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Social Media: Behind the Scenes

2013 week 09
ASTROTURFING
President Richard M. Nixon had White House staffers write
«letters to the editor» to various American newspapers, purporting
to be from ordinary citizens who favored Nixon's policies.
Sc po some-09-astroturfing
william shakespeare
Et tu, Brute?

william shakespeare - Julius Caesar, 1599
Cassius

Brutus

Caesar

I will this night, in several hands, in at his windows throw,
As if they came from several citizens, Writings all tending to the great opinion
That Rome holds of his name; wherein obscurely Caesar's ambition shall be glanced at
william shakespeare - Julius Caesar, 1599
Sc po some-09-astroturfing
Sc po some-09-astroturfing
Sc po some-09-astroturfing
Sc po some-09-astroturfing
f
r
u

t
o
r
t
s
A

A false or simulated «grass roots» movement
that’s really a Viral Marketing campaign.
Grassroot
A grassroots movement is one driven by the politics of a community.
The term implies that the creation of the movement
and the group supporting it are natural and spontaneous.
One whose sole reason for participating
in a discussion or forum is to support,
or express agreement with another participant.
A pseudonym used by someone to
distance themselves from their actions,
especially to talk about themselves
in the guise of a neutral observer
Bootstrapping

Bootstrapping in business means starting a business
without external help or capital.
ASTROTURFING 2.0
Puppet
mastering
Sc po some-09-astroturfing
Sc po some-09-astroturfing
bit.ly/scpo-09-01

Robot Wars
‣ Companies now use "persona management software"
‣ This software creates all the online furniture a real person
would possess: a name, email accounts, web pages and
social media.
‣ Fake accounts can be kept updated by automatically
reposting or linking to content generated elsewhere
‣ Human astroturfers can then be assigned these "pre-aged"
accounts to create a back story
‣ Software can create "static IP addresses" for each persona,
enabling different astroturfers "to look like the same person
over time".
‣ The US Army is building such software
bit.ly/scpo-09-02

bit.ly/scpo-09-03

bit.ly/scpo-09-04
ASTROTURFING
IN POLITICS
CHINA
网

水

Water army

50 cents party
280.000 employees

bit.ly/scpo-09-05
网

水

Water army

50 cents party
a group of Internet ghostwriters paid to post
online comments with particular content.
Online Chinese companies, the Chinese Gov. and the Communist
Party of China employ people to make postings on social media
in order to change public opinion.
bit.ly/scpo-09-06
KOREA
dec. 2012
National Intelligence Service
«Cyberwarfare Command» busted
bit.ly/scpo-09-09
Won Sei-hoon
Head of Secret Services
Won Sei-hoon

Park Geun-hye

Head of Secret Services

President of South Korea
Won Sei-hoon

Park Geun-hye

Moon Jae-in

Head of Secret Services

President of South Korea

Opponent
one week prior to presidential election

55,700

tweets

bashing president Park Geun-hye’s opponent
Sc po some-09-astroturfing
http://fr.slideshare.net/newstapa/south-korean-spy-agencysillegal-campaigning-on-sns
Aug 14th 2013 - Seoul
EUROPE
EU Troll Patrol
Sc po some-09-astroturfing
bit.ly/scpo-09-07
EU Troll Patrol

• 2m€ budget
• Monitoring conversation
• Sentiment Analysis
• Inhouse trained ‘troll patrol’ team
• acting as EU official (no AT here)
FRANCE
Manuel Valls
France’s Homeland Security State Sec.
Sc po some-09-astroturfing
Sc po some-09-astroturfing
ASTROTURFING
IN MARKETING
BOOTSTRAPPING
A STARTUP
Sc po some-09-astroturfing
Sc po some-09-astroturfing
Steve Huffman
Reddit Cofounder

‘You would go to Reddit
in the early days, the first
couple of months and
there’d be tons of...
fake users’
bit.ly/scpo-09-08
Sc po some-09-astroturfing
BASHING COMPETITION
Sc po some-09-astroturfing
A ‘cash for comment’ scandal
taiwansamsungleaks.org
bit.ly/scpo-09-10

bit.ly/scpo-09-11
ASTROTURFING
IN eREPUTATION
FAKE JOURNALISM
bit.ly/scpo-09-12
bit.ly/scpo-09-13

Nicolas Arpagian
Sc po some-09-astroturfing
Sc po some-09-astroturfing
Sc po some-09-astroturfing

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Sc po some-09-astroturfing