Perhaps the rise of fake news sites owes much to the gullible nature of followers of significant areas of the Internet. People who count their 'friends' by the hundred and followers by the 'thousands' might well be susceptible to the lures of fake news simply due to lack of exposure to more genuine content. It seems too that Donald Trump is a serial tweeter and there are suggestions that the US presidential election was helped in part by sites peddling fake news. Facebook and Google are reported to be concerned for the advertising that fake news seem to be able to carry.
At times it seems social media is beginning to become a significant in influencing events, decisions, elections and fund raising. Many businesses noting this have moved into the swamp of social media which some might argue by inviting people to 'like' their brand has generally lowered the quality of content. What's more without editorial oversight it has opened the doors to anyone having access to write whatever they like - including fake news.
Are those who questioned the value of social media as being unsuited media for serious b-2-b marketing now being vindicated? If the medium looses credibility, then why would you want your product associated with it any way? Maybe time to focus marketing resources through professional and credible publication channels and leave the social media to deal with the gossip and dross.