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The issue of misinformation vs disinformation and the harmful effects it can cause is not just for Twitter but for many businesses around the world. It's an issue that iResearch Services – the parent company of TechInformed – has examined in a recent in-depth survey, The New Reality: Mitigating The Risks Of Misinformation and a new report, Does fake news affect your business? But it is important to first establish what is the difference between misinformation and disinformation. Confused by misinformation vs disinformation? Our new report also addresses the difference between misinformation vs disinformation. It states that misinformation is an umbrella term that covers any information that is inaccurate, regardless of whether it has been created or disseminated on purpose. Disinformation is the poster child of misinformation, as modern society grapples with fake news spreading rapidly across digital networks. Yogesh Shah, CEO of iResearch Services, says: "Regarding misinformation vs disinformation, the main difference is intent. Misinformation has been around as long as there have been human civilisations, but it has found its element in the digital age. The types of motivation behind it abound, from political strategy to malicious players to poor fact-checking. Intent is key to distinguishing disinformation from inadvertently inaccurate facts." Trust is a crucial element in business Most respondents in all regions (75% in APAC, 66% in North America and 61% in Europe) thought that companies were doing very or fairly well at combatting misinformation related to Covid-19. Most business leaders believed they were doing 'fairly well' to prevent the dangers of misinformation. Leading the way were those in the information technology and services sector, with 41% going a step further and saying they are doing very well. This was followed by professionals in financial services (34%) and healthcare (30%). The lowest proportion was among those in marketing and communications at 21%. This shows it is not enough for businesses to be actively taking protective steps against the dangers of misinformation – they also need to communicate their expertise to be seen as credible, trustworthy experts. So, what are businesses doing to combat the dangers of misinformation vs disinformation? Businesses in the regions we surveyed said that they were focusing on building trust with employees, clients and affiliates to combat the dangers of misinformation and disinformation (89% in both North America and APAC, and 86% in Europe). Next in importance for businesses in APAC and North America to offset the effects of misinformation is the involvement in policy and governance (85% and 83%). Companies in Europe, on the other hand, prefer to invest in reliable brand messaging and communications (82%) to protect against the effects of misinformation.

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