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The Danger Of Medical Misinformation On Social Media

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Throughout the ongoing novel coronavirus pandemic social media increasingly allows the flow of misinformation and even disinformation. This isn't new for the social platforms where "fake news," wild conspiracy theories and slanted views are regularly shared – despite the best efforts of the platforms to stop it.

Efforts to quarantine and stay at home orders only exacerbate the problem.

"The pandemic has seen people increasingly turn to social media for information," explained Sam Gill, senior vice president and chief program officer at non-profit John S. and James L. Knight Foundation.

"It has also seen more decisive action than we are used to by major companies to take down erroneous or misleading content, and elevate authoritative information," added Gill. "The big question is whether this sets a precedent or goes down in history as an aberration."

Much More Dangerous Misinformation

One especially troubling area of misinformation has been medical advice. It is one thing to share a theory or opinion on politics, world affairs or even whether the illuminati exists, but in the case of COVID-19 there was a sharp uptick of posts across social platforms that offered medical advice.

It is already a problem that people rely on the Internet in general for such medical research – and in no way should going online replace going to a doctor for serious problems. Likewise, it has been suggested that many people will look for an answer they like when trying to find an online diagnosis.

In the case of coronavirus there is a valid concern that because many see it as a hoax or overly hyped up, a lot of medical advice about the highly infectious illness is being dismissed. Likewise, fears of COVID-19 have already convinced people not to go to the doctor for treatment for other illnesses and injuries and once again the Internet – including social media – is filling the void.

VuMedi Vs. YouTube

Another concern is the platforms that are being used to search for medical advice. While such sites as WebMD, Healthline, the Mayo Clinic and Everydayhealth are considered trusted platforms for "basic" medical advice, when it comes to video the de facto choice is often YouTube.

While that platform is an excellent resource for learning a new skill including playing a musical instrument, honing your prepper skills or learning about history; is it really the best place to turn to for medical advice? Yes, there have been some excellent videos devoted to staying safe in the time of COVID-19, but perhaps it shouldn't be the first choice.

A good alternative could be services such as VuMedi, a video education platform for doctors. It was noted that one video by Daniel Griffin, professor in clinical medicine and associate research scientist at Columbia University Medical Center had one of the highest viewed videos on the platform – yet just 125 views on YouTube.

That highlights that while some video influencers can quickly grow an audience across social media valid sources are drowned out. That would be fine, but when it involves medical misinformation it could be dangerous.

The Bottom Line

Social media by its very nature is about a personalized – typically non-vetted – spread of information. However, the platforms that enable that flow of data are still owned by profit-minded tech giants. That presents a situation where money can get in the way of facts on some platforms.

"Algorithms that prioritize advertising and page views versus medical accuracy can promote disinformation," suggested VuMedi CEO Roman Giverts.

"These algorithms almost universally promote sensationalism and controversy above thoughtful dialogue and accuracy," Giverts added. "It was just recently revealed that Facebook had internal research showing that their algorithms created divisiveness and they chose to ignore it to continue maximizing page views. We're seeing an incredible amount of medical misinformation about COVID-19 being spread through social platforms, largely because their algorithms simply can't deduce what's true and not true."

Moveover those algorithms can merely deduce what sparks users' immediate curiosity to make a click.

"Perhaps with the content categories likes entertainment this is no big deal, or even preferable to the user. But when you think about this phenomenon applied to medicine and health, it's concerning," added Giverts. "Medicine requires validated content creators and research, as well as subject matter experts who can identify leading indicators that can apprise on treatment decisions."

In Video We Trust

One of the other reasons for concern among the YouTube videos is that it is a platform that requires more than simply typing out a thought or opinion. While it is absolutely true that video production has come to the masses and that anyone with a smartphone can essentially upload a video, much of the spread of misinformation is coming from quasi-news organizations that have embraced online video sharing platforms.

What was once the domain of broadcast and cable news – and required full-time staff – can now be put together in a basement on a shoestring budget yet look as professional as anything on the TV. What is worse is that as reporters for the network have been essentially sequestered in their homes throughout the pandemic, the quality of some of the online "user generated" content actually looks better and more professionally polished than much of the evening news.

"In general our experience is that the author of the content determines its credibility more than any medium. That said, video is held in a higher esteem than other mediums because it's more personable or even intimate to actually see and hear someone," noted Giverts. "There is an abundance of research showing greater influence and learning via video compared text, in a variety of settings from academia to sales. This is why it is important consumers ensure the content they are watching is validated and verified."

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