Disrupting Disinformation: Cyabra & Lew’Lara\TBWA Announce Social Monitoring Partnership

 

Brazilian PR agency Lew’Lara\TBWA is known for representing brands that disrupt the creative space.  Like when they launched the new Nissan Versa by covering it with stickers of tweets complaining about sedans.  They challenged the preconceived notions about the car segment and drew major attention for Nissan in Brazil.

In that campaign, TBWA proved that it keeps its ears to the ground and pays attention to online narratives.  It is only fitting that an agency with such attention to detail would partner with a platform like Cyabra’s that will allow them to identify, analyze, and understand online dialogues.

TBWA disrupts markets, Cyabra disrupts disinformation

Through this partnership, our artificial intelligence technology allows TBWA-Brazil’s brands, including Nissan and Gatorade, to monitor online narratives, analyze content, and track the reach and impact of social campaigns.  This includes being able to determine the authenticity of authors and delineate between genuine engagement and fake content.

With the rise of bots and deepfake technology, social media and content-sharing channels are getting clogged with disinformation that can become disastrous for public relations if allowed to fester.  Cyabra’s analytics platform lets TBWA and other agency clients monitor any online conversations that mention their brands.  They can gather insights into the origins of the content and influential authors involved, be they automated bots, disingenuous trolls, or cleverly-fabricated “sock puppet” profiles.  Agency leadership can then assess these efforts and take appropriate measures to respond, alter messaging or campaign strategies and protect their client’s image in the public sphere.

Cyabra’s software also tackles genuine content created by real people.  It empowers agencies like TBWA to keep their finger on the pulse of what customers are saying in digital spaces.  This social listening capability lets them learn both what their audience thinks about their brand, products and promotional efforts as well as how they usually engage with the company online.  By knowing what’s normal and expected for their audience, TBWA and their clients can then engage in meaningful ways and spot changes in sentiment quickly and more effectively.

Finally, with Cyabra’s agency services, clients like TBWA can track how far social conversations reach and trace where the content started.  Are people talking about this because of something they saw in the news or from a competitor’s post or a faceless fake account?  How far did it reach and how many people joined the discussion?  This type of information is vital in planning how an agency should approach a topic and for crafting future, targeted campaigns.

Marketing with Cyabra – Knowing Your Audience

Cyabra’s social analytics platform offers PR and marketing agencies the ability to find the truth in what is becoming an evermore cluttered digital space and empowers them to become the foremost authority on their target audiences.  Our AI software gives agencies essential tools to monitor what is really going on in online conversations and track where content is coming from, ultimately allowing them to plan ahead based on real-time trends and terminate disinformation problems before they grow out of hand.

Are you a PR or marketing agency looking to hear more about Cybra’s disinformation detection and online monitoring services for agencies? Read more about the partnership here or contact us to learn more!

Social Media Narratives Impact on Moving Markets

Brokerage firms are one of the few broad classes of organizations that have yet to prioritize social media strategies, but a swift change is expected after the financial services industry watched as everyday investors gathered online to surge GameStop’s stock. The conversations that originated within online communities and rapidly spread across nearly all social media platforms revealed a glaring gap in strategy or preparedness for monitoring among financial services organizations, resulting in confusion for advisors and frustration for their clients. As the dust settles from the GameStop saga, the reality of social media’s impact is left in its wake.

Social narratives can have a lasting effect on brands and organizations, and the financial services category is not immune to the conversations taking place online. Consider how Barstool Sports founder Dave Portnoy recently launched an exchange-traded fund (ETF) that uses artificial intelligence to determine what stocks to trade based on online chatter. Further solidifying social media’s role in the market, it’s no longer viable for financial institutions to ignore social media or the conversations happening there. Cyabra’s technology works to dive deeper, below the surface of online dialogue, to give clients in the financial sector invaluable data and analysis to make smarter decisions for their firms, and their clients.

Monitoring Social is Only Step One:

It’s not enough to simply identify these conversations happening online, but to dig deeper to uncover how these narratives are progressing and changing as it relates to an advisor’s book of business. Once you understand the conversation, advisors need to identify exactly how far the content has traveled, and which accounts of influence are giving additional attention and reach to the narrative. Cyabra’s platform will uncover the true reach of these narratives, while identifying fake accounts or bad actors further fueling content reach. Before decisions can be made, financial teams need an accurate picture of the conversation taking place.

Real-Time Analysis, Backed by Accurate Data is Key:

As you find the narratives online and its reach, Cyabra allows teams to stay ahead of trends, provide client counsel, and make changes to a portfolio as needed. By monitoring ticker symbols and client holdings across all social media platforms, in addition to identifying conversations that could impact market fluctuations, the real time analysis and data will give advisors the ability to stay ahead of the curve.

As social media continues to evolve and grow, businesses need to be ready to react to the conversations happening. Financial institutions can no longer ignore social media when managing their clients’ portfolios. With the right tools in hand, advisors can make smarter decisions that drive better business outcomes.

To learn more about Cyabra’s offerings for those in the financial services industry, or to request a demo of the technology, reach out to us here: https://cyabra.com/contact/

 

Vaccine Disinformation: Part Three

Following the global rollout of the COVID-19 vaccine, the world has experienced an alarmingly high level of disinformation campaigns on social media platforms. Bad actors and fake profiles are pushing a negative anti-vaxxer narrative regarding the vaccine, and its alleged side effects. 

Within the UK,  black, Asian and minority ethnic groups (BAME), have been targeted with misinformation campaigns stating that there are traces of pork and alcohol in the vaccine.

Cyabra analyzed and sampled the online discourse of the UK population regarding the vaccine on social media. Through sampling almost 66,000 profiles over Facebook and Twitter, Cyabra was able to detect nearly 6500 fake profiles spreading disinformation about the contents of the vaccines,  and communities of profiles that spread claims of the vaccines containing a micro chip.

 

Findings

Cyabra analyzed and scanned social media groups and pages that are a part of the vaccine disinformation discourse in the UK on Twitter and Facebook and analyzed the online behavior, connections, and messaging of the profiles that interacted with the discourse. From the sample of 65,452 profiles scanned, Cyabra found 6,425 fake profiles (9.8%) and 18,865 bad actors (28.8%) who are spreading negative narratives about the vaccine.

 

 

 

Understanding the Authenticity  of the Online Narrative

To identify the key players involved in the social media discourse, Cyabra categorizes profiles by engagement, text, and connectivity to other profiles. Cyabra aggregates all relevant users, categorizing them by their name, sentiment (positive, neutral, and negative), profile authenticity status, their maximum exposure (which shows the potential reach), and their engagement (Likes/Replies/Shares). Given the sheer amount of data involved when evaluating online narratives, it is integral to not only organize the flow of information, but also to prioritize the most important narratives within the online ecosystem. Cyabra gives the exact link of the post identified while also providing users important information about the false user linked to it.

 

Fake Narratives

The Vaccine Contains Eggs

Cyabra analyzed the social media discourse surrounding the disinformation about the vaccine in the UK and identified many profiles that are spreading  false content and conspiracies against the vaccine. One conspiracy theory is that the vaccine contains eggs in it, so people on vegan diets cannot receive it. Below are examples of the content of the profiles from the UK.

 

The Vaccine Contains Pork and Alcohol

Cyabra also found several profiles that are spreading misinformation about the vaccine containing alcohol and pork, so people of certain religions refuse to take it. Below are examples of the content.

 

Impactful Fake vs. Real Profile

Cyabra analyzed the online behavior of the scanned profiles and categorized them by their number of engagements. Cyabra detected several real and fake profiles that are spreading disinformation about the vaccine and are getting the highest number of engagements (Likes, Comments and Shares).

Below are examples of the real and fake profiles with the highest number of engagements the platform scanned.

Real Profile

Jamison Scott || 275 engagements (233 likes, 42 replies)

The real profile is spreading content against the government’s will to vaccinate all of the citizens.  Also, he is spreading content against the lockdowns.

 

Impactful Fake vs. Real Profile

Jamison Scott || 166 engagements (100 likes, 66 replies)
The fake profile is spreading content against the COVID- 19 vaccine.

 

 

Fake Profile Content Creator 

Cyabra analyzed the scanned content relating to the vaccine in the UK. Below is the fake profile Cyabra discovered with the most UK vaccine-related content. The profile’s name is Andrew Hand, who is spreading a large amount of content regarding the vaccine, claiming the vaccine companies didn’t conduct thorough testing regarding the vaccine’s efficacy.

 

Connections Between Fake vs. Real Profile

Cyabra also analyzes the connections between real and fake profiles and divides them into communities. Cyabra’s “community” function highlights interlock profiles and how they are connected. The community below is based on followers. The profiles inside this community follow each other to a high degree. Often, a community of profiles following each other indicates they are spreading the same message.

 

Group Messaging

The community contains 245 profiles, 135 (55.1%) are bad actors (spreading content with negative sentiment on social media). The communities’ profiles were spreading negative content against the vaccine, claiming that it contains a chip in it. Several profiles claimed that Elon Musk is responsible for this. Below is the community displayed on Cyabra’s platform, and examples of the content that was shared within.

 

Conclusion

Cyabra analyzed the social media discourse of the vaccine-disinformation in the UK, aiming to understand the public’s opinion. Cyabra scanned key phrases and hashtags on Facebook and Twitter and detected an orchestration of real and fake profiles on both social media platforms, spreading disinformation regarding the the vaccines. These campaigns included the following topics:

 

  • The vaccine contains a microchip
  • The vaccine has traces of pork, hence, religious group are refusing to take the vaccine
  • The vaccine contains alcohol, hence, religious group are refusing to take the vaccine

Lastly, Cyabra identified the main leaders spreading fake information, analyzed their online behavior and measured their level of impact.

These fake campaigns can drive dangerous action within targeted communities online. Cyabra’s technology is able to detect coordinated misinformation campaigns at early stages to protect the public from taking action on false narratives, and to prevent the “snowball effect” of growing conversations from taking place .