After a false charity donation story began circulating for one of our top tier talent clients, alongside my team, I dug into social media and press analytics to determine where the misinformation originated from and how far the story had traveled.

Through our research with the tool Meltwater and native social platform searches, we were able to determine a Polish news site had started this misinformation with a tweet. Over the following two days, we followed the data around the story which gained 13.2K mentions by 12.5K Twitter users with 95% positive/neutral and was covered by large, well-respected publications. Once it was revealed that the story was misinformation, sentiment shifted with 38% being negative.