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. 1. Bots & Astroturfing The Rise of Fake Influencers@LutzFinger MiningData.biz
  2. 2. An Army of Bots $ 2.76 million
  3. 3. Bots 1.0 – Spammer going Social @you malware.com @you-as-well malware.com D fresh-contact malware.comThey are not efficient:
  4. 4. Bots 1.0 – Spammer going Social @you malware.com @you-as-well malware.com D fresh-contact malware.comAnd they are easy to spot:•  Time: Regular or Bursty•  Heavy Hashtag Usage•  Spam Words•  Few Friends
  5. 5. Thus Social Networks acted…. 2011 2012 201320% detection 7% SPAM
  6. 6. but still Dangerous SMEAR Campaigns Denial of INFORMATION
  7. 7. Bot 2.0 – Social BotsSocial Friend @JamesMTitusKnowledge LajelloSilent Influencer @Al_AGW
  8. 8. Can Bots create a Mass movement?•  Reach•  Ease of Action•  Intention
  9. 9. Can Bots create a Mass movement?•  Reach Astroturf•  Ease of Action•  Intention
  10. 10. Can Bots create a Mass movement?•  Reach Astroturf•  Ease of Action•  Intention
  11. 11. Can Bots create a Mass movement?•  Reach Astroturf•  Ease of Action•  Intention •  Opinion leaders (Katz 1955) •  Influentials (Merton 1968) •  Mavens & connectors (Gladwell 2000)
  12. 12. 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
  13. 13. BUT why….Aja Dior M.omgg, my aunt tiffany who work for 45 minwhitney houston just found whitneyhouston dead in the tub. such ashamed& sad :( OR why…. Source:  TED  talk  by  Kevin  Allocca     Views Per Day for Double Rainbow 6 month
  14. 14. Broadcasting ≠ Intention Awareness ≠ Influence 15  
  15. 15. Influence depends on•  Reach•  Ease of Action•  Intention Topic Dependence Readiness Multiple Sources
  16. 16. 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.
  17. 17. Arjun  Mukherjee  et.al.    Readiness
  18. 18. Multiple Sources50% In  pictures:  Apocalyp6c  Manchester   Clicking   Witchs  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%
  19. 19. Truth about the Truth
  20. 20. Outlook •  Arm’s length Race •  Avoid Training Spammer•  Verification of Information
  21. 21. ThanksMiningData.BizLutzFinger.com

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