With an empowered generation speeding towards digitally displayed news, it takes just seconds to get viral through the touch of a button. The word ‘viral’ became a global phenomenonmore than a decade ago in a world which has seen the rise and fall of many enterprises. Digitally expressed news, as rumor goes (pun unintended), have been primary platforms where a political thought was planted and then relayed towards the fall of a leader. And in another part of the world, the same type of forum created a landslide victory by a growing trend of another thought.Fast growing movements in the digital world of apps have resulted in the fall and rise of enterprises (and people) with just the correct usage of the right hashtags at the right moment in time. Skirmishes online do become apparent and few realize that when one is online, private tales and quotes can get taken out of context. Media cell units dedicated to creating sham campaigns are not new to this country be they social or political. And it is in this world where we must establish truth as human beings and of course, Pakistanis, with a sense of civic duty. Facebook, one of the largest and most popular platforms has been the primary social network of choice for several years. The fascination for this platform(though it has shifted with newer apps available such as Twitter, Instagram, Snapchat to name a few),has not faded. What Facebook developed with its innovation of ‘Facebook Groups’ still seems to be a primary choice with Pakistanis to launch a concept which usually hurdles further into a business venture. Many social, and business platforms have been formed via this forum and communities which allowed forum members to speak their thoughtsout loud. Some very amazing groups came up from these specially affecting Pakistanis and creating a positive cultural impact. It gave them a space to speak their minds and build relationships by creating a fast exchange of ideas, communication, learning, economic development and networking on a mass level. If it is the truth we seek for our generations coming (and truth cannot just be a matter of perspective), then it is fake news we must seek to identify with a great deal of caution and introspection The world did become closer and as Pakistanis, on to every innovation, have used it well to their advantage.Following suit, Instagram and Twitter have been exceedingly important apps which have taken marketing in Pakistan to another level. ‘Twitteratis’ as they are termed, move at such lightning speed that not a day goes by and a new ‘truth’ (piece of news) in the Pakistani world is addressed. Such amazing tools have also fast become the primary use for political forums such as governments for their media,and even local bodies realized how many people can this way be reached.Several marketing agencies realizing the immense market potential have jumped onto digital advertising and PR as a business service. All of these tools or approaches are just that in the hands of those who utilize them. It is not the tools created, that are bad. And it is here I must state neither are the humans. It is the spread of misleading news which can confuse the audience and mislead their perspectives completely creating discord amongst many. Technology can only help us move forward and bring the world much closer to each other with knowledge that is available about each other. The manner in which we utilize our creativity with innovation is the key to setting ground rules for a better nation. Sifting through news with a great deal of recognition for the truth amongst the spread of carefully planted fake news would help us move together-forward. A digital platform is just that, a stage created for humans with an audience, a network to grow in number-to hear or visually see an idea and take it forward. With the ‘naming and shaming culture’ afoot one cannot stop the voices to be heard, and they shouldn’t be, as much of it would be relevant to make social and cultural change. Simultaneously, one must realize, it takes just a day to bring somebody down or fester doubt in somebody else’s mind about them. Here, one should also note it takes a few minutes to digitally edit conversation’s that perhaps never even took place. When digital images could be photo-shopped over 20 years ago and videos doctored even before that to put a person in place they were not in, digital screen shots are even easier to tamper with.History has seen audios put online of things that were not said by public figure using voice simulations. None of this is new; however the sense of duty to country and the current responsibility is now needed more than ever. It is a reminder that these things exist and are problematic and even destructive some times. Fake news or the spread of rumors has never been something new in the history of the world as communication was established by the first humans; it is now just much faster- it is that millisecond of decision making of to do or not do that is left to us. With the intelligence given to us, one must realize how in a fast paced Digital age, imprints can last a long time in cyber space. If it is the truth we seek for our generations coming (and truth cannot just be a matter of perspective), then it is fake news we must seek to identify with a great deal of caution and introspection. Here I must add, although it is not completely possible to grasp the whole picture perhaps as an average citizen, at most times, it is imperative we pause on our “trigger-happy” fingers before passing on news that sounds unreal in the first place. No voice should go unheard when it claims injustice but neither the one encouraged,that cries wolf. The author is a freelance writer and a Lifestyle Blogger