Zignal Labs released the results of a study on media trends conducted in January by Harris Poll, showing how media stories spread throughout social media and news-consumption habits of different generations.
Whether legitimate or fake, news and posts spread primarily because of an individual’s trust in friends and associates on social media. Nearly 90% of Americans reading news on social media don’t fact-check the information presented by connections online, and over 61% are likely to share or comment content posted by a friend. Over a quarter of Americans who do not fact-check news articles they see online also admit they may readily share these items on social media. 16% of respondents said they trust most or all of content shared by friends online, with a substantial 63% saying they trust at least some of it.
“We heard a lot about fake news in the presidential election,” said Randy Brasche of Zignal Labs. “What we’ve noticed is this is really a new form of cyber warfare on brands. Fake news is affecting presidential elections and it’s impacting brands too.”
In addition, “traditional” print and broadcast media is losing ground quickly to “alternative news” sites and social media.
“Brands need to understand what’s happening in real-time across the social media spectrum,” Brasche said. “Data and analytics on social media need to be part of the day-to-day work for a communications pro.”
Zignal Labs is based in San Francisco, and strives to turn media intelligence into a strategic asset for corporate brands and enterprises. They serve customers globally, including Airbnb, IBM, PepsiCo, House Speaker Paul Ryan and FleishmanHillard.