The rise of advanced artificial intelligence (AI) technology is being used to dramatically increase efficiency, reduce research time, automate processes, and enhance workflows. It can also create highly convincing fake videos, voice-overs, and imagery that could be used to manipulate public opinion and influence local elections.
Mac Clemmens, CEO of Streamline and an endorsed business affiliate of the California Special Districts Association, addressed this double-edged technological sword at the CSDA Annual Conference & Exhibitor Showcase this year, explaining how misinformation spreads and what special district leaders can do to effectively push factual, authoritative information to the forefront.
The New Frontier: AI and the Election Information Environment
AI tools now make it easier and cheaper to generate fake audio and video content—a phenomenon sometimes referred to as “deepfakes” and “cheapfakes.” By the time this election cycle begins, synthetic voice clones and face swapped videos can be produced at scale and used to spread confusion or falsehoods about local candidates or ballot measures. Meanwhile, coordinated efforts by bots or fake online personas amplify rumors rapidly, making simply “ignoring” misinformation no longer an option for local districts.
Compounding the problem, misinformation often spreads without malicious intent from constituents who share content based on headlines or snippets seen in search engines or social media feeds. Clemmens cited a study that showed 70% of Facebook users only read the headline of science stories before commenting. Thus, inflammatory headlines frequently spread faster. Clemmens described how generative search engines and social media algorithms prioritize “engaging” content—which often means content that provokes strong emotions or controversy—regardless of whether it’s factual. As a result, false or misleading narratives sometimes rank higher online than verified information, creating a digital environment where “alternative facts” gain prominence before actual facts get discovered.
Understanding How Misinformation Goes Viral
Misinformation’s viral nature stems from a mixture of human behavior and algorithmic preference. Most people interact impulsively with headlines and posts that resonate or shock them, often without fully reading or verifying content. This leads to misinterpretations and fast circulation of half-truths or outright fabrications.
Moreover, platforms like Facebook and Twitter use algorithms to prioritize “relevant” content in personal feeds based on what a user is likely to engage with. Posts sparking disagreement or emotional reactions are more likely to get likes, comments, and shares, which boosts their distribution. This system inadvertently encourages misinformation that is easy to summarize, emotionally charged, or controversial—and that could include fake local election materials created by AI tools or false stories about a special district’s operations or leaders.
Why Special District Leaders Must Lead the Response
Special district leaders cannot rely on chance or hope misinformation self-corrects. Instead, they must learn to understand and actively shape the digital narrative by leveraging effective Generative Engine Optimization (GEO) strategies. GEO is what search engine optimization used to be. Now, when someone searches a topic on the internet, they receive GEO results that provide a synthesized answer to the query - essentially a summary of information across multiple websites. To combat the false or misleading information available, districts must intentionally create credible, keyword-rich content and strategically manage their website to “out-rank” false narratives in search and social media results.
Proven Tactics to Combat Misinformation with Content Strategy
Publish a Source of Truth: Maintain an official web page that clearly dispels rumors and verifies facts related to elections or district activities. Link this page prominently on the district’s website footer and social media profiles to serve as the authoritative reference point.
Use Keyword-Rich, Visitor-Centered Content: Write webpages and posts that address questions or issues constituents are searching for—using simple language and anticipating keyword phrases people might use. For example, pages with URLs and titles like “Understanding Water Rates in [District]” or “Facts About Public Records Requests” can capture relevant searches and promote accurate information.
Create “Fact vs. Fiction” Tables: Presenting key information side-by-side with common rumors can help generative search engines easily extract and summarize truthful content. This structured presentation enhances the chance that search engines will prioritize factual snippets in search results, helping guide public understanding.
Build Inbound Links and Social Sharing: Encourage partners such as local media and community organizations with high web credibility to link to your official pages.
Share timely updates regularly on social channels, fostering a community of advocates who amplify your message.
Train Staff and Board on Detection and Response: Educate your team to recognize AI-generated media and establish internal policies to quickly address misinformation.
Special districts cannot stand on the digital sidelines. District leaders must control the narrative environment by investing in strong digital content strategies, search engine optimization tactics, and proactive rumor management.
By understanding the generative search and social media algorithms, districts can ensure that constituents find accurate, trustworthy information quickly, thereby protecting electoral integrity and community trust.
Streamline provides helpful resources, including SEO checklists and social media policy templates, at getstreamline.com/seo to equip local governments for these new challenges.
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