lessons for public health agencies and other organizations on leveraging digital platforms effectively during crises.

That’s all for today’s episode. I hope you found this discussion as insightful as I did. Stay tuned for our next episode, where we’ll dive into another fascinating topic in the world of information science. Until then, this is Mahsa Torabi from the Ketabbase Team, signing off. Stay informed, stay safe, and take care.