sc po some-09-astroturfing

Social Media: Behind the Scenes2013 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.

william shakespeare

Et tu, Brute?

william shakespeare - Julius Caesar, 1599

CaesarBrutusCassiusI will this night, in several hands, in at his windows throw,As if they came from several citizens, Writings all tending to the great opinionThat Rome holds of his name; wherein obscurely Caesar's ambition shall be glanced at

william shakespeare - Julius Caesar, 1599

A false or simulated «grass roots» movement that’s really a Viral Marketing campaign.

Astroturf

GrassrootA 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 in business means starting a business without external help or capital.

Bootstrapping

ASTROTURFING 2.0

Puppet mastering

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

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ASTROTURFINGIN POLITICS

CHINA

网�水�

280.000 employees

Water army

50 cents party

bit.ly/scpo-09-05

网�水�

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.

Water army

50 cents party

bit.ly/scpo-09-06

KOREA

dec. 2012

bit.ly/scpo-09-09

National Intelligence Service «Cyberwarfare Command» busted

Won Sei-hoonHead of Secret Services

Park Geun-hyePresident of South Korea

Won Sei-hoonHead of Secret Services

Moon Jae-inOpponent

Park Geun-hyePresident of South Korea

Won Sei-hoonHead of Secret Services

55,700 tweetsone week prior to presidential election

bashing president Park Geun-hye’s opponent

http://fr.slideshare.net/newstapa/south-korean-spy-agencys-illegal-campaigning-on-sns

Aug 14th 2013 - Seoul

EUROPE

EU Troll Patrol

bit.ly/scpo-09-07

• 2m€ budget

• Monitoring conversation

• Sentiment Analysis

• Inhouse trained ‘troll patrol’ team

• acting as EU official (no AT here)

EU Troll Patrol

FRANCE

Manuel VallsFrance’s Homeland Security State Sec.

ASTROTURFINGIN MARKETING

BOOTSTRAPPINGA STARTUP

Steve HuffmanReddit 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

BASHING COMPETITION

Samsung got busted setting up a PR campaign that involved paying off Taiwanese students to write negative reviews of HTC's products.

A ‘cash for comment’ scandal

taiwansamsungleaks.org

bit.ly/scpo-09-11

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ASTROTURFINGIN eREPUTATION

FAKE JOURNALISM

bit.ly/scpo-09-13bit.ly/scpo-09-12

Nicolas Arpagian