Today’s Buzz is by Tabitha Clark, APR, Communications Director for the City of Perry, Georgia. Connect with Tabitha on LinkedIn.
A funny TikTok I saw recently: “When you realize Life 360 is the muggle version of the Marauder’s Map.”
If you work in local government communications, chances are you’ve seen the wild west of misinformation unfold in the comment section of a community Facebook group. I’m talking about those blurry screenshots of agendas, vague rants about “what they’re not telling us,” and all-caps demands for answers about decisions that were posted — publicly — weeks ago.
I call this the RageRiff Effect.
RageRiff is my made-up internet troll — a chaotic combination of keyboard warrior, conspiracy theorist, and part-time zoning expert (read: not actually an expert). He’s the embodiment of what happens when frustration, limited information, and social media collide.
And the problem? RageRiff is loud, fast, and fueled by misinformation.
That’s where we, as communicators, step in — not to fight, but to clarify.
So, what do we do about it?
It starts with understanding how misinformation spreads:
- The information is unclear or missing context.
- People care deeply about their community.
- Emotion spreads faster than facts.
In the absence of timely, accurate information, people fill in the blanks themselves — and social media makes it easy to hit “share” before “verify.”
Where do I respond?
Short answer: not in the group.
As tempting as it might be to jump into the Facebook thread and correct the record, I don’t engage in unofficial groups. It’s not a space I can moderate, and often, it pulls you into a comment war that does more harm than good.
Instead, I bring the clarification to our official channels — usually a clear post on the city’s social media page, website, through our resident ambassador program Perry University, and our Inside Perry, Georgia Podcast. That way, we maintain control of the message, tone, and facts — and we give our community a trusted place to get accurate information.
And yes, the people in those groups usually find it anyway. Word spreads fast. But now, it’s our words doing the clarifying.
When do we respond?
You don’t have to engage with every single rumor. But when misinformation starts gaining traction, touches a sensitive topic, or risks public trust or safety, it’s time to speak up.
I use a simple triage system:
- Is it factually wrong?
- Is it spreading quickly?
- Could it cause harm or confusion?
If yes to two or more — it’s worth responding.
But, remember, we’re looking for Clarity – Not Combat.
It’s not all reactive
A big part of managing misinformation is being proactive:
- Make “Myth vs. Fact” posts a regular thing.
- Create easy-to-understand explainers for complex issues (like zoning or utility billing).
- Get out in the community by speaking to civic groups, neighborhood groups about hot topics.
- Create ambassadors programs like our Perry University program. This program gives residents/business owners an inside look at City of Perry operations.
- Build a trustworthy, consistent voice — so when a rumor does pop up, people turn to your page first.
What about AI?
It’s no longer just text posts or grainy screenshots. Misinformation is getting an upgrade.
AI-generated images and deepfake videos are becoming more common — and more convincing. A realistic-looking video of your mayor “saying” something they never said could spread like wildfire before anyone realizes it’s fake. Same with fabricated photos of emergencies, vandalism, or disasters.
Our best defense? Build trust now. Educate your community on how to spot misleading content. And be prepared to respond quickly and clearly when fakes go viral.
Final thoughts
You can’t fight trolls with fire. You fight them with facts, delivered with calm confidence and empathy.
The next time RageRiff shows up in the comments, remember:
You’re not posting for him. You’re posting for the thousands of people quietly watching, waiting for someone to make sense of it all.
And that someone is you.