1. Assess and Exploit Adversarial Social Media
Social Media Exposed
Assess and Exploit Adversarial Social Media

2. Introduction What is Social Media Who is using Social Media
Why is it important
Social Media Pilot
Introduction

3. Media for social interaction, using highly accessible and scalable publishing techniques.
Social media uses web-based technologies to turn communication into interactive dialogues.
Andreas Kaplan and Michael Haenlein also define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content."
Businesses also refer to social media as consumer-generated media (CGM).
The common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.
Social Media is…

4. Social Media Devices Some Websites Smart Phones
Virtually every smart phone has a direct connection to any one or many of these sites. Information can be uploaded, exchanged and posted at the whim of the user.
Since 2005 more cell phones have been sold than computers.
Our world cultures are merging from smart phones to the web at every point in every day.
Some of the information is good, some of it isn’t. All of it has an impact.
Facebook
MySpace
Qzone (China)
Windows Live Spaces
Twitter
Vkontakte
Social Media Devices

5. Our adversaries are using Social Media to run funding, recruiting and communications missions around the world.
We are not exploiting this information.
We expect through an intense investigation of technologies to find potential assets, targets and a deeper understanding of how the adversarial groups communicate.
This is designed as a repeatable process.
Concentrate investigation on a specific individual/group/company/government/country..
Get as detailed as necessary
Expose Social Media

6. Pilot: Social Media Assessment
We propose to look at this problem in two steps:
Pilot– Assess Social Media Culture and Tendencies
What our adversaries are doing in Social Media
What is their impact on social media, public, world opinion
How can we monitor/defeat/change their efforts and messages
Is this effort worth continuing to the next step
Pilot: Social Media Assessment

7. Social Media Exploit Plan
Social Media Plan
List of exploits we are capable of doing
Potential schedule
Sample Plan to Exploit Targets
Sample Plan to Influence Messages
Next Steps
Social Media is a continuous effort. We need to provide content on a continuous basis to keep our audience’s attention.
Social Media Exploit Plan

8. Who’s Using Social Media
Name
Description/Focus
Date Launched
Registered Users
Facebook
General.
Feb-04
500,000,001
Qzone
General. In Simplified Chinese; caters for mainland China users
200,000,000
Twitter
General. Micro-blogging, RSS, updates
Aug-06
175,000,000
Habbo
General for teens. Over 31 communities worldwide. Chat Room and user profiles.
162,000,000
MySpace
General
Aug-03
130,000,000
Windows Live Spaces
Blogging (formerly MSN Spaces)
120,000,000
Bebo
Jul-05
117,000,000
Vkontakte
Social Network for Russian-speaking world including former Soviet republics. Biggest site in Russia
Sep-06
110,578,500
Orkut
General. Owned by Google Inc. Popular in India and Brazil.
Jan-04
100,000,000
Friendster
General. Popular in Southeast Asia. No longer popular in the western world
2002
90,000,000
Badoo
General, Meet new people, Popular in Europe and LatAm
86,000,000
LinkedIn
Business and professional networking
May-03
80,000,000
hi5
General. Popular in India, Mongolia, Thailand, Romania, Jamaica, Central Africa, Portugal and Latin America. Not very popular in the USA.
2003
Tagged
General. Subject to quite some controversy about its marketing and privacy policy
70,000,000
Netlog
General. Popular in Europe, Turkey, the Arab World and Canada's Québec province. Formerly known as Facebox and Redbox.
Who’s Using Social Media

9. Languages Represented
Afrikaans
Español
ქართული
Português
Azərbaycan dili
Esperanto
Kiswahili
Română
Bahasa Indonesia
Euskara
Kurdî
Русский
Bahasa Melayu
Filipino
Latviešu
Shqip
Bosanski
Føroyskt
Leet Speak
Slovenčina
Català
Français
Lietuvių
Slovenščina
Čeština
Frisian
lingua latina
Suomi
Cymraeg
Gaeilge
Magyar
Svenska
Dansk
Galego
Nederlands
ภาษาไทย
Deutsch
한국어
日本語
Tiếng Việt
Eesti
Hrvatski
Norsk
Türkçe
English (US)
Íslenska
Norsk (nynorsk) 中文
Italiano
Polski
Ελληνικά
Беларуская
Languages Represented

10. Questions? Pilot Social Media Plan
3 months (2 Research Analysts, 1 Linguist, 1 Engineer)
Deliverables – Social Media Assessment
Social Media Plan
Deliverables – Sample plans and Next Steps
Questions?