KARNATAK LAW SOCIETY’S

GOGTE INSTITUTE OF TECHNOLOGY

UDYAMBAG, BELAGAVI-590008
(An Autonomous Institution under Visvesvaraya Technological University, Belagavi)
(APPROVED BY AICTE, NEW DELHI)

Department of Computer Science and Engineering

A Social and Innovation Report on

Role of Social Media during COVID - 19
Submitted in the partial fulfillment for the award of the degree of
Bachelor of Engineering
In
Computer Science

Submitted by
HRISHIKESH DABEER 2GI16CS046

2019 - 2020
 ABSTRACT

Coronavirus disease 2019 (COVID-19) pandemic has produced a global health crisis
that has had a deep impact on the way we perceive our world and everyday lives. Not only the
spread rate of contagion and patterns of transmission endangered our sense of security, but the
safety measures put in place to contain the spread of the virus also require social distancing by
refraining from doing what is inherently human, which is to find comfort in the company of
others. Within this context of physical threat, social and physical distancing, the role of the
different mass media channels and social media in lives on individual, social and societal levels
cannot be underestimated.

In the face of COVID-19, social media is a great way for individuals and communities
to stay connected even while physically separated. With the advent of social media in the 21st
century, not only are we learning the latest news updates, but we’re also using platforms like
Facebook and Twitter to provide personal and business updates. For businesses, this means
leveraging social media to support employees and customers like never before. For the
government, it means doing its best to efficiently share factual and up-to-date information.

Social media is one of the best ways to share news nowadays (it may be the only way
for some people), especially if you are trying to alert people of something serious in a very,
very quick manner. Whether it be COVID-19 news from individual states or news on a national
scope, social media gets the message where it needs to go.

Dept of CSE, KLS GIT

 IMPORTANCE OF SOCIAL MEDIA

Taking a look at how individuals, businesses, and government agencies have been sharing
information and interacting with others on social media in the past few weeks, here are four
primary roles that social platforms are playing during the COVID-19 outbreak:

1. A Source of Information (and Misinformation)

Never have we had more real time information available at our fingertips in the face of a
worldwide event. Such information can help keep us safe, providing us with a better
understanding of what is occurring and how it might impact us and those we love. Yet, social
media can also spread falsehoods, including miracle preventative measures, false claims about
the implementation of martial law, conspiracy theories, and more. Finding trusted sources of
information regarding COVID-19 is extremely important.

• Social Media Companies are Working to Combat Misinformation on Coronavirus

At a time where many of us are grappling for as much information as we can get our hands on,
the public is especially susceptible to false and sometimes hazardous claims, which are then
passed on to others.

• Distinguishing Between Trustworthy and Untrustworthy Sources on Social Media

The best rule of thumb for making sure information is accurate is to check original sources and
make sure that (a) those sources are indeed trustworthy, and (b) the information was relayed
accurately. Just because someone claims to have learned something from a reliable source
doesn’t mean they’re relaying that information accurately.

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If you’re the one presenting information, whether on behalf of a business or your personal
account, it’s your responsibility to cite and fact-check your own sources. Be wary of using
verbiage that is alarmist or absolute. There are still so many unknowns about the virus, and
nobody is sure what the coming weeks and months hold. It’s always best to be cognizant of
this and avoid unnecessary bold statements.

2. An Influence on Public Response to the Outbreak

Billions of people are free to publicly share their opinions on COVID-19 across various social
platforms. In the past few weeks, we’ve seen individuals, organizations, and businesses use
social media to spread awareness of COVID-19, as well as the public actions that can be taken.

Here are a few of the most distinct ways social media has influenced the public since the virus
reached epidemic and pandemic levels:

• Social Distancing and Home Quarantine are Trending

Until a few weeks ago, many of us hadn’t even heard of “social distancing,” which refers to
staying at least 6 feet away from others to help prevent the spread of infection. Now, social
media users, from friends and family to celebrities and governments, are regularly calling for
social distancing.

• Boasting and Shaming Panic Buying

Many people have been excessively purchasing household goods, sanitization products, and
food in fear that necessities will no longer be accessible — just like they do when there is a
hurricane or some other natural disaster. This over-purchasing has become so commonplace
that social media users have coined a phrase to describe it: panic buying.

On social, panic buying is being discussed in two distinct ways: 1) people are posting about
their own panic buying, showing images of carts filled with toilet paper, water bottles, and
frozen meals; and 2) people are posting pictures of empty shelves or other people’s carts as a
way to shame supposed panic buyers.

3. A Marketing Platform

The COVID-19 outbreak presents a defining moment for many brands in how they choose to
market their product. Unfortunately, we’re going to see people who are selling snake oil-type
products (think essential oils claiming to provide immunity). Some businesses will prey on
mass hysteria, especially businesses putting extra dollars behind social media ads, selling
products like hand sanitizer and facemasks.

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 • Socially Responsible Product Marketing

Despite the uptick in alarmist-focused media spend, there are many businesses providing
powerful and empathetic responses to COVID-19. The main responsibility of brands right now
is to provide for the safety and well-being of their employees and customers. That said, there
are certain business models that lend themselves particularly well to providing relief for many
people during this time.

Streaming services, for instance, are providing entertainment for those bored at home. Markets
and restaurants with delivery services are able to safely provide groceries and meals to those
unable to venture out. Online courses are being offered for free and at reduced prices. All in
all, we’re seeing many businesses do the best they can to ease the fear and discomfort being
experienced by so many.

4. A Powerful Way to Bring Positivity to a Scary Time

No platform is perfect. But where there has been misinformation and fear on social media,
there’s also been an abundance of vital, lifesaving information, connection with others, and
global unity. The ability to share experiences with family and friends helps to combat both
literal and emotional isolation while also reminding us that we’re all in this together.

• Fundraisers Organized and Distributed on Social Help Raise Money for Those in
Need

COVID-19 has put many people, especially the elderly, those with disabilities, working parents
who are losing childcare, and those who are losing their jobs, in challenging situations.
Communities are rallying together to support organizations and individuals by sharing
fundraisers with large audiences on social media.

People are also taking to social media to offer support in any way they can, such as picking up
groceries for individuals who are unable to leave home or sharing information on how to
support local businesses who are struggling to pay their employees.

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 MEASURES TAKEN BY SEVERAL SOCIAL MEDIA
PLATFORMS

Social media platforms have played a crucial role in disseminating news about the spread of
COVID-19. And with such a wide scope of responsibility and overall power over the
distribution of information, many platforms are rushing to do what they can to help, including
donating to support relief efforts, taking steps to prevent fake news, and offering advice to
companies.
Platforms are taking their role in the crisis seriously and are continuously rolling out new
measures to not only raise awareness about the seriousness of coronavirus, but also fight the
misinformation about the pandemic.

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Facebook Fights Coronavirus Misinformation

Facebook, together with its founder Mark Zuckerberg, has been in the spotlight since the
pandemic first began. The platform has rolled out tight measures to fight misinformation across
the board for the 2.5 billion people that use the social network monthly.
Continuous efforts are being made to bring in even more regional partners to help with fact
checking on a global scale. Users are also encouraged to help by flagging suspicious posts. In
addition to these measures, Facebook is prioritizing the newsfeed to favour more credible
sources such as the World Health Organisation (WHO) and other national and regional
authorities. As people increasingly turn to social media to stay up-to-date with current events,
taking extreme initiatives to combat fake news is crucial.
Facebook is also doing their best to make an impact in the “real world.” The company donated
720,000 facemasks that it had in reserve for wildfires and promised to source “millions” more.
The social network also pledged to donate up to $145 million to various causes, including
healthcare workers and small businesses.

WhatsApp Launches COVID-19 Information Hub

To combat misinformation, WhatsApp has taken the lead and provided users with a space
where they can receive up-to-date information regarding COVID-19. In partnership with
WHO, UNICEF, and UNDP, the Facebook-owned messaging app launched the Coronavirus
Information Hub. WHO has also launched a chatbot on WhatsApp to warn people about the
coronavirus’ dangers.
It’s a smart move on WhatsApp’s end as it combats the spread of misinformation that has
sometimes plagued the platform. After crossing the threshold of two billion users in February,
it’s more important than ever that WhatsApp’s large user base be able to rely on the platform
to stay connected without being led astray.

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Instagram Promotes Self-Isolation and Social Distancing

Instagram is also taking tight measures to prevent the spread of misinformation by prioritizing
their feed’s algorithm in favour of trusted sources of information. They have also highlighted
the seriousness of the pandemic by banning searches for coronavirus related AR effects.
However, Instagram’s main priority during the pandemic is promoting self-isolation. They are
doing so by rolling out Stay Home stickers and creating new ways for friends to connect,
including launching a new way to browse Instagram together with friends over video chat.
By taking these steps, Instagram is supporting a trend of distancing from public places and
encouraging its users to highlight this in their profiles as well. The popularity of these new
features reportedly almost crashed the site as users flooded the platform’s servers.

Messenger Reaches Out to Government Agencies

After Zuckerberg’s announcement that Messenger was seeing double the usual traffic, it was
clear that more steps needed to be taken to prevent a breeding ground for misinformation.
Messenger announced that it was providing government agencies with free developer tools and
launching a hackathon to explore how developers can create messaging solutions.
UNICEF, as well as the Health Ministries of Pakistan and Afghanistan, were quick to use the
resources to improve their communication with the public via Messenger.

These steps could be crucial as all authoritative institutions are seeing a huge increase in queries
on social media. People are reaching out for more information, clarifications, and service-
oriented help. It’s more important now than ever for these organizations to be accessible by the
public

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Twitter Looks After Its Audience

Like other platforms, Twitter has seen a significant increase in numbers. The platform’s
number of active users in the first three months of 2020 increased by 23% compared to the end
of 2019.

To help shelter its users from misinformation, the platform is banning any tweets that could
impact the spread of the virus. Additionally, Twitter reignited its profile verification process to
mark all the accounts with an iconic blue check mark that can provide reliable information to
the public.

The increase of users on Twitter demonstrates that people are turning to social media platforms
to stay updated with the latest information or to distract themselves while in self-isolation. The
platform’s efforts to keep the information flow relevant and trustworthy is extremely important
as fake specialists might emerge and spread false news and panic.

LinkedIn Tries to Keep Business as Usual

In light of cancellations to some of the largest professional conferences, from SXSW to Adobe
Summit 2020, LinkedIn scaled its events platform to help companies reach global audiences.
In addition, the professional networking platform unlocked 16 LinkedIn Learning courses,
which users can access for free. The courses mostly cover topics about remote working and
include tutorials on some virtual meeting tools (i.e. Microsoft Teams, Zoom).
LinkedIn is also offering a helping hand to those businesses unsure how to react to this global
situation by publishing tips on what to post during the pandemic. The platform is trying its best
to ease the transition to working and connecting remotely, which is very relevant to all the
businesses trying to keep the ball rolling even amidst the pandemic.

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YouTube Removes Ads for Virus-Related Content

YouTube is also investing a lot of effort to combat the spread of misinformation.

Videos advising people to cure the virus at home rather than seek medical assistance are just
one example of content that is being removed from the platform.
Additionally, all videos around COVID-19 have been demonetized, meaning no ads are placed
around these videos. Seeing an increase in platform usage, YouTube has also switched video
playback to standard definition by default as networks all around the world have been getting
congested due to the number of people spending time online.
YouTube is a well-known resource for quick tips and solutions, so it is incredibly important to
track content that is being published on the platform. Demonetizing coronavirus-related content
definitely helps remove some incentive for people to make videos with bad advice in an effort
to gain quick money on this trending topic. For marketers this is also good news, because no
one would want their product or service being promoted next to distasteful video ads.

Snapchat Launches Mental Health Resource

In recent news, Millennials and Gen Z, the main demographics that use Snapchat, have been
criticized by health authorities for not taking the virus seriously. As a result, Snapchat is taking
steps to raise awareness on different aspects of the topic to change perception – and hopefully
actions.
That information campaign includes “Here For You”, a mental health resource available to
users. Here users can search for content from experts on topics like mental health, anxiety,
depression, suicide.

Another unique way Snapchat has been incorporating educational content into the platform has
been through bitmoji stickers, reminding people to not touch their faces and encouraging
people to stay at home. And there’s “Coronavirus: The Latest”, which pins the most up-to-date
– and factual – pandemic news to top of the Discover page. The platform has also taken a more
creative road to bringing valuable information to a wider audience with an interactive quiz that
tests users’ knowledge about the core characteristics of the coronavirus.

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Pinterest Brings Relevant Content to Users

Pinterest is known more as a source for creative inspiration than a source of news, but as usage
has surged the platform has done its best to provide a bit of both.

Pinterest launched the new “Today” tab, a combination of trending and curated pins like
information from WHO and Centres for Disease Control on topics like hand washing during
the coronavirus epidemic. Additionally, Pinterest is staying in touch with brands and
supporting them by bringing helpful content to followers amidst the coronavirus pandemic.
During these uncertain times, Pinterest is staying true to themselves while also trying to keep
the community informed and inspired. They are using the peaked audience’s attention to spread
awareness and help them settle into their new routines – be it by setting up a home office or
planning a delicious home-cooked meal.

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 CONCLUSION

This is the first time any living generation has experienced a pandemic of this scale, and we’re
just beginning to understand social media’s ultimate role. In years to come, it will serve as an
incredibly precise case study in the ways the public and businesses alike respond to such an
unprecedented global event, and how those responses on a public platform influence not just
the actions of individuals, but of corporations and governments.

There are millions of examples where people have shown their support and empathy on social
media. And while tone and delivery vary, the message from one user to another remains
constant: you are not alone in this, there are silver linings to be enjoyed, and it’s okay to
experience this in any number of ways.
Whether it’s by making financial contributions or rolling out new features designed to help
keep people safe, it’s great to see platforms taking steps towards fighting the coronavirus
pandemic. Each platform is taking great responsibility for their communities of millions (or in
some cases, billions) of people globally and looking for creative solutions to stop
misinformation, raise awareness, and help people adapt to the new normal.

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