Lutz Finger - Astroturfing the Rise of the Fake Influencers - Measure13
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Lutz Finger - Astroturfing the Rise of the Fake Influencers - Measure13
- 1. Bots & Astroturfing The Rise of Fake Influencers @LutzFinger MiningData.biz
- 3. An Army of Bots $ 2.76 million
- 4. Bots 1.0 – Spammer going Social @you malware.com @you-as-well malware.com D fresh-contact malware.com They are not efficient:
- 5. Bots 1.0 – Spammer going Social @you malware.com @you-as-well malware.com D fresh-contact malware.com And they are easy to spot: • Time: Regular or Bursty • Heavy Hashtag Usage • Spam Words • Few Friends
- 6. Thus Social Networks acted…. 2011 2012 2013 20% detection 7% SPAM
- 7. but still Dangerous SMEAR Campaigns Denial of INFORMATION
- 8. Bot 2.0 – Social Bots Social Friend @JamesMTitus Knowledge Lajello Silent Influencer @Al_AGW
- 9. Can Bots create a Mass movement? • Reach • Ease of Action • Intention
- 10. Can Bots create a Mass movement? • Reach Astroturf • Ease of Action • Intention
- 11. Can Bots create a Mass movement? • Reach Astroturf • Ease of Action • Intention
- 12. Can Bots create a Mass movement? • Reach Astroturf • Ease of Action • Intention • Opinion leaders (Katz 1955) • Influentials (Merton 1968) • Mavens & connectors (Gladwell 2000)
- 13. Can Bots create a Mass movement? • Reach Astroturf • Ease of Action • Intention • Opinion leaders (Katz 1955) • Influentials (Merton 1968) • Mavens & connectors (Gladwell 2000) To create Intention Is not easy
- 14. BUT why…. Aja Dior M. omgg, my aunt tiffany who work for 45 min whitney houston just found whitney houston dead in the tub. such ashamed & sad :( OR why…. Source: TED talk by Kevin Allocca Views Per Day for Double Rainbow 6 month
- 15. Broadcasting ≠ Intention Awareness ≠ Influence 15
- 16. Influence depends on • Reach • Ease of Action • Intention Topic Dependence Readiness Multiple Sources
- 17. Topic Dependence • 4 years • 1001 Students on Facebook • tradi6onal Self-‐reported Data • How did taste Spread Source: Kevin Lewisa, Marco Gonzaleza and Jason Kaufman (2012): PNAS Vol 109, no 1 There is a strong topic dependence. Influence is often homophily in reality.
- 18. Arjun Mukherjee et.al. Readiness
- 19. Multiple Sources 50% In pictures: Apocalyp6c Manchester Clicking 'Witch's coKage' found in Pendle Sharing BBC apology for Clarkson comments Commen6ng Writer Christopher Hitchens dies Eurozone debt web: Who owes what to whom? No rhinos remain in West Africa Earth-‐like planet found in the "habitable zone" Neutrinos beat light speed again An6maKer atom trapped for first 6me, say scien6sts N Korean leader Kim Jong-‐il dies 0 20.000 40.000 60.000 80.000 100.000 120.000 Social Media Index on the courtesy of 55%
- 20. Truth about the Truth
- 21. Outlook • Arm’s length Race • Avoid Training Spammer • Verification of Information