With fake news proliferating today, digital marketing has an important responsibility to ensure that they do not participate in the trend. Instead, digital marketers should focus on fact-checking whether it is a tweet or a white-paper.
When it comes to putting up information, research becomes important so that errors and redundancy can be reduced. Even when it is a bite-sized piece of information, it is important that research goes into it. It is through this work that trust and authority can be built among the audience. But research doesn’t simply mean mentioning a list of sources. Across the internet, one can find sources which have been used out of context or which have lost their validity over a period of time. Sources, by themselves, do not guarantee that the information is accurate. And, digital marketers and content developers should be privy to this.
In digital marketing, the output is more than just about “showing your work.” It matters when you put up the original source. It matters that the facts are checked for their accuracy. And, it matters that the audience who is using your content can rely on it. If you are claiming something, verify it.
The same goes for quotes. The social media loves the use of quotations. While quotes add gravity to the content, they can also be inaccurate. In some cases, they are just edited poorly, are out of context, and are from unreliable sources. Always remember, people will share anything as long as they find can identify with the sentiment. But, you cannot trade accuracy for belief systems. So how you do check facts?
- Look for the latest statistics. That means look for information from a recent time frame.
- Trust no one. Always, always check for sources. And, Wikipedia is not a source.
- Get a good dictionary.
- When it comes to quotes, the earliest recorded version is what you are after.
As a digital marketer, make sure what you put out that there is accurate.