The Daily Mail has done it again and proved that the quality of their research is second to none, because they don’t do any. They have an exclusive on the possible product recall of the iPhone 4. You can see the article on the Daily Mail site at http://www.dailymail.co.uk/sciencetech/article-1289965/Apple-iPhone-4-recalled-says-Steve-Jobs.html, or possibly not. By the time you read this posting the Daily Mail might have realised that they have made complete idiots of themselves and removed the story. So here is a screen shot of the headline:

The source of the story? The man himself: Apple CEO Steve Jobs announced the possible recall last night via his Twitter account @ceoSteveJobs. There’s just one teensy weensy problem. The ‘bio’ for @ceoSteveJobs clearly states:

“I don’t care what you think of me. You care what I think of you. Of course this is a parody account.”

Perhaps the Daily Mail does not understand what parody is? Or maybe the ability to read is no longer a requirement for Daily Mail journalists?

Checking the authority and veracity of a source is an important part of research as those of us who do this for a living well know. It can be a time consuming and long-winded process but in this case it was clearly stated on the Twitter account that the source was A PARODY ACCOUNT. How difficult is it to read the profile on this account?

No doubt the Daily Mail will now regale us with tales of how Twitter is riddled with liars, fakes and false information and that it should be immediately banned from these shores.

Time to sing along to that popular ditty “The Daily Mail Song” by Dan and Dan http://www.youtube.com/watch?v=5eBT6OSr1TI

And as I finish writing this I see that the Daily Mail have pulled the story from their web site. If you are desperate to see a copy of the original I have one here. It will feature in my workshops on assessing the quality of information!