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Survival of the
TruthiestSJ, 2017
“The views and opinions expressed in this presentation are mine and do not necessarily reflect the
official policy or position of AppNexus. Assumptions made and conclusions drawn in this presentation
are not reflective of the position of AppNexus.”
SOCIAL ENGINEERING
AT SCALE
Facebook group total_shares interactions number
of posts
word
count
Facebook.com/Blacktivists 103,767,792 6,182,835 500+ 15349
Facebook.com/Txrebels 102,950,151 3,453,143 500+
Facebook.Com/MuslimAmerica 71,355,895 2,128,875 500+ 6892
Facebook.Com/Patriototus 51,139,860 4,438,745 500+ 53782
Facebook.Com/Secured.Borders 5,600,136 1,592,771 500+ 53850
Facebook.Com/Lgtbun 5,187,494 1,262,386 500+ 15020
COMMONLY USED• Imperfect recall
• Unconscious bias
• Confirmation bias
• Mental immune systems
• Familiarity backfire effect
• Memory traces
• Emotions = stronger traces
PAYLOADS
Misinformation Disinformation Abuse “Normal”
Accidental / sloppy
untruths
Deliberate /
focussed
untruths
Focussed opinion
/ facts
Hate speech
Bullying
Doxxing
Everything
else