Second in my series Inside the Professional Social Media Certificate Course at Sonoma State University. Visit for information.

The world of social media advice is rife with bad science, link bait and self-serving "news”. The recent report from Princeton researchers showing how Facebook will lose users and comparing user adoption to the spread of infectious diseases, is one example that was then refuted by Facebook itself, among others – see this BBC article – Facebook Turns 10 but are its Days Numbered?

Some advice includes useful information, commentary and opinions but unfortunately there are many sources with information that may be less accurate. Knowing how to examine the information you find about social media is an important skill. Here are some things to consider and some leads on trusted sources.

Case In Point

In class recently we discussed this video about how Facebook’s business plan will backfire:


One of the points made in the video is about how Facebook filters posts so we don’t really see everything that our friends or others we follow are posting. We see a filtered view controlled by Facebook. Some students completely agreed with the assessment. Some shared that it made them angry or frustrated with Facebook. One student noticed that when she opened Facebook on her laptop, smartphone and tablet, all three feeds were different. Another talked about running into to a friend who said “I like seeing your posts” but then realized she never saw her friends posts. She likened this to sending physical mail “If I put something in the mailbox to another person I expect it to get there. This is like putting something in the mail and it never arrives”.

Hardly anyone questioned the presenter in the video, though someone mentioned he was “slick”. Instructor Merith Weisman pointed out that, as described in the video, he gets money from YouTube based on views and advertising sales. This might entice him to produce content that is more sensational than fact-based, more opinion than research, more fiction than fact. Or is it?

Consider the Source

Most publishers of information have a goal. Often times the goal is to get traffic to their site, so they can sell space to advertisers and make a profit on your attention. Sometimes the goal is less obvious, as was the case with a recent article on a worldwide “wine shortage” which turned out to have as its source an investment firm with a self-interest in getting people to invest in the wine industry. Sometimes it is self promotion or simply ego that makes people present information that is sensational or merely hype.

Examine the Content

Actively examining what you are consuming with a critical eye and reflect on the content. Is this a trusted source? What does the author have to loose or gain? Might the content be self serving? Where do I disagree with assertions?

Reflecting on what you just consumed is equally important – does the information make good sense to me? Do I follow the logic or do I see faulty logic? Can I really swallow that user adoption of a social media tool mimics how infectious diseases spread? It usually helps me to write down some main points or to imagine having to relay the information to someone else to see if it makes sense upon repetition.

Social Media Magnifying glass ePublicist(Flickr photo: ePublicist)

Trusted Sources

There are publishers who are widely regarded as providing accurate and unbiased information. Among these sources are The Pew Center’s Internet and American Life Project and McKinsey & Company. This article lists both the twenty five most popular mainstream and industry media sources for digital marketers.

But remember that popular doesn’t always mean useful, accurate or unbiased. Thinking critically about the content you consume about social media makes for a smart and savvy consumer.

  Category: Resources, Social Media, Training


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