Brands themselves sometimes contribute to a sense of confusion. Be extra clear about things that could cause confusion (like deals or things that have limited availability). 

Also consider how you phrase Tweets and messages, especially if your brand is prone to phrasing things as a question. There are times when asking a question sparks community engagement. But it’s not always necessary. NPR, citing Betteridge’s Law, actually trains journalists to generally avoid it.

If you encounter false information it’s important to answer it with truth and link to a source where readers can further verify if they so choose. It is also important to do this promptly.

If it is clear from a customer’s message that they are using your product or service and have encountered something that sparks a question, it’s probably not misinformation.

If someone shows up in your feed for the first time with clearly false information, take a moment to look at their other posts. Check to see if they’re a prospect or customer. If not, it is possible it may be a troll out to spread bad information about you.