Social media has become a double-edged sword. On one side, it has revolutionized communication, enabling people to connect, share ideas, and mobilize for social change at an unprecedented scale. On the other side, social media has become a breeding ground for disinformation where false, misleading or derogatory information is spread deliberately to deceive people or to plant false narratives.The consequences of disinformation are far-reaching -- undermining democratic processes, polarizing societies and eroding trust in institutions.There are numerous motivations behind social media disinformation. Some love to push out conspiracy theories, hate speech or divisive narratives. Bipartisan actors want to peddle certain narratives that are more favorable towards their political party.Foreign adversaries from Russia, China, Iran and North Korea promote narratives for their own geo-political or nationalistic agendas. Threat actors might be looking to deceive, attack or social engineer people by exploiting emotions, biases and trust. Scammers may be seeking financial gain by creating clickbait content and frauds that drive traffic and generate revenue. Competitors and adversaries want to tarnish the reputation of businesses, individuals and brands.Related:Why Disinformation Is Growing So RapidlyDisinformation on social media is not new. Platforms like Facebook, X, Instagram and TikTok have algorithms that favor sensational, scandalous and emotionally charged content. According to a study at MIT, fake content on these platforms is 70% more likely to be reposted than true ones, reaching a broader audience in significantly less time.The arrival of generative AI is another major reason why disinformation is exploding on social media. These tools enable the rapid escalation of highly convincing fake content and impersonations, including deepfake videos, synthetic images and fabricated text, making it difficult for users to sift fact from fiction. Social media platforms are flooded with AI bots that are raking in billions of views.Crushing the Infodemic Requires CollaborationSocial media disinformation is a pressing challenge. To win this war, societies must adopt a multi-faceted, group dynamic where governments, organizations, social media platforms, nonprofits and individuals make a concerted effort in prioritizing truth. Responsibility of social media platforms. Social media companies should demonstrate some accountability for those users that might be spreading disinformation. This means having mechanisms (combating AI with AI) where they can identify the accounts that are spreading the misinformation. For example, if a platform has a user posting 700 times a day, that should be flagged immediately. Transparency is also a critical component. Platforms should provide clear information about sources of content, the credibility of accounts, whether they are automated, and reasons why certain posts are promoted or flagged.Related:Role of government. Social media platforms cannot be trusted to self-regulate. Governments must establish frameworks that hold platforms accountable for the spread of disinformation. In addition, they must conduct independent research and develop tools for detection and mitigation. Additionally, they must work with the private sector to develop a process for counter messaging. For example, if theres a false narrative being spread about Israel using a floating US pier off Gaza for hostage rescue missions then the government must proactively squash those claims and provide evidence. Governments must build resilience through community engagement, working with local organizations, hosting town halls, workshops and campaigns to combat disinformation and create a shared understanding of the facts.Related:Duty of organizations. Organizations have a duty to promote media literacy in their workforce. Through corporate training, they should make employees aware of the dangers of disinformation, promote fact checking and clearly define their roles and accountability in preventing the spread of false information. Using cyber simulation exercises, they must ensure that their cyber preparedness is as high as possible, that users are equipped to respond appropriately when faced with a real-world disinformation crisis. Sharing case studies is also an effective way to educate and train employees as it reinforces lessons and makes the training program more relatable and impactful.Commitment from people. Individuals should be mindful about combating disinformation. Before sharing content, they must pause and ask themselves: Is this information credible? What is the source? Is there any evidence that supports this claim? They should verify the accuracy of information being shared by leveraging fact-checking websites (Snopes, Politifact, FactCheck.org) cross-referencing sources and seeking expert opinions. By adopting a more critical thinking approach around social media, individuals can help break the cycle of viral falsehoods.The war against disinformation is a complex, ongoing battle that society cant afford to lose. To succeed, individuals, institutions, governments and social media platforms must work collectively, leverage technology, and educate the masses. The stakes are high but with collaborative action and resolve, we can try to create a less polarized and resilient society for future generations.