Social media trust: Fighting misinformation in the time of crisis

During crises, the proliferation of misinformation, often termed "infodemics," can severely compromise Shared Situational Awareness (SSA) and impede effective response. With the advent of technology, social media platforms have become crucial tools for response agencies to counteract misinformation and promote SSA. Yet, the intricate dynamics between information dissemination, communication strategies, and trust, especially in the digital realm, remain underexplored. This research looks at the utilisation of technology, specifically social media platforms like Facebook, by response agencies to navigate the challenges of infodemics. Drawing from Seppänen et al. (2013) SSA model, we identified potential risks in digital crisis communication strategies that might undermine public trust and SSA. We used a netnographic analysis of the response agencies’ social media pages, supplemented by field interviews with agency representatives. Our findings contribute to the fields of Information Systems (IS) and communication by 1) highlighting the potential of technology, particularly social media, in crisis communication and misinformation mitigation, 2) identifying the risks and pitfalls of leveraging digital platforms during crises, and 3) underlying the consequences of diminishing public trust in official digital information channels, offering insights into mitigating misinformation and improving crisis response.