Marketers are constantly trying to find ways to get their posts, tweets, blogs, and other items shared more often. This type of organic activity can help to drive lots of traffic, and of course, it is far less expensive than paid advertising. A recent study looked at what types of things get shared more on Twitter, and the results are a little disappointing (though not really surprising).
The study found that lies are 70% more likely to be retweeted than tweets that are true.
One of the authors of the study, Sinan Aral, commented, “The sheer vastness of the difference in the speed, breadth, (and) depth that false news spread compared to the truth was surprising.”
This isn’t a Russian conspiracy, nor is it the result of the millions of bots on the social media site sharing these untruths. The fact is, when regular people are browsing their Twitter feeds, they are far more likely to retweet false information.
The biggest concern at this point is how to fix this problem. In fact, Twitter is actually asking for people to submit proposals on how to deal with the issue. Twitter helped to fund the study, and seems to be very interested in finding a solution.
Unfortunately, using real fact checkers is a slow (and costly) option. And the automated systems that are available only really get it right about 75% of the time, which is unreasonably low for a system of this type to be used on a major site like Twitter.
So, while it certainly isn’t recommended to just spam out false information to try to improve your traffic. It would likely work, at least in the short term.