Responding to Disinformation: The "Dos" and "Don'ts"

The most important rule of response is to DO NO HARM.

Content is fueled by engagement, and likes, comments, and shares can amplify disinformation, even if this engagement is part of an effort to correct a false claim. Instead, engage with the content that you do want to spread.

Consider the reach of content as you craft your response strategy.

Some posts will spread further than others online, and the level of reach that content has will be an important factor in determining the most effective response. See Dewey Digital’s breakout scale explainer for information on the various levels of reach that content can have.

It’s also important to consider the impact that disinformation might have.

Assessing impact is subjective, but consider the severity, timing, and intended audience of a post.

Once you have determined reach and impact, decide on a response.

There are three big categories of response: direct response, indirect response, and no response. Direct response has a high risk of amplifying disinformation, but may be appropriate when your weighing in is not likely to bring more eyes to the claim. Indirect response, like counter-messaging, is great for when disinformation warrants a public response but you don’t want to risk amplification. Finally no response is best for when you aren’t as worried about impact. You can still respond behind the scenes, such as by flagging content through appropriate channels.

Consider a “truth sandwich” as you respond.

Start and end with positive and proactive messaging, and put the “negative” or corrective message in the middle. This makes the disinformation less memorable and puts the accurate information that you want to spread in the spotlight.