LikeWar, Sock Puppets and Fake News: Social Media as a Weapon of Disruption

This past week I started listening to another powerful, and frightening, audiobook called LikeWar: The Weaponization of Social Media by P.W. Singer and Emerson T. Brooking.

I'm going to be writing about some of the particulars of this well-researched and well-documented volume, so this blog post is just a warm up. Here's from an Amazon review by Jon Foro:

Were you looking for more reasons to worry about the future, or the present? LikeWar: The Weaponization of Social Media will fuel your nightmares. P.W. Singer and Emerson T. Brooking’s treatise travels well beyond the disinformation and fake news we’re all now familiar with (right?), addressing the ways the internet and our social networks will be deployed in actual war: recruiting terrorists, inflicting sabotage remotely on a vast scale, and even Matrix-grade reality manipulation.

Bottom line: Disruption is coming and we are not ready. Have you been following the Yellow Jackets situation in France? I find it pretty disconcerting, even scary. Have you ever been caught up in a mob where there is total chaos and violence? Who decides what is best for everyone?

In France, for example, the purpose of the fuel tax is to address Global Warming by penalizing driving. We see it all the time where taxes are used to help modify behavior. If government can't stop smokers, they can tax it heavily.

But the mob, I mean the People, do not want to deal with global warming in this fashion and are rioting, smashing things, flexing their muscles. Like children who get their way by throwing tantrums, what else will they demand that is not in their best interest?

That is an oversimplification, and the current situation is taking place in the now, so this book does not talk about it. Rather, it talks about the power of social media to destabilize, to breed hate, distrust, and stupidity.

The authors take readers on a deep dive into what was really happening during the last presidential election. The Soviet Union was indeed meddling here, but for different reasons than you might expect. The gullibility of extremists on all sides leads to re-Tweets so that incredible (Fake) stories gain traction by being passed along by legitimate "friends." For example, one story that got millions of shares was about the Pope endorsing Donald Trump. This originated in a Macedonian fake news farm where people were being paid to come up with as many outrageous stories per day as possible. Some catch a wave and others don't.

The amount of money devoted to Fake News (or Social Media warfare) in the Soviet Union was 40 million one year and 400 million the next. How much does the U.S. spend on propagation of its own news, fake news, spin doctoring?

Amazon reader/reviewer vickip007 writes:
LikeWar is the manual for warfare in the 21st century, a worthy successor to Singer's Ghost Fleet, and excellent debut work for Brooking. It belongs on the shelf of anyone who wants to seriously understand how war will be fought and social policy developed in the era of Facebook and Twitter.

There is a particularly urgent need for this book at a time when most tacticians have their eyes firmly fixed on enhancing cybersecurity through the protection of systems and hardware. While this is undeniably important, LikeWar reminds us that the information that is transmitted over that infrastructure is no less, and possibly quite a bit more important than the infrastructure itself. This message has never been more urgent than today when democratic nations struggle with balancing the need for an open civil society against the risks of foreign subversion and influence. This is the next great battle. It will be fought in the trenches of Facebook and the swamps of Twitter - wise commanders will bring LikeWar with them as field guide.

Amazon reader/review Michael Burnam-fink wrote:
Computer networks and smart phones connect billions of people, allowing ideas to flow faster than ever before in history. Sometimes, the results can be impressive. The Chiapas Zapatista movement in 1994 was a dial-up and fax version of a network insurgency that managed to bring enough international opprobrium on Mexico that the government blinked, and reached some kind of political accord (Chiapas is complicated). More recently, Eliot Higgins and a team of open source analysts at Bellingcat managed to track down the exact BUK missile system and Russian soldiers responsible for shooting down MH 17 in 2014.

But there are a lot of dark sides. When people connect, the emotion that spreads most rapidly is anger. Lies spread five times faster than truth. Musicians can use social networks to directly connect with their fans, and ISIS uses it to connect with alienated Muslim youths worldwide. Social networks sort diverse citizens into filter bubbles of people who think alike. Eliot Higgin's careful open source intelligence has a paranoid fun-house mirror version in the QAnon conspiracy, where Qultist decoders find hidden messages from an alleged 'senior white house source'...

The future is if anything, darker. Advances in machine learning and AI allow ever more realistic bots, computer generated DeepFakes where a politician can be programmed to say anything, and personalized targeting of people with exactly the propaganda they'll believe.


* * * *
One chapter goes into detail about Sock Puppet Accounts. Sock puppet accounts are nicknamed as such because they conceal the hand that moves the mouth. This Ed Gent article about sock puppets in New Scientist begins like this:
“Sock puppets” are the scourge of online discussion . Multiple accounts controlled by the same user can dominate comment forums and spread fake news. But now there’s a way to unmask the puppeteers.

The title of this naked security by Sophos article says it all: Twitter struggles to deal with the sock puppet and bot armies.

I agree with M Wilper's comments:
A rare book that offers key insights into the history unfolding in front of us. The authors synthesize the widespread manipulation of social media by various powers seeking to skew popular opinion in their favor. The story is very troubling, but I hope that this book and more like it will help us produce the antibodies we need to neutralize the danger.

* * * *
My only concern about the book is regarding how relevant it will be in five years.  I find it to be exceedingly important, however, especially at this current moment in time, for which reason I have asked for it as a Christmas present. I'm currently 2/3s of the way through and find the information exceedingly informative and accessible.

Related Links
The online threat that cybersecurity teams don’t cover
A military expert explains why social media is the new battlefield
The Machines That Will Fight the Social Media Wars of Tomorrow

Lindsey Edson Spills the Beans on Why Marketers' Content Is Not Being Seen

Liindsey Edson of Hailey Sault

This past Friday Lindsey Edson from Hailey Sault, aka the agency formerly known as Klatzky & Associates, made a presentation titled Why Your Audience Isn't Seeing Your Content at the March Twin Ports Social Media Breakfast. Edson, who started in traditional advertising with a New York agency, talked about Facebook changes, ad blockers and fake accounts. Here is a brief re-cap of the salient points of her talk.

She began by noting that social media is a fast changing industry so it can be a challenge staying current. Citing Darwin, she stated that survival is dependent upon your ability to adapt to change.

FACEBOOK
The numbers are quite astonishing. Facebook alone has 2.2 billion users. For marketers it's important to know that it's the Facebook Algorithm that determines what users see. As most in the room were likely aware, on January 11 Facebook changed the rules again. Their purported aim is to help users find relevant content. Most marketers were not happy with the changes.

What they (FB) said and what really happened are two different things though. Maybe we will see less fake news. And (maybe) local publishers will be able to break through with more success.

Engagement Baiting and Reaction Baiting and Share Baiting will be demoted, she said.

How Will This Affect Your Brand Page?
Brand pages will see a decline in reach but the true impact won't be evident for brand pages. "We've all survived algorithm changes in the past. We'll make it through again."

Edson addressed some of the things Facebook dislikes (as do users) and admonished companies to NOT do the following:
Clickbait
Like Baiting
Spammy Links
Frequently Repeated Content
Posts That Ask For Likes.
Overly Promoted Content

Instead, she said do these: 
Video
Groups
Quality over Quantity
Content that creates conversation
Targeted ads
Posts with Links
Posts with high engagement
Posts that are timely
Pages with complete profile info

And: BE HUMAN MORE THAN EVER

Edson's advice on this score:
Tap Into Live Video
Prioritize Your Ad Budget
Up Your Influencer Game

Groups are the New "Pages."

AD BLOCKERS

Ad blockers were developed because ads became increasingly more annoying. 92% of people have considered using ad blockers, she said. After sharing some stats she told us about the top 8 types of annoying ads.

Edson noted that Google is leading the charge, bringing an ad blocker feature to Google Chrome.*
"We want to create a more user friendly experience," is Google's rationale. The Chrome browser is used by 60% of all web surfers..

There are a variety of ad types that violate Google's guidelines, not the least of which are those that play audio and are annoyingly frustrating to turn off. She shared several other examples. She indicated that there are currently 615 million devices using Ad Blockers or 11% of all devices. (I went to another source to see how current this was and according to the 2017 PageFlair Adblock Report that number was dead on.)

There are a variety of reasons ads can be annoying besides screen takeovers and auto-audio. These might include exposure to viruses, interruption, slow website loading time and the visual interference of too many ads on web page.

People especially dislike ads on mobile devices. And it isn't just young people using ad blocers. They're being used across all age groups.

WHAT CAN WE DO?
According to Edson, the threat of ad blocking is not as drastic as studies may suggest. More people are paying for content now and want it. Therefore marketers should take the following steps:

1. Play by the rules.
2. Request to Whitelist.
3. Make your ads matter.
4. Use native advertising integrated into the editorial content.

FAKE ACCOUNTS
Edson stated that there were 69 million fake accounts now on Facebook, 24 million on Instagram and 48 million on Twitter. Bots are blamed for many of these fake accounts.

Why does it matter?
Fake Accounts = Fake News
Fake Accounts = Fake Ads
Fake Accounts = Fake engagement

Social media platforms have been cracking down on fake accounts, she said.

Lindsey's RECAP
Why Your Audience Isn't Seeing Your Content
1. Algorithms
2. Ad Blockers
3. Fake Social Accounts

* * * *
Ed's PostScript
*In his book BadMen, ad contrarian Bob Hoffman's gripe that is not that people are using ad blockers. The bigger concern for consumers is that Google, Facebook and Amazon exist to scrape all of our personal info and sell it back to marketers for personal gain. For this reason, Google's rationale to incorporate ad blockers into the Chrome browser are designed to keep users trusting Google so they can continue to track behavior and gather information on us. It's not altruism, he says.

RELATED LINKS
Marketing Week: Marketers undervalue the impact of traditional media channels 
Facebook Group Social Media Breakfast Twin Ports

New Evidence That the Fix Is In: Vikings to Win Super Bowl LII

According to newly released documents from WikiLeaks, the Minnesota Vikings will not only be participating in the Super Bowl, they are slated to pull off the largest upset win in Super Bowl history, directly in front of their hometown fans in Super Bowl LII. *

A series of emails between NFL Commissioner Roger Goodell and several owners debating how to respond to Brian Tuohy's accusations in The Fix Is In has now come to light. In one revealing memo Goodell declares he's "dazed and confused" by the accusations, while simultaneously he's unsure how to deep six a voice recording that's been floating around the Internet that has him laughing at the fortune he and his cronies will rake in when the Vikings run the table.

In another stolen email, Vikings chairman and owner Zygi Wilf has alleged that Goodell "promised" a Vikings victory, saying that "the NFL owes it to Vikings" after so many years of heartbreak. Wilf sent an email to 90-year-old former head coach Bud Grant requesting his presence at U.S. Bank Stadium on February 4. Grant replied that when the Vikings win he will strip to the waist and march around the stadium carrying the trophy "even if it kills me." (It was not clear from the email whether Grant mean he would walk around inside the stadium with the trophy or outside around the perimeter.)

IN OTHER NEWS the Minnesota Handoff Video has been released, with at least two shots from Duluth. WooHoo! Governor Dayton, the Bob Dylan Mural, Sid Hartman, the Jolly Green Giant, Austin Spam Museum and Bud Grant all make appearances as well, along with a host of other characters and Minnesota landmarks.

* EdNote: The WikiLeaks story is Fake News... but a Vikings win would make a good story. And the Minnesota Handoff Video is real.
   EdNote 2: The Super Bowl trophy image, logo and all NFL branded images inside the video are sole property of the NFL.

Is It Really True? Fake News and Other Misinformation

THROWBACK THURSDAY

With all the bluster about "fake news" lately, here's a post from seven years past that addresses the same issue. The lingo may change but the issues remain the same. In fact, the situation may be worse, as we're pretty much lacking in fact-checkers. 

Is It Really True? 
(October 2010)

Did you know that October this year has 5 Fridays, 5 Saturdays and 5 Sundays, and that this happens only once every 823 years?

That was something I saw Tweeted a few minutes ago, but I really do not have any way to verify it. Seems hard to believe. What do you think?

That's the way a lot of stuff is online. You read it, and it is stated so factually that your brain just nods its assent and you absorb it into your knowledge base. But how much of that knowledge base is misinformation that you just swallowed uncritically?

Misinformation didn't just begin with the Internet though. P.T. Barnum famously quipped, "A sucker is born every minute." Even before the online age, credible sources would be getting it wrong. For example, in 1949, Popular Mechanics asserted that "computers in the future may weigh no more than 1.5 tons." The wording implies a fairly large measure of doubt, but we'll go out on a limb and weigh the possibility of it, even if unlikely.

The New York Times once warned that the electric light would cause blindness. How could it not be true? It was in the New York Times! Well, journalists make mistakes just like everyone else. Unfortunately, when it's in print it remains in print a long, long time. Whereas when it's on a blog or website, hey guess what? I can delete it or fix it in a minute.

That's a scary thought, too, though. If everything is transitory, if everything can be re-arranged, what's left that's firm and solid?

Better stop my rambling and get on with the day. Y'all have a good one.

* * *
For What It's Worth Dept.

Duluth's 27th annual Art For Earth Day Gallery Hop is this weekend. The DNT has assembled a nice summary of places to go and what you can expect to find.

I've Got News For You: Fake News Is Nothing New.

"The conscious and intelligent manipulation of the organized habits of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.”
~ Edward Bernays, Propaganda, c. 1928

“We are governed, our minds molded, our tastes formed, our ideas suggested, largely by men we have never heard of… It is they who pull the wires which control the public mind, who harness old social forces and contrive new ways to bind and guide the world.” ~ ibid.

* * * *
In addition to Virtual Reality and Artificial Intelligence, one of the big stories of 2016 revolved around Fake News. People are alarmed by how quickly erroneous stories pass through the masses via social media like Facebook. Yesterday over lunch I read an interesting article about how much of the fake news is designed to feed pre-existing fears.  The article cited how even Octavian, who went on to become the first Caesar, used "fake news" to defeat Antony and Cleopatra. (Interesting.)

This is Throwback Thursday, so I pulled this post from 2008 because there's another word for fake news, a word that went out of vogue due to its association with certain people who ultimately mastered it.

Propaganda

I have finally obtained my own copy of Edward Bernays' ground breaking manual on mass manipulation. The irony is that the word propaganda was a good word back then. When this book was written, the liberal elite liked the idea of controlling the masses without having to resort to guns.

Unfortunately for the mind-shapers and benders, a not so nice guy across the seas liked these ideas so much that our first mental association when we say the word Propaganda these days is Goebbels, Hitler’s Minister of Propaganda who made the famous statement “If you tell a lie big enough and keep repeating it, people will eventually come to believe it.”

Quite naturally, after the war American proponents of values shapers and manipulators could no longer call what they did propaganda. Thus was born the public relations industry. Today, it is PR that rules the world. No elected official in high office could exist without spin-masters at his or her right hand. Spin…. organizing today’s massive quantities of information into a tool for massaging minds, controlling perceptions, creating a pseudo-harmony that enables our complex society to function as a somewhat cohesive whole.

Heaven forbid, however, that people should read between the lines and think for themselves. What’s really going on here? What’s really happening in America today? How much of what is really happening do we see in the papers… and how much is spin?

This is a theme that I will undoubtedly return to…

* * * *

We tell ourselves that we are more informed because we have the power of the World Wide Web at our fingertips, but are we? Do we use the Internet to become a more informed public? Or are we simply more gullible?

Meantime, life goes on all around you. Open your eyes.