The image above is a summary for a campaign I ran on Facebook recently. I had just set up a Facebook page for the website and when I posted for the first few times I received a notification basically asking me if I would like to “boost” my post.
In this sense, boosting applies to paying for my post to appear on people’s walls on Facebook, so as they scroll down it will appear. As an introductory offer, they “give” you 30 Euros worth of free advertising to get started. I did avail of this offer and for 5 euros I was able to appear on 1,050 Walls and 200 people read the article (or at least clicked on the link).
I was able to narrow this down to 18-65 year-old males in UK, US, Hong Kong or Singapore who have explicitly labelled “Politics” as one of their interests on their profile. There were further options to specify available which even allow further focus.
Fake news is a topic that is consistently discussed in political forums. It has gained traction since the election of Donald Trump as US President. It has been used to describe everything from news reports by CNN to alleged attempts by foreign governments to influence elections and public opinion in other countries. There are some excellent articles on this from the Guardian.
In recent times, Facebook have made announcement that they will crack down on media outlets who appear to promote fake news. However, there is still a lot of scope to spread opinions or articles that are very borderline and misleading.
When you consider the resources available to think tanks and potential agencies social media is still a hugely unregulated medium of information dissemination and good old-fashioned propaganda. For example, I just went through the motions of creating a campaign in California for people interested in “Politics”. For 10,000 Euros, you could reach 1,700,000 to 2,000,000 over the space of a week.
This is not a topic that will go away. While I am sure in time there will be ways to enhance greater regulation, for now governments and corporations more opportunity to influence elections and referendums than ever before in a legal manner….