Ever wish you could wave a magic wand and all the fake news in the world would disappear?
Ever wonder just what such an accomplishment might look like, and why that would be grand for marketers?
Well, as a marketer, it helps to distinguish when colleagues are lying about their products, or discovering their claims are 140% bogus (so you don’t want to associate with them or spread their lies).
The thing is, fake news is big business… and can end up making some people huge sums of money by driving viral mobs towards helpless targets.
Luckily, folks in academia have put together resources to help anyone determine what is fake and what is not (and it’s called the CRAAP test, would you believe?).
It gives you these resources to determine if the news is true:
==> Currency: the timeliness of the information
When was the information published or posted?
Has the information been revised or updated?
Is the information current or out-of date for your topic?
Are the links functional?
==> Relevance: the importance of the information for your needs
Does the information relate to your topic or answer your question?
Who is the intended audience?
Is the information at an appropriate level (i.e. not too elementary or advanced for your needs)?
Have you looked at a variety of sources before determining this is one you will use?
Would you be comfortable using this source for a research paper?
==> Authority: the source of the information
Who is the author/publisher/source/sponsor?
Are the author’s credentials or organizational affiliations given?
What are the author’s credentials or organizational affiliations given?
What are the author’s qualifications to write on the topic?
Is there contact information, such as a publisher or e-mail address?
Does the URL reveal anything about the author or source?
.com (commercial), .edu (educational), .gov (U.S. government)
.org (nonprofit organization), or
==> Accuracy: the reliability, truthfulness, and correctness of the content
Where does the information come from?
Is the information supported by evidence?
Has the information been reviewed or refereed?
Can you verify any of the information in another source or from personal knowledge?
Does the language or tone seem biased and free of emotion?
Are there spelling, grammar, or other typographical errors?
==> Purpose: the reason the information exists
What is the purpose of the information? to inform? teach? sell? entertain? persuade?
Do the authors/sponsors make their intentions or purpose clear?
Is the information fact? opinion? propaganda?
Does the point of view appear objective and impartial?
Are there political, ideological, cultural, religious, institutional, or personal biases?
(the above I found at researchguides.ben.edu/source-evaluation )
Other places to learn more about fake news include:
So again, why should you *care*?
Well, human beans that we are… when we read about things that “makes our blood boil” or causes us to join a figurative mob “in search of justice” etc.etc.etc., not only are we wasting valuable time that could instead be dedicated to making money…
… but we’re also allowing ourselves to get outraged about things we, as *individuals* , just cannot change.
We’re reduced to being cannon fodder for those folks behind the curtains who are pulling the strings.
Change comes about with purpose.
Not just mindless barking on the Internet.
When you see something online that catches your attention …
… do your due-diligence before giving yourself permission to be outraged.
OR, simply tell yourself – this hamster wheel really isn’t a requirement for a good life. Close whatever app that made you look, and get back to what’s *really* important in life….
* Your family
* Your business
Your bottom line will thank you.