I got the impression the "you" in the title refers to journalists, who should have all of the skills you list. Confusing, as he then refers to the reader as "you" at the end, but I'm pretty sure he's berating the professionals and encouraging everyone else to try and do the job they are not.
I agree though, that the general population can't reasonably be expected to do a better job of it than the professionals, so I can't imagine that exhortation having much effect.
Both "you"s are aimed at anyone who shared the fabrication. Journalists shouldn't have reported it uncritically, but everyone who hit the share button is culpable.
There's an old proverb - "Who is more foolish; the fool or the fool who follows him?"
I agree though, that the general population can't reasonably be expected to do a better job of it than the professionals, so I can't imagine that exhortation having much effect.