Advantages and Disadvantages of Countering Online Disinformation
ACTION ADVANTAGE DISADVANTAGE
Do not respond directly. Instead, let the
disinformation die out organically while you
continue to monitor conversations.
Allows a conversation that may not be visible to
your audience to die out quickly. Does not “throw
gas on the fire” or grant additional legitimacy to
the false information at the core of the attack.
Audiences that may have engaged with the
disinformation may harbor negative views about
you and your organization. Posts or messages
could continue to be shared on “slow burn” for a
long time, undermining your local organizations'
relationships and efforts.
Directly counter the disinformation through your
organization’s existing online media channels.
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Allows organizations to correct false statements or
claims about them or their work. (If this course is
taken, it should be done swiftly.) Can be effective
if the organization is trusted in the community and
has deep local ties.
Developing and publishing content, and then
monitoring response to it takes time and human
resources, and requires significant local knowledge
to do effectively. There is also the possibility
that counter- messages can backfire, open your
organization to unwanted political attention
or conflict, or reinforce initial false claims or
disinformation.
Respond to disinformation through mission-
aligned local partner organizations and influencers
Leverages local influence and networks of trust
to counter harmful narratives; protects your
organization’s position as an apolitical outsider
with a focus on helping people.
Could expose your defenders to criticism as
“mouthpieces” for outsiders. May not be as
direct or targeted as when your organization’s
communications team refutes disinformation.
Promote alternative messages that provide
information to your audience through new
narratives.
Changes the narrative by presenting new
information or alternative messages.
Developing and publishing content, and then
monitoring response to it, takes time and human
resources.
