How to Fact Check Business Social Media Posts to Avoid PR Crises

Several years ago, US-based DiGiorno Pizza posted a seemingly innocuous tweet about its pizza. They put in the hashtag #WhyIStayed. “You had pizza.”

Soon after, the brand started receiving vehement criticism about its insensitivity. Apparently, the hashtag was trending to raise awareness about domestic abuse. A failure to verify the facts surrounding what was trending on social media and why led to a PR crisis that took a long time to resolve.

Today, with social media reaching dizzying heights of accessibility and popularity, such scenarios are even more likely to occur. Pew Research Center data from 2024 reports that several platforms have witnessed growth recently. Around 85% of US adults agree that they use YouTube. TikTok’s user base is up to 33 percent.

Let’s discuss how businesses can be more meticulous about fact-checking their social media content to prevent PR crises in these connected times.

Rely on Reputed Sources

The internet is a goldmine of data, with masses of information available on every subject, from world history to fashion trends. Unfortunately, it can also become a landmine that may blow up your brand’s reputation.

While developing content for social media, companies should avoid using questionable sources just because they further their narrative. For example, steer clear of biased news channels and corporate-owned research agencies that conduct surveys with predetermined outcomes.

Using trusted sources predisposes your brand to a safety net, reducing the likelihood of your audience doubting your claims. A Cognition study found that source reliability influences the audience’s chances of updating their beliefs.

These findings are highly relevant for public-focused companies in healthcare, which may publish content related to the safety of specific therapies or vaccines.

Moreover, you will have a fallback defence in case something goes awry due to an unexpected socio-cultural or political circumstance.

Don’t Hide Critical Information

Some brands prefer to be so commerce-focused on their social media channels that they hesitate to discuss content that disfavors the sector. In the process, they conceal crucial information related to a product’s safety and usage. It is a brewing disaster, as multiple examples indicate.

For one, adequate fact-checking must not sugarcoat or spin the effects of using a product or service. Consider popular haircare treatments, like a Brazilian blowout. Many companies tend to focus on the smoothing properties of the process, highlighting the aesthetic value.

However, the FDA notes that products and services that expose people to formaldehyde can lead to nervous system and respiratory problems.

The ongoing Oxbryta lawsuit emphasizes the need for additional fact-checking vigilance for companies in healthcare. Oxbryta, Global Blood Therapeutics’s sickle cell drug, has been found to cause brain swelling and liver injury in some cases.

According to TorHoerman Law, the charges against the company include not only negligence but also failure to warn and misrepresentation. These are issues that more thorough fact-sheets and advisories could have prevented.

Before posting on social media, it is advisable to ensure content completeness, i.e., the good and the bad. Your customers will appreciate the honesty and feel empowered to make informed decisions.

Build a Diverse Social Media Content Team

H&M posted a picture of a Black boy in a hoodie back in 2018. “Coolest monkey in the jungle,” read the caption. The backlash was anything but cool.

In the modern world, misinterpretations have become common. Your content may be well-intentioned, but it could still come across as tone-deaf or insensitive. People don’t like associating with brands that seem evasive about the realities of social ills like racism.

An effective way to reduce the content’s risk of being misinterpreted is to elicit inputs from a diverse team. A social media department with representation from multiple communities can bring attention to issues that may have escaped notice in the initial content review. It also brings more inclusivity to the content calendar.

Some companies have started expanding their digital talent pool by opening positions to freelancers and virtual team members in other geographical locations. Others actively seek influencer collaborations to narrate authentic stories that reach a larger audience.

Be Wary of Automated Fact Check Tools

In an AI era, everything but the kitchen sink has a tool that can do it faster and “better” than a human counterpart. Automated fact-checking tools are now available, claiming to ensure the accuracy of your content within minutes.

An Emerging Media study observed that automated fact checkers may struggle with the elusive nature of truth and data scarcity. Al Jazeera reports how inaccurate fact-checkers have transmitted misinformation and triggered unrest among social media users.

At this stage, AI-driven fact-checking has a long way to go to achieve accuracy and reliability. Using them for a quick inspection can prove dangerous since it prevents you from analyzing the content in detail.

The safest way to fact-check social media content remains human and detail-oriented. While AI tools may complement the process, they should not become the drivers.

Social media marketing is growing, driven by increasing access and the emergence of new platforms that offer access to demographic and psychographic niches. Brands that extensively use social media for communication must prioritize careful fact-checking to avoid getting embroiled in PR crises. It is the responsible and sensible thing to do in today’s turbulent world.