Study: Sharer of digital news outweighs news source

Your trust in news shared over social media may depend more on the person who shared the news than the news source itself, new research suggests. The results suggest opportunities for news organizations in building strong online followings -- and challenges for social media in countering fake news. An online sample of 1,489 US adults participated in the experiment, conducted by The Media Insight Project, a collaboration of the American Press Institute and The Associated Press-NORC Center for Public Affairs Research.

Those who got the news from a person they trusted were more likely to say the story was well-reported, correct and contained diverse points of view. For instance, 51% of those who got news from a trusted sharer said the information was well-reported and trustworthy, while only 34% said so if they got the news from a non-trusted sharer. Trusted sharers influenced outcomes in other ways, too. When the story is passed on by a trusted figure and the article was attributed to The AP, 52% of respondents said the article got the facts right. When the article was attributed to The AP, but the person passing it on is less trusted, only 32% say the facts were right.