How to protect your farm business from misinformation

We face an avalanche of information, making it hard to identify what’s credible. Misinformation pervades all industries, threatening efforts and hindering critical decision-making. As a farm operator, it’s essential to identify what’s valuable and question what isn’t.

But how do you do that?

Pause and assess social media

Social media platforms like Facebook, X and TikTok are especially prone to misinformation. Dr. Timothy Caulfield, Faculty of Law professor in the School of Public Health at the University of Alberta, says that misinformation is designed to engage users emotionally.

Caulfield suggests asking questions when you interact with social media content. “‘Is this messaging playing to my emotions or values? Is it trying to make me angry?’ These questions can help identify red flags, revealing cognitive biases at play,” he says.

Caulfield also suggests a simple trick: be patient. Avoid rushing decisions based on something you saw while scrolling. “Pause for a moment,” Caulfield says. “Take a moment and ask yourself if the headline or content is accurate. Good, credible research shows that pausing and reflecting before you internalize the messaging makes you more resilient to misinformation.”

Ask your experts

Eugenie Officer, sales enablement manager at FCC, echoes that sentiment. She suggests taking time to digest the information and stresses the importance of seeking the insight and opinions of the ag experts you deal with.

“Consulting different experts helps ensure you’re always supported in the decision-making process,” she says. “Whether it be an agronomist, your lender, your lawyer or your accountant, they specialize in dealing with complex issues and might have more relevant information than you’ll find on social media or a Google search.”

Most specialists have professional standards to maintain. Officer says it’s less likely you’ll find yourself dealing with potential negative consequences if you seek professional help instead of doing your own research. “Any decision that might have legal or financial ramifications for your operation where you’re missing context or not 100% informed might result in some big impacts for you,” Officer says. After all, being an expert in all areas is unrealistic and making decisions that may impact your business can be stressful. This is where trusted advisors can be particularly helpful in bringing specific expertise to your operation.

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